[co-author: Noreen Fishman]
You’ve probably heard the phrase “content is king”. In an industry that relies on thought leadership, content is a crucial part of any successful law firm’s marketing plan. However, we know that not all content is created equal. How do you create compelling content that sets your business apart? We’ve compiled 17 content marketing tips for law firms to help you create content that gets results.
Content Marketing Tips for Law Firms
1. Create content around clear business goals
Experts suggest that every piece of content you develop should have a measurable business goal in mind. Simply getting more views is not a valid goal. For each piece of content, determine which audience you are trying to reach and for what purpose.
2. Understand your audience
Your targets are those who are most likely to engage with your business. Use your buyer personas based on extensive market research to determine who is best served by your practice. Make sure your team references these people when creating material.
3. Trace a customer journey
Content marketing from a great law firm can engage readers at every stage of their journey. You want content that can attract new people to your organization, but you also want to reach people who are hesitant to sign a contract as well as those who have been doing business with your company for years already.
4. Troubleshoot player issues
Successful content educates and demonstrates your brand’s expertise. Informative and useful content can make your business a trusted source of information and build on that reputation. Each piece of content should answer at least one question, offer helpful tips, or share resources. At the same time, include information about your business and how you can help and support readers.
5. Use the Pillar-Cluster Method
This model is great for SEO and provides a better user experience for visitors. It focuses on creating umbrella pages for larger topics and then linking to cluster pages that all support the topic. Internal links can connect everything and also signal to Google that they are linked.
6. Dive Deep
In general, longer content works better than shorter content. This is beneficial for SEO, but also for your reader. If you’re looking to provide real answers to your audience, you need to include everything they’ll need to solve the problem. The best way to do this is to cover one very specific topic at a time. Also, make sure the content only targets one or two keywords, but shares solid information that covers the topic.
7. Use Analytics to Track Performance
Quality content is important, but even really great content won’t do you any good if it doesn’t help you win new customers. Analytics are essential for monitoring and tracking, which is key to knowing what works and what doesn’t. Analytics can also guide your strategy, for example by creating more content around the most popular topics.
8. Keep Content Relevant and Updated
Search engines favor the most up-to-date and recent material, as long as it is still relevant. When creating content, search for your topic on Google and examine the results carefully. If the keyword + year appears in “related searches” results, search engines consider it important to be up-to-date.
9. Reuse old (but quality) content
Don’t let old content go to waste. By adopting a historical optimization strategy, you can make existing content relevant again. If a topic is particularly persistent, take the time to reuse the content so it’s still relevant and easily found online.
10. Reuse Content to Reach New Audiences
Similar to the point above, finding ways to recycle existing content will make your team more efficient. Using content in multiple ways is a great tactic for reaching new people. For example, a successful podcast lends itself to a white paper or live social media events. Alternatively, if your last blog did well, consider making a short video to reach people on another channel.
11. Keep your firm voice consistent across all channels
People need to be able to get a sense of your company’s brand and personality, no matter what channel they’re viewing. Content should share similar messages and common values, regardless of where it is hosted.
12. Personalize content
People have come to expect websites to be more and more relevant to them the more they visit them. On your website, you control what people see based on their past behavior. You can use powerful website customization tools to create dynamic content or simply add functionality such as a pop-up window offering specific content. Think about things like which pages visitors visited, how often, and what actions they took from there.
13. Use data to reinforce points when possible
When it comes to law firm content marketing, citing data is a great way to emphasize the importance of certain points and build credibility. The data can also provide more insight into why people should read the article in the first place. Use as recent research as possible and always use real data from trusted sources.
14. Publish a unique search
Original research can be invaluable. It positions you as more knowledgeable and authoritative, and can answer questions from your audience. You can do things like conduct surveys or create polls and evaluate the data. You can then refer to the search in other content, or keep it closed as a lead generation tactic.
15. Think beyond written channels
Video is on the rise and should be included in your law firm’s content marketing plan. Rich videos, image packs and other visual elements are increasingly important. Plus, things like infographics, interactive charts, and other formats are easy to scan and remember. Podcasting and other audio elements have also become more popular. When thinking about creating content, focus on more than articles and blogs.
16. Focus on user experience
User experience is a crucial part of law firm content marketing. Even if you have the highest quality content backed by extensive research, people will abandon your site if it’s buggy. Bounce rates are a very negative factor for search engines. Make sure your site loads quickly, is mobile-optimized, and easy to navigate with clear, consistent titles.
17. “Remarketed” Content
Repurposing content is about taking something that already exists and updating it for other channels. Remarketing is about using previous content to re-engage people who have already interacted with the content. By intentionally remarketing to people who have already shown an interest in the content, you increase your chances of reaching them when making decisions.
Law firm content marketing is a constant in our world. Although it evolves every day, the reader will always be at the heart. Your content should do more than just build trust and generate leads – it should serve your target audience and address their challenges. If you focus on this principle, your content will be successful, as will your larger marketing efforts.