Did you know that 70% of people would instead learn about a company through an article than through an advertisement? And one of the best ways this statistic can work in favor of your law firm is through content marketing. Content marketing is a powerful tool that can help law firms build brand awareness, establish themselves as an authority in the law industry, and ultimately attract more clients. While content marketing may seem strange for a traditional industry like law, it can be a highly effective strategy. We aim to explore the ins and outs of content marketing for law firms and provide some tips on creating compelling content that resonates with your target audience. For example, if there were ever a time to put down the gavel and pick up a pen, it would be now. So it’s time to bring your law firm into the digital age.
Content Marketing for law firms: what is it?
Content marketing creates valuable, informative content that speaks directly to your target audience. This can take many forms for law firms- from blog posts and social media updates to whitepapers and webinars. For example, did you know that law firms that blog regularly generate 67% more leads than those that don’t? That’s right- simply by creating and sharing value through content, you can significantly increase your chances of attracting new clients and growing your business.
But what kind of content should you be creating? What type of content applies to a law firm? Well, that depends on your target audience and your overall marketing strategy. Are you looking to attract individuals or businesses? Are you focused on a specific practice area? Once you’ve identified your target audience and goals, you can start brainstorming content ideas that resonate with them. The key is to push value through every bit of your content- whether educating your audience on a particular legal issue, sharing insights and opinions on industry trends, or offering practical tips and advice.
If your law firm pushes valuable content, you can establish a presence, build trust with potential clients, and drive more business. Through the years, thousands of companies have used content marketing- who says a law firm cannot use the same approach?
Why is content marketing for law firms important?
People believe certain practices, such as medicine and law, don’t belong on the internet. Promoting such lifesaving fields on the same internet filled with lip-sync and dance videos can seem a tad unprofessional. But many fail to realize that even as a lifesaving field, law, and medicine are still businesses with objectives and goals, including being profitable. Other companies have taken on content marketing and are thriving through it, so why should law firms be different?
While traditional marketing tactics like print ads and billboards can still be effective, they need to compete with the reach and engagement potential of content marketing. Statistics show that companies prioritizing blogging are 13 times more likely to achieve a positive return on investment (ROI) than those that don’t. For example, investing in content marketing attracts more clients and significantly boosts your profit margin and bottom line.
But why is content marketing important for law firms? By creating and sharing informative content that speaks directly to your target audience, you can position yourself as a reputable information network on legal issues that matter the most to your clients. Additionally, content marketing can help you with potential clients- after all, if they can see that you’re willing to share valuable information for free, they’re more likely to trust you when it is time to hire a lawyer.
Finally, content marketing is an incredibly cost-effective way of attracting new clients. While traditional marketing tactics can be expensive and difficult to measure, content marketing allows you to create targeted, high-quality content that speaks directly to your ideal clients. By focusing on creating value rather than simply pushing your services, you can build a loyal following of engaged readers who are more likely to turn to you when they need legal help.
Content marketing for law firms: how does it work?
The key is to create valuable content, whether by educating them on a particular legal issue, offering practical tips and advice, or sharing your insights and opinions.
One great example of a law firm that has nailed content marketing is Huber Thomas Law Group in New Orleans, Louisiana, specializing in personal injury and business law. Huber Thomas Law shares high-quality content that speaks to its target audience through its blog and social media channels. For example, they published a blog post titled “Common property damage claims,” which provides practical tips and advice for property owners. By creating content that is both informative and relevant, Huber Thomas law has been able to make a name for itself in the digital marketplace.
But content creation is just one part of the equation- you must promote it effectively. This means sharing your content on social media, reaching out to relevant publications and websites to see if they would be interested in featuring your content, and using search engine optimization (SEO) techniques to ensure that your content is easily discoverable by potential clients. By taking a strategic approach to content promotion, you can ensure that your content reaches the widest possible audience and drives actual results for your law firm.
Content marketing for law firms in 6 simple steps
Content marketing can be incredibly effective for law firms to gain exposure and attract new clients. But where do you begin? These six simple steps would put you on the right track:
- Carry out user research
The first step in any successful marketing strategy is to understand your audience. Who are your ideal clients? What are their most significant pain points? By conducting user research, you can gain valuable insights to help you create content that resonates with your target audience. For example, if you are a criminal defense attorney, you might research what questions people commonly have about DUI charges.
- Perform SEO and Keyword Research
Once you know who you are targeting, it is time to start thinking about how to get your content in front of them. This is where SEO and keyword research comes in. By identifying the search terms your ideal clients use to find legal services, you can optimize your content to appear at the top of search engine results. For example, if you are a divorce lawyer, you might identify keywords like “divorce attorney near me” or “how to file for divorce in [your state].”
- Creating and optimizing long-form content for organic search traffic
Creating high-quality, long-form content that provides real value to your target audience is one of the most effective ways to attract organic search traffic. For example, suppose you are a personal injury lawyer. In that case, you might create an in-depth guide to understanding the personal injury claims process. By creating informative content that answers your audience’s questions, you can establish your authority on that topic and attract new clients.
- Have a robust FAQ section for relevant searches in each post
Another way to improve your content’s discoverability is to include a full FAQ section in each post. This helps you rank for applicable search terms and provides valuable information to your readers. For example, if you are a real estate attorney, include an FAQ section in a blog post about negotiating a commercial lease.
- Add valuable and well-placed CTA’s
To convert readers into clients, you must include a call-to-action (CTAs) throughout your content. These can be as simple as encouraging readers to contact you for a free consultation or signing up for your newsletter. For example, if you are a business lawyer, include a CTA at the end of a blog post about legal considerations for starting a small business.
- Re-engineer your publishing and link-building efforts.
Once you’ve created great content, it’s vital to ensure that it gets seen by as many people as possible. This means re-engineering your publishing and link-building efforts to ensure your content is shared and linked to relevant websites and publications. For example, you might reach out to industry publications and offer to write a guest post on a relevant legal topic to their readers.
These steps are the perfect foundation for tailoring your content marketing strategy to your law firm’s needs.
Conclusion
“Content marketing is the practice of showing that you are the expert in what you do by educating and informing the people who need your services.”
Law firms can position themselves as trusted advisors by providing valuable information to their target audience and ultimately grow their business. Content marketing is an excellent way for law firms to separate themselves from their competition.
So, whether you are a solo practitioner or part of a large law firm, it’s time to start thinking about how content marketing can help you achieve your business goals. We have already laid the foundation by breaking down content marketing into simple steps you can follow; the rest is up to you to take the plunge.