Why law firms should be using content marketing
According to the Marketing Inside Group over 80% of today’s consumers conduct online research before making a decision, and one of the first places they go is search engines. So law firms need to make sure they have great content that is regularly updated on their websites.
Having quality relevant content on the website will appeal to search engines as well as individuals. Naturally written copy with appropriate keywords will help your site to be found in searches. The more regularly you update your content the more up to date it will appear to search engines and they will keep coming back for more indexing your new content.
Opinion pieces, guides, case studies and glossaries will show visitors that you know what you are talking about and also demonstrate that you are open and fair about sharing your knowledge – if you are willing to give a small amount of great advice away for free, online clients will be more open to instructing you.
Social media fodder
Quality content on your website makes for great material to share on your social media channels, further increasing your digital footprint and can also drive more people to your website.
How to create a content marketing strategy
Like any marketing strategy a written formalised plan will help keep things on track and ensure the best return on investment. The first steps are to set your objectives. Are you looking for just more traffic to the site or do you want more inquiries? Different styles of content will appeal to different parts of the buying or decision cycle. Define your audiences, you are likely to have different plans for different services. Think about how individuals would like to receive content, as it is likely to be different to your corporate clients. Look for the gaps in your existing content and plan to fill these. Do your keyword research and find the easier terms to tackle first.
Think about the types of content you need to produce blog posts, guides, infographics, case studies, or video and podcasts. Create a timetable and allocate resources. While in a small firm there may be many people contributing to the content, it is advisable to appoint one person to oversee all the content to make sure there is consistency and it is on brand.
Think about your promotion plan. This is the bit that is often forgotten, great content will only do part of the job, you need to promote it to. It is said that 20% of your time should be spent writing the content and 80% on distributing it. What channels are you going to use? social media – which platforms?, social bookmark sites? 3rd party blog sites, newsletters etc.
Finally how are you going to measure success? We would recommend that a range of KPIs be used from digital analytics through to inquiries received, inquiries maybe your key objective but it can take many months for a content strategy to start delivering on this level, measuring small KPIs along the way will make sure you going in the right direction.
Do’s and don’ts of content marketing for law firms
We will outline some of the do’s and don’ts but for a more in depth look at things to avoid, see our post ‘The common pitfalls of content marketing’
- * Do write for your audience
- * Don’t sell
- * Do keep it simple – no legalese or jargon
- * Do optimise your content for SEO
- * Do measure the results
- * Do keep it up – content marketing is a long term strategy
If you would like help creating or maintaining a content strategy for your law firm or professional service firm, please do get in contact.