What are your potential clients looking for in an attorney? Most likely a lawyer that is authentic and results-driven.
But, sometimes it is hard to translate that message solely via your website, especially if your website is short and lacks quality information.
That’s where content marketing comes in. Content marketing will help your law firm build a brand and generate more clients than traditional word-of-mouth marketing can.
Whether you have been considering freshening up your content marketing strategy for your law firm, or if it’s your first time ever flirting with the idea, then this is the best guide for you.
Content marketing will be an essential part of your law firm’s digital marketing gameplan.
Let’s get into it!
What Is Law Firm Content Marketing?
Law firm content marketing is an integral piece of your digital marketing strategy that involves creating and distributing pieces of content with the hopes of promoting your brand and increasing traffic to your website. The more traffic that will come via your content, the more inquiries your law firm will receive.
Think of content marketing as an initial way to stimulate interest and awareness of your legal services. With a high-performance strategy, you can further use content to convert traffic into clients and position your law firm as an industry leader.
You can utilize several different digital mediums in your content strategy, such as
- Educational videos
- Valuable blog posts
- Social media marketing
- Case studies
Why Content Marketing is Essential to Your Law Firm
Your law firm needs content marketing so that you can bring effectively bring cold traffic through your marketing funnel, without paying a recurring cost.
A strong content marketing plan will help to improve your SEO strategy, giving your law firm the opportunity to have your content rank on top of SERPs (search engine results pages).
If your content is providing value to your target audience, then you will be able to create trust and ultimately turn website visitors to happy clients.
While word of mouth and a strong referral strategy can bring you more leads, content marketing will help your law firm market to new prospects that might have never even known your services were available.
Can Content Marketing Actually Help Your Law Firm?
Many normal people may have preconceived notions about law firms being stuffy and uptight, but through your content marketing strategy, your law firm can share a bit of your personality while helping to engage with your community and bring on new clients.
By continuously creating value for your audience through your content, you will have the opportunity to grow your law firm’s brand and be the first law firm that a prospective client will think of when they need to hire a lawyer.
What Is the Inbound Content Marketing Process?
Inbound marketing is essentially creating and promoting pieces of important content with the end goal of bringing more traffic to your website and attracting more potential clients.
For your inbound content marketing strategy to work, it needs to follow the following process:
Find out what your ideal audience wants to see and the type of content that will generate trust in your legal services.
Create content that produces value and fosters engagement with your audience
Promote your content through social media, your website, and other distribution channels.
Turn readers that simply stumble upon your content into happy clients by having a strong and reliable CTA
Track the parts of your strategy that are working well and that can be improved by having measurable KPIs established.
The Top Pieces of Content Your Law Firm Needs to Create
Before you begin to post, it is advised that you ask your community about the kind of content they want to see. Doing this will help you post pieces of content that will have higher engagement and won’t bore your audience.
Here are a few things to ask your audience before you plan your first month of content:
- What kind of content are you most likely to engage with online?
- What are the top legal questions that you would like to have answered?
- How do you find your educational content online?
- What do you expect from a law firm’s content (personable, serious, light, etc)?
- What would you need to see to promote trust with an attorney?
Once you ask these questions, you will be in a better place to start building your content. Not sure how to get these answers? Don’t hesitate to reach out to previous clients, colleagues, and do some independent research!
Now, let’s get into the top pieces of content your law firm needs to start creating!
Social Media Posts
Social media is an important tool in the content marketing toolbox. Using social media will really help your law firm interact with your community and help grow the number of clients in your law firm CRM.
We suggest focusing on the social media platform that your audience is looking for legal content. The top platforms include:
LinkedIn – Perfect for networking, making connections, and distributing content.
Instagram – Essential for your visuals and video content and a way to publish more personable content and engaging with your community.
Facebook – Great for distributing your content, creating educational groups, and running paid advertisements.
Each of these platforms will be excellent to promote your content. You can use these platforms to attracting different members of your audience. While we likely think that if one person is active on LinkedIn, they have to be on Facebook as well. This isn’t necessarily the case.
It is important to maintain each channel as you distribute your content so that you are reaching the maximum number of your target audience.
Before you begin to distribute your content, ensure that your business pages and landing pages are set up and optimized. This means:
- Proper headshots.
- Business pages have the correct information, including your address, hours of operation, and telephone number.
- Links to your website that function.
- Your colors, especially for your banner, are within your branding guidelines.
- Testimonials and images of your firm to promote trust.
Website Written Content
While it’s easy to think that the content on your website is simply a way to introduce yourself and your legal services, it’s more than just that. It is a serious factor for any content marketing plan.
Not only will improving your website written content help your SEO strategy but it will also help promote trust in your brand and lead website visitors to take actionable steps, such as to request a consultation.
As more and more clients come to your website via your content marketing strategy, they will typically enter via your content and eventually make their way to your landing page.
Your landing page can include the following written pieces of content to help convert leads and set you up for success:
- Your specific sector(s) of law.
- Awards and recognitions.
- About the firm.
- High-quality images.
- Frequently asked question section.
- A strong CTA to help potential clients inquire about your legal services.
The content written on your website shouldn’t be an afterthought but rather one of the first things you improve when beginning your winning law firm’s content marketing strategy.
Perhaps you have attended a webinar before, or maybe you are new to the concept altogether, but this type of content can really help promote your legal services and help educate your audience.
Webinars are a form of eLearning that is extremely cost-effective and will help you expand your reach of audience members. Where a traditional conference can have various restrictions on why attendees can’t attend; webinars eliminate any restrictions by hosting the event via a digital format.
We want you to host the best webinar every time, so here are some best practices to keep in mind:
- Ignite engagement from the very beginning so that your audience feels welcomed and excited to learn.
- Give a brief explanation of the technology and have your audience perform an action (such as answering a one-question quiz) to make sure there are no technical difficulties.
- Provide interactive materials, such as a PowerPoint or a PDF.
- Allow for questions and comments so that you can interact with your audience.
- Make sure visuals help drive your point; if it doesn’t make sense, don’t include it.
- Leave your audience wanting MORE!
Video marketing is truly taking over, and law firms can benefit from creating videos and maintaining a YouTube channel.
Remember that your video strategy will be successful if each video is relevant to your audience and can retain your audience’s attention. Be unique and try to create videos that are original.
Here are some tips for creating great videos content:
- Keep your videos short, concise, and to the point for maximum engagement.
- Try to elicit emotional responses to the videos.
- Make videos that provide value to your audience’s life.
- Answer potential clients burning questions.
- Make sure your videos are of high quality and include subtitles.
- Always optimize your videos for SEO.
Ideas for videos could include a review of a recent case study, FAQ video, or an update on the industry.
Look at blog posts as the bread and butter of your content marketing strategy. These simple pieces of content are highly effective. But not all blog posts are created equal.
Your blogs need to be written and formatted for SEO, including a strong headline and subheadings. It is also advisable to write long-form content when possible.
A word count higher than 1,500 words is always better for SEO.
Not sure where to start when writing your first blog post? Here are some proven blog post ideas for law firms:
- Comprehensive guides that specialize in your practice areas, such as divorce or probate law.
- Industry updates such as policy changes for immigration law if you work in immigration law.
- Complete guide to prepare for court to give your audience an idea of what to expect during a hearing.
- Frequently asked question post to give some peace of mind.
- How to prepare for a first consultation so that your audience knows exactly what to expect.
- Updates for your law firm to highlight your new hires, your attorneys, and their successful track records, or if you have any new and exciting news.
A case study is a great piece of content that can help promote your legal services. As potential clients are looking for an attorney they can trust, a case study is an amazing opportunity for you to show how you have helped previous clients successfully settle or win their cases.
Here are some tips for writing a great case study every time:
- Write about a case that your audience can relate to.
- Write a complete story, with a start and finish to the case.
- Make sure the format is easy to read and there isn’t any legal jargon.
- When plausible, include statistics.
- Discuss your strategy and how it worked for your client’s case.
Once you write your case study, don’t hesitate to share it around your social media to promote even more engagement!
For Our Closing Argument
Content marketing will really set your law firm on the map and help you climb the SERPs. It does take hard work, dedication, and patience.
Content marketing is a full process, from creating to promoting to distributing, it’s a full-time gig. If you think that you can’t possibly squeeze another job onto your plate, then let us take on your content marketing for you. We will take care of all of the content marketing for you so you can focus on all of your new clients!
Let us know your favorite type of content to create in the comments.