For many people, the legal field can be complex, intimidating and downright boring. Most of these same people understand that the time will arrive when they need the services of a lawyer. Considering that more than 80 percent of consumers today conduct online research before making a decision – and recognizing that they visit search engines for information – law firms that have an effective content marketing plan stand out amid the sea of options.
Today, content alone is not king. Instead, quality content is king. Even in the legal field, content can be engaging, and not boring.
What is content marketing? According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Simply put, instead of directly pitching your products or services, you offer beneficial information to existing and prospective clients.
Content marketing incorporates an array of mediums including:
- Blog posts
- Journalistic-style articles
Publishing valuable content that incorporates relevant keywords that your potential clients are searching for, you can help your law firm’s site appear higher in search engine results, which makes it easier to find your practice online.
Interesting, well-written, authentic and search engine friendly content also:
- Positions your law firm, and respective attorneys in your law firm, as experts in selected niches
- Builds brand loyalty and increases brand awareness
- Generates leads
- Attracts traffic to your website
- Creates free publicity and media coverage
- Results in speaking engagements, networking opportunities and community partnerships
When launching content marketing for your law firm, the ideal first step is to search online for successful content marketing examples from other law firms. Key points to remember are:
- What is the audience you are targeting?
- What legal topics are they interested in and searching for?
- What are some emerging trends and news centered around your target audience?
- What content formats (blog articles, videos among other examples) and channels (Facebook, Twitter among other examples), are you going to implement?
Developing an in-depth understanding of your target audience, and their content needs and preferences, will allow you to more effectively generate well-read content, and publishing that content on relevant channels will ensure that the content will be seen.