As a Lawyer, content marketing is one of your best digital marketing tools. Content marketing for law firms is a strategy that involves using blog entries, articles, videos, social media posts, and other forms of content to attract customers and convince them that your company is a trusted leader in the area. Consumers are more intelligent and aware than ever in 2022, especially when it comes to digital marketing.
As a result, content marketing is becoming increasingly popular as a digital strategy for law firms and other organizations. Content marketing for lawyers requires time, effort and a solid strategy. However, it’s a cost-effective approach to scaling your law firm and educating potential clients.
What Is Content Marketing and Why Is Content Marketing for Lawyers Important?
Content marketing is a digital marketing strategy that provides useful, interesting, and free information aimed at a specific internet audience. Your content marketing goals might vary depending on the type of law firm you operate and your target audience.
Content marketing should achieve at least one or all of the following objectives to be effective.
- It should raise brand awareness
- Promote thought leadership and expertise
- Build an online community
- Produce leads, sales, and new clients
Why Is Content Marketing For Lawyers Important?
Traditional advertising such as print, mail, email, TV and radio, sponsorship, and other tried and actual kinds of marketing will yield varying amounts of ROI depending on the sorts of law practiced.
Content marketing for lawyers is an excellent, unique way to achieve what law businesses need most from their marketing efforts: lead generation.
Organic search traffic, which is more successful than bought search traffic, is another benefit of law firm content marketing.
The secret is to create relevant, valuable content
Clients and their needs are at the heart of content marketing for law firms. Videos that show someone through making a will or a blog on the best questions to ask a lawyer at an initial consultation are a few examples of content ideas to try out. This will be determined by your practice areas and your target audience.
Know Your Audience
Understanding what inspires your target audience is critical in any marketing. The first step in any content marketing for law firms should be to figure out who they are, their problems, and what services they need to solve those problems. In today’s digital environment, when clients can come from across the street or halfway around the world, understanding who you’re marketing to is essential.
Now that you’ve created your customer profile, it’s time to figure out what they’re looking for online. After all, you should personalise information to suit individual requirements. To keep your content strategy full for months, you can curate enough content ideas from primary keyword and topic research.
Keyword Research Is Essential
If you want to publish content, you need to optimise it for search engines. A keyword is a term that customers use to find specific services in search engines. For example, if a potential client has recently been arrested for murder, they might look for a “criminal lawyer.” When it comes to relevant keywords, optimised content has a better chance of appearing in the search results, which means that potential clients will be more likely to find your law practice when looking for solutions to their legal issues.
Regarding content marketing for law firms, keyword research is critical because your clients are likely looking for help right away. Finding the proper keywords is one of the most crucial aspects of search engine optimisation (SEO). There are specific keywords and phrases that individuals may use when searching for information for each topic that you could write about. You may make your articles and pages easier to find by including these keywords in your content.
4 Steps To Creating Valuable High Authority Content
You’ll need to work crafting excellent content once you’ve considered what information your potential clients are seeking and located keywords that match those queries. The key to successful content marketing for law firms is to supply readers with meaningful, helpful, and ideally actionable material to read, share with their friends, and return for more.
Here are a few more pointers on how to create engaging internet content:
Make it simple: Make your content easy for even a 6th-grade person. Your target clients aren’t lawyers, but they want simple information to understand. Shorten your phrases, use active voice, and prioritize clarity above ingenuity.
Be specific and thorough: Don’t fill your postings with superfluous fluff; instead, try to include as much relevant information as possible to assist potential clients. For example, if you’re writing on what to do following a car accident, don’t just advise your readers to gather as much information as possible: Give them a checklist of what they should look for.
Make it skimmable: Most website visitors will only read about 20% of the information. So use bolded headings, bullet points, and enough white space to make it easier for them to absorb the information you’re delivering.
What Type Of Content Should Your Law Firm Create?
Whether it’s a blog post or a new website page, the information you publish should be incredibly beneficial to your client persona and authoritative for your organization. It’s also crucial to try out a variety of content kinds and see what works best for your target audience.
Blog posts are one of the simplest methods to begin developing content and publicizing your law company. All you have to do now is sit down, write about what you know and care about, and publish it. Of course, you want to make sure your content appeals to your target audience, so use your market research to create simple, easy-to-understand and engaging pieces.
Law firm owners who are marketing savvy make a theme for their blogs so that after a year of producing content, they can compile it into an e-book or white paper.
An infographic is a type of visual content appealing to the eye, memorable, and simple to comprehend. Lawyers and law firms can use infographics to reach their target audience. Some lawyers are hesitant to create infographics, but several online design tools can help you create this type of unique content for your practice quickly and easily.
Infographics can be used on your website and in your company’s social media and collateral materials. They’re an excellent approach to breaking down legal process phases or illustrating how to understand complicated legislation.
The number of people listening to podcasts in the United Kingdom (UK) grows every year, with an expected 15.6 million people listening in 2020. This content necessitates a significant amount of planning and time, but it can pay off handsomely. Creating your podcast to answer legal questions or explain complex legal issues in a fun, easy-to-understand manner allows you to reach a large audience of potential clients interested in your practice area.
In a study conducted in 2021, 71% of respondents were familiar with podcasts, and 41% had listened to one during the month preceding the survey. These figures demonstrate that people are becoming more aware of podcasts. In the United Kingdom, there were around 19.1 million podcast listeners in 2021. (UK). The audience is continually expanding as the popularity of podcasts grows, with over 28 million listeners expected by 2026.
Videos help potential clients connect with you by showcasing your personality and highlighting the unique qualities you bring to the table. Integrate search terms into your video headline and description to draw more visitors to your website. YouTube is the “second largest search engine behind Google,” so it’s a terrific place to publish and share videos from your legal business. These films can be centred on the same commonly asked issues that you would address on your website in written form. They can also be a case study or a testimonial from a client.
Here are some video stats:
- The majority of adults in the United Kingdom (68 per cent) now view videos online daily.
- Adults in the United Kingdom view 35 web videos every week on average (not including streaming services like Netflix)
- The 18-24 age group watches the most internet videos, with an average of 10 per day.
- Video is currently at the centre of 92 per cent of businesses marketing strategies.
Publishing your information on other websites extends your network, improves the search engine optimization of your website, and helps you establish your law firm’s brand—you can gain a lot from just one article. Other legal blogs, periodicals, and local publications are good places to publish. Guest blogging is a simple approach to establish credibility for your practice by gaining bylines and repurposable written content.
Sharing resources with website visitors and clients demonstrates that you care about their wellbeing rather than just trying to convert them into paying customers. Listicles with links to relevant resources and guides are a good idea. These are ideal for consumer-facing practices that serve people who may require assistance outside of their legal situation.
After being treated for a significant vehicle accident, a plaintiff personal injury attorney, for example, could post thoughts on mental health and wellbeing. When you use curated content, you want to be a one-stop-shop for all your audience needs to know about your practice area and how it affects their life.
Only 5% of marketers globally said they never share other companies’ information in their annual report, whereas roughly 33% shared industry magazines, blogs, or other resources regularly!
Some benefits of content curation include:
- Curation builds leadership
- Curation is social
- Brand awareness
- Provides resources to your team
- Establish yourself as a thought leader
- Boost visibility
- Build your audience
A good content marketing technique for lawyers is to devote time to how-to and instructional guides. An excellent place to start is by putting together a how-to guide for documenting a specific sort of injury. How-to and instructional guides let you demonstrate your knowledge, are relevant to your audience’s demands, and can lead to subtopics that expand your law firm’s content further.
Case studies help illustrate frequent issues faced by your target audience. They demonstrate that you have prior knowledge in this field of law and that your firm can relate to and comprehend the legal issues the audience faces. A practical case study is personable, empathic (consider testimonials from previous clients), and written in the appropriate language for the target audience.
Email marketing has the potential to bring in new and repeat customers. Email marketing is low-cost and often offers a good return on investment compared to other law firm marketing platforms. The most challenging task for legal firms and newsletters is remaining on schedule and deciding what to say ahead of time. Marketing-savvy law firms plan out an editorial calendar for their newsletters a year in advance so they are never caught off guard when it comes time to publish.
Compared to print, E-books need little financial investment and are extremely easy to share. Some lawyers utilize e-books to provide in-depth guidance to clients interested in their legal services, while others turn blog content into e-books for easier reading. A family lawyer, for example, might send a copy of “7 Things You Need to Know Before Hiring a Family Lawyer” to individuals who sign up for their email list.
Final Thoughts On Content Marketing For Lawyers
Content marketing for lawyers is a sure way to communicate with potential and existing clients. The added difficulty of expressing confusing legal matters to an audience with little or no comprehension of them exists in the legal sector. Legal language and terminology will need to be communicated to the typical client so that they understand. While certain legal concepts are unavoidable, others can be reached, engaged, and influenced by offering regular, high-quality content relevant to your target audience.
In addition, content marketing aids in developing brand recognition. Lawyers can boost their company exposure by using various communication channels such as websites, blogs, newsletters, and social media accounts to reach existing, returning, and potential clients.
Need help getting started? Our content marketing experts can help develop a content marketing strategy for you. Whether you’re short of blog ideas or looking for a solid plan to revamp your content marketing efforts, we are here to help. So get in touch and schedule a free consultation.