A latest research carried out by the Content Marketing Institute discovered content material to be probably the most efficient methods to promote a enterprise, with over half of all entrepreneurs utilizing content material to attain potential prospects.
Yet many regulation corporations sleep on content material advertising and marketing due to widespread misconceptions, akin to that authorized content material is boring or that content material advertising and marketing doesn’t work for the authorized area of interest. In actuality, nothing might be farther from the reality.
Content advertising and marketing is a robust vessel for sharing your experience with the world, attracting natural site visitors, and changing guests into purchasers.
Here’s why content material advertising and marketing issues for regulation corporations and the way to create your individual efficient content material advertising and marketing technique for 2021.
What is Content Marketing?
Content advertising and marketing is a kind of digital advertising and marketing that includes utilizing content material to generate model consciousness, drive social media engagement, entice web site guests, or in any other case develop your corporation each on-line and offline. Content advertising and marketing can tackle many kinds and generate many varieties of outcomes for companies.
Law agency content material advertising and marketing, specifically, is a regulation agency digital advertising and marketing technique that works by means of creating and distributing content material that pulls in potential purchasers to your regulation agency. This can embody e mail content material, social media content material, weblog content material, video content material, ebooks, and past.
Benefits of Content Marketing for Law Firms
Law agency content material advertising and marketing is about far more than publishing just a few weblog posts or updating a standing on social media. Content advertising and marketing can take many kinds and produce a variety of advantages for regulation corporations.
Content advertising and marketing works to assist regulation corporations:
Drive natural web site site visitors by means of web optimization content material
Increase web site authority by means of weblog content material
Reach extra followers on social media
Increase social media presence and engagement
Generate backlinks from outdoors web sites
Grow an e mail checklist and run efficient e mail campaigns
Reach potential purchasers by means of video content material
Grow a referral community by means of high-value content material and outreach
Experiment with completely different mediums like podcasting, webinars, and so forth.
How to Create a Law Firm Content Marketing Plan
Developing a content material advertising and marketing technique to your regulation agency could appear to be a frightening job, particularly in case you are ranging from scratch.
But, in actuality, it’s fairly easy so long as you may have the suitable steps in entrance of you. That’s why we’ve outlined a foolproof course of for creating your technique and getting your content material in entrance of the suitable folks.
1. Research Your Target Audience
All content material advertising and marketing begins along with your viewers, as these are the actual people that can be studying your content material and, hopefully, making the choice to rent you.
With this in thoughts, it’s best to conduct market analysis to perceive what your audience needs, how they search, and what matters they’re fascinated about.
“Market analysis” might be as informal as paying attention to the most typical questions purchasers ask you, to as formal as conducting a analysis survey round person habits, pursuits, ache factors, and objectives.
If you do plan on conducting a survey – or asking your viewers instantly – listed below are just a few questions you possibly can ask:
What is your #1 authorized battle in the intervening time?
What sources have you ever regarded into to allow you to overcome this battle?
What questions do you continue to have about this subject?
What points do you may have with the sources/options you got here throughout?
What 3 traits are you in search of in an X lawyer?
What is your #1 objective when it comes to overcoming your authorized concern?
What matters would you want to be taught extra about?
Users’ solutions to these questions will assist information your model narrative (Step 2) and give you thought-provoking content material concepts you already know your viewers can be fascinated about.
This ensures that you’re creating content material your viewers will love and can actively work to flip passive web site guests into potential purchasers.
2. Establish a Brand Identity and Narrative
Chances are, you don’t need to be like each different regulation agency on the market. You need to stand out as an authority in your area, have a fame for touchdown nice outcomes to your purchasers, and have a content material technique that places your corporation on the map.
If this sounds such as you, you then want to set up a powerful model identification and narrative that clearly defines what your regulation agency is about. This identification affirms the varieties of purchasers you’re employed with, how you’re employed, your organization values, your mission assertion, and what sorts of providers you provide.
Be certain to create a model assertion that states:
Who your audience is
What providers your regulation agency presents
How you’re employed and ship providers
Your firm values
Your method to consumer help
Your mission assertion
Your model voice, fashion, tone, and so forth.
Anything else your workforce ought to know when it comes to your model content material
This model identification assertion can take the type of an inner doc that you simply, your workforce, and any contracts you rent can refer to when creating new content material. That means, all of your content material advertising and marketing will align along with your model identification so it is going to work to put your agency’s greatest foot ahead.
3. Conduct web optimization Keyword Research
web optimization key phrase analysis is important to determine the important thing phrases your viewers is trying to find to discover regulation corporations like yours on Google. web optimization instruments like SEMRush.com or Ahrefs.com are beneficial sources in serving to you discover aggressive key phrases, associated key phrases, backlink alternatives, and extra.
You must be in search of key phrases associated to your service space and the authorized providers you provide. For instance, key phrases like “seattle pi legal professional” or “seattle private harm regulation” make sense for a private harm regulation agency in Seattle.
Once you may have an inventory of key phrases, you possibly can resolve whether or not they’re greatest suited to weblog posts or net pages. A key phrase like” Denver household regulation” could be suited to a service web page, whereas “How to file for a divorce in Denver” most closely fits a weblog submit.
We advocate protecting these key phrases organized in a Google Sheet so you possibly can refer again to it, plan out your content material, and add to the checklist over time.
4. Create a Blogging Schedule
When we discuss running a blog, many legal professionals protest, “I don’t have time to sustain with my weblog!”. And that’s okay. It’s a lot better to write high-quality content material than to stress your self out attempting to churn out a number of articles per 30 days.
That’s why it’s greatest to use one thing like Google Sheets to plan out your key phrases and weblog matters, then set deadlines that suit your capability to create content material. It’s tremendous if that is just one article per 30 days to begin.
Over time, you could have extra time or cash to spend money on content material. We advocate aiming for not less than two articles per 30 days after which utilizing the remainder of your time distributing that content material or repurposing it as podcasts, movies, and so forth.
5. Write with E-A-T in Mind
E-A-T (Expertise, Authority, and Trust) is an idea in web optimization that has to do with creating content material that builds belief along with your viewers and with engines like google. It’s a means of confirming that your agency is a good supply of data for customers.
Writing for E-A-T means sustaining excessive requirements when it comes to publishing correct and beneficial info. This consists of citing your sources, avoiding copyright points, demonstrating distinctive worth, highlighting your credentials, and extra.
Not solely will this improve your credibility however make it extra doubtless for engines like google to belief your website. And when engines like google belief your website, they’re extra doubtless to rank your content material excessive within the search outcomes so it may be learn by potential purchasers.
6. Establish a Content Distribution Plan
After you’ve researched, created, and revealed your content material, it’s time to get some eyes on it. While web optimization weblog content material can work to entice natural site visitors, passively, you also needs to have a distribution plan to get your content material observed on different channels.
Software like Buffer can work to push your content material out to social media platforms. You can share your content material on Facebook, LinkedIn, Instagram, Twitter, or another social website. You may reshare your content material to your e mail checklist, repurpose it as a video, or flip it into one other sort of content material asset.
It helps to schedule out your content material distribution efforts so that you keep constant. This will enable you to drive views, entice web site guests, and, ideally, land new purchasers frequently.
7. Utilize Video Marketing
60% of companies use video of their advertising and marketing – does yours? If not, it’s time to begin!
Video has grow to be more and more common due to it being a visible medium, extremely shareable, and a driver of site visitors on platforms like YouTube. As a part of your content material advertising and marketing technique, it’s sensible to use video to generate much more attain along with your content material.
You don’t have to be a video professional to create nice video content material. You can get began with somebody so simple as Facebook Live or Instagram Reels, or as fancy as making and modifying pre-recorded YouTube movies. The alternatives are countless.
9. Experiment with Mixed Media
When most individuals take into consideration content material advertising and marketing, they consider weblog articles and, generally, video content material. But content material advertising and marketing can contain a wide range of mediums. It’s enjoyable and efficient to experiment with combined media to see what works greatest along with your viewers.
Here are some alternative ways to repurpose your content material:
Try a few of these out, add them to your content material distribution plan, and see how your viewers responds. Take observe of the media varieties that generate the most effective outcomes so that you might be certain to create extra of those sooner or later.
10. Measure Content Marketing Results
The objective of content material advertising and marketing is to generate tangible outcomes for your corporation. So, slightly than ship your content material out into the abyss, you have to be monitoring the success (or failure) of your content material intently.
Use Google Analytics to observe web site site visitors, site visitors sources, objective completions, web site bounce price, and extra. These will let you know whether or not customers are changing in your website and the place they’re coming from.
Most social media websites have their very own efficiency metrics relating to engagement, likes, clicks, and so forth. These will present you ways customers are interacting along with your social media content material.
Finally, your e mail administration system ought to give you the chance to observe open charges, clicks, and extra to let you know how your e mail content material is performing. And YouTube will observe new subscribers, likes, feedback, and past.
Use these insights to inform your future content material technique so you retain doing what works and nix what doesn’t.
Best Practices for Law Firm Content Marketing
Once you’ve established a regulation agency content material technique, you want to do all you possibly can to optimize your content material and generate the most effective outcomes potential. This takes persistence, consistency, and a dedication to following immediately’s content material advertising and marketing greatest practices.
Attract Backlinks – Create beneficial content material that pulls hyperlinks for different websites. Resource libraries, visitor posts, and infographics are nice drivers of natural backlinks.
Guest Post – Post articles on respected third-party websites to generate extra site visitors, enhance your authority, and even earn hyperlinks.
Create Webinars and Videos – Try your hand at video content material and/or conduct webinars to entice extra customers, subscribers, and purchasers. You may use webinars to develop your referral community.
Grow Your Email List – Your e mail checklist is without doubt one of the few property you personal below your corporation. Use content material to attract new subscribers, ship out a daily e-newsletter, and acquire extra purchasers.
Boost Social Media Engagement – Be certain to reply to feedback on social media so your followers really feel heard. Share your individual content material and content material from different customers, submit movies, and improve your on-line authority.
Content Marketing for 2021 and Beyond
Content advertising and marketing is without doubt one of the high digital advertising and marketing methods regulation corporations are utilizing in 2021. Follow the steps and greatest practices above and you may be nicely in your means to a powerful regulation agency content material technique.
How do you propose on utilizing content material to land extra purchasers this yr and past?