Content marketing for lawyers has gone back to the basics. While many firms are content-producing powerhouses, publishing thought leadership pieces, client alerts, social media posts, and blog posts via many distribution channels. But many often fail to consider the why, what, where, how, and when of the content they’re producing and how it will influence their clients and readers.
The goal of content marketing is not about trying to outsmart algorithms to have your firm ranked on the first page of Google. It’s about connecting with a person who has a specific need and then meeting that need. If your content marketing strategy is informed by this idea, people will land on and engage with your content in a meaningful manner. If your law firm is stuck with a slow growth rate, chances are that your content marketing strategy is not working for you. Creating content that is not useful or persuasive, will have potential clients doubt the quality of services you’re going to offer.
And since writing high-quality and informative content regularly can be time-consuming and might distract you from focusing on your practice, it’s wise to hire an experienced team of content curators and writers. You can find that kind of team at Elite Content Writers. We know how to write high-quality content that can engage and convert. With our writing services, we can help you drive more traffic and get more clients without spending too much time on marketing campaigns.
Here are the best content marketing strategies that you should employ to take your strategy to the next level:
Have Your Content Strategy Aligned To Your Business Development Goals
To understand what your firm’s goals are when it comes to content, you must emphasize on lead generation as well as business development. A content strategy cannot win your new clients if it is not in sync with your law firm’s business development goals. If your content marketing team ignores the business goals when publishing content, you will not achieve the desired outcome. What’s more, clients may view your practice as one without vision and will most likely take their business elsewhere. Embracing a culture where your marketing experts begin to visualize themselves as a critical part of business development is a perfect way to have your content aligned. This will help your firm build a more perfect content marketing strategy as well as increase your client base.
When planning your strategy, consider setting objectives for your content, creating content based on your objectives and market research, and using a calendar to plan and strategize your content. The most important is setting your objectives and understanding what you want to achieve with your content. Do you want more leads, more conversions, and more traffic to your website, or to improve SEO? Know your goals and focus on creating the content that will help you achieve the goals.
Once you sync your content strategy to your business development goals you’ll be in a position to concentrate on the appropriate practices and industries. You can then utilize your data and competitive intelligence to support these efforts. Most importantly, remember that all these efforts must be focused on bringing leads and relishing both your current and potential clients, including every single piece of content you produce.
Use Your Analytics to Boost Your Content
Other than measuring performance alongside benchmarks, setting goals allows you to link performance back to your KPIs. Maximizing quality engagement metrics such as time on page and conversion rate enables you to take a keen look at what is and is not working and then utilize the findings from this analysis to further inform and improve your content marketing strategy. And as you redefine what successful content looks like to you and your law firm, your content will become superior and better at not only reaching but also converting visitors into clients since the content will be meeting their needs in real-time.
Using your analytics can help you understand which content obtains most/least traffic, Which headlines gets the most clicks, which content converted the best, or which page gets the most or least social media shares. There’s a lot you can learn about your target audience through your content analytics. Use that information to optimize and refine your content marketing. After ascertaining your top-performing content based on your content marketing objectives, you can write similar content either about the same topics or in the same content format to try to replicate that success.
Produce Content for Target Audiences
Personalization is increasingly becoming an important element in marketing. Since there is so much legal content on the web, people choose to block out things that are not relevant to them. Therefore, if you wish to win your audiences’ attention and get them to visit your blog, click and read through your emails, and check out your content, you must be able to create content explicitly for them. Knowing who you’re talking to and what they want to know makes it easier and more effective for you to create content for them. You will be addressing their specific interests and pain points. This helps you create customized content that meets your target audiences’ needs, tailored to their specific stages of the client journey, and intended to stimulate specific feedback.
The best way to actualize this is by creating audience personas for all kinds of audiences that you intend to reach. It’s up to determine which factors are important when identifying audience personas. It can be their age, needs and interests, location, or employment status. Depending on these personas and your content marketing objectives, you can then begin to produce content tailored to meet their needs. This will go a long way in ensuring that your firm is providing highly relevant content for all your target audience. It further helps you to improve your SEO, web traffic, open and click-through rates for emails, as well as your lead generation and conversion rates.
Ensure Your Content is Adding Value, Not Clutter
When it comes to content marketing, you need to understand it’s not about you. Unlike traditional marketing strategies that position brands at the front and center and engage in hard selling, content marketing places brands as trustworthy and worth conducting business with. Your content should be helpful, value-added, and client-centric. Don’t just clients why you’re a leader in your field, show them.
Create every piece of content bearing this in mind. Think about why your audience should care about your content. Brainstorm on ways you can show your competence instead of supplying crappy content. Your pieces should be backed by facts and should also clearly explain what you can do to help with your reader’s legal issues.
And remember that in most cases, your clients will be looking for a straightforward answer to their legal problems. Therefore, drop the legalese and jargon and write your pieces in the language and tone best understood by your target clients, not your peers. Using big buzzwords could end up putting off prospects rather than attracting them.
Create Catchy Headlines and Interesting Content
The legal industry often gets stereotyped as being stuffy, boring, and strict. And the content has earned a reputation for being mind-numbing with clauses, sections, and subsections. With this in mind, law firms usually struggle to create content that is compelling enough to entice potential clients to retain their services all the while adhering to industry guidelines. You may be one of those lawyers and marketers who believe there aren’t many ways to add an interesting spin to legal content. But all it takes to create engaging content for law firms is the right strategy, a thorough understanding of your target audience, and a bit of creativity.
Always take note of their interests and give your piece of content life by incorporating creative copies as well as some exciting case laws. Moreover, consider using infographics; it’s a brilliant way to engage audiences in social networks. Infographics can help improve your firm’s search engine ranking and generate traffic to your post.
Also important, create headlines that will attract potential clients. The headline or subject line of any piece of content you share with clients via email is the first thing they encounter and determines whether someone is compelled to open your email or visit your website. Make sure there are not only clear and actionable but also short and succinct.
Invest Your Efforts in Evergreen Content
Timely content is great for obtaining a boost in traffic right after publishing. It’s could be based on breaking news or an opinion article. But this type of content will have a short shelf life. On the flip side, evergreen content offers a lot of value to your audience. It keeps driving traffic to your site months or even years after publishing. Evergreen content is SEO-wise evergreen and increases the chances of your website being ranked higher up for a piece of content that is relevant. And while creating evergreen content typically takes longer compared to a regular blog post, it saves you a lot of time in the long run since you won’t need to produce new content frequently. You’ll just be updating it when necessary in order to keep it relevant.
Creating an evergreen content strategy requires a little creative thinking on how to create quality content and repurpose them in the future. For instance, content opportunities such as firm history, lawyer bios, timeless client alerts, case studies, holidays, and content related to pro bono, professional development, and careers can all be used to fill in content gaps in your editorial calendar
Create Once, Publish Everywhere
Maximize on all possible platforms frequently used by your target audience. However, avoid posting the same content and image to LinkedIn that you would share on Facebook, Twitter, or Instagram. You must prove to your audience that you have the mastery of the platforms you’re using. Inaccurate use of these media sends the message that you lack basic social media skills. Therefore, make sure you adjust the message for every medium you use.
Use Hashtags to Boost your Content Visibility
When posting your content, especially on social media platforms, it’s important to incorporate hashtags. You can use hashtagify.me, an online hashtag search/discovery engine that offers you trending hashtags related to a specific topic and some basic analytics too. LinkedIn has a useful hashtag proposition tool in the body of your post depending on the content you enter, and it’s usually spot on.
A few things to note regarding hashtags, try to include them in the body of the post as opposed to waiting until the end to incorporate several in a row. Use not more than 3 in a post and never make up your hashtag or use anything that is too general because it won’t help boost your content’s visibility.
Involve Your Legal Team
Attorneys are the heart and soul of your law firm, so, it is good practice to involve them in content creation. Their expertise can go a long way in helping design an all-inclusive copy. It’s not always enough to post your firm’s social media accounts, consider tapping into the critical social media platforms of your attorneys to maximize reach as well as engagement.
Show your legal team on how to use LinkedIn, Twitter, and Facebook to share and like content from your law firm company page, as well as from their individual LinkedIn accounts so you can tap into reaching the people in their powerful networks. Encourage your lawyers to publicize the content and build a brilliant network.
Find Content Writing Service Near Me
At Elite Content Writers, we believe in writing content that helps you send your message across successfully, drives more website traffic, and gets you more clients. We take a holistic approach to curating legal marketing materials. Before beginning a new project, we get to know you, your business goals, and vision. We’ll partner with you to create a unique content strategy that’s focused on producing results. If you’re ready to improve your law firm’s content marketing, contact us today at 800-948-6175 for a free consultation. Let us help you populate your website with your own voice.