Most attorneys and paralegals have probably heard about content marketing. In fact, you're interacting with content marketing right now!
In the wake of COVID-19, global online content consumption has doubled due to shifting purchase and media behaviors.
But before we start covering content marketing, let's talk about why content marketing works.
Inbound Marketing and Content Creation for Law Firms
Coined by Hubspot, 'Inbound Marketing' is a strategy that utilizes many forms of Pull Marketing such as content, blogs, events, search engine optimization (SEO), social media, and lead nurturing to create brand awareness and attract new clients.
Because inbound marketing consists of entirely organic efforts, it doesn't require a Pay-per-click (PPC) budget. Rather it relies on your brains and ability to craft high-quality content that resonates with your ideal audiences.
What is Legal Content Marketing?
You may have heard a lot about content marketing, but what is it, really?
Essentially, content marketing for lawyers involves creating original content such as blogs (aka blawgs) or white papers. This content is shared and distributed in a way that builds and promotes your law firm. As with any marketing strategy, the goal is to grow your business.
This content has to be relevant and valuable to your audience for it to be effective. Once you’ve written and published quality content, distribute it via social media, your website, other websites, magazines, and other media outlets.
Types of Legal Content
There are many different avenues of content creation your law firm can explore. If you're not sure where to get started, evaluate your competitors' creating and make an actionable plan of how you can 'one-up' their efforts.
Popular formats of content for law firms include:
Now, let's cover why content marketing is a good investment and strategy for law firms.
The Benefits of Content Marketing
Any lawyer who wants to attract clients online should incorporate blogging and other publishing into their strategy.
But aside from organic visibility, content marketing can help you secure clients faster and easier. Let's cover the content marketing basics that will help you get started.
Improved Visibility and Awareness
Consistent, valuable content production helps your search engine optimization (SEO) and directs your solutions and services. With the pillar page/cluster content model, you can rank higher in search engines, help prospects find you easier and improve conversions across your pipeline.
Aside from promoting your services on highway billboards and park benches, your online presence is becoming more and more valuable each year. Investing in content marketing and creation now will help you achieve brand awareness that leads to long-term success.
Search Engine Optimization (SEO)
SEO is the process of improving your website’s rank in search engines. A better rank puts you higher up in search results for relevant search terms, making it easier for potential clients to find you.
When you include a blog on your website, the extra content gives search engines more to work with. This means your law firm can rank higher for more search terms. For example, instead of only ranking for “personal injury lawyer in Orange County,” your site may also show up for “what to do after car accident” or “seatbelt safety tips.”
Having more content drives more eyes to your site, improving your SEO.
Expanded Reach and Lead Generation
Content marketing allows clients to find you who otherwise might not have. Good content is interesting, readable, and shareable.
That means readers want to share it with friends, family, their own followers. Someone who is not actively searching for your law firm may be exposed to it through another source.
Additionally, when your audience views your content, they're more likely to select your services in the future. Your content's calls-to-action (CTAs) can directly generate new leads and drive conversions -- all without investing in paid ads.
Establish Your Firm as a Thought Leader
Great content establishes your expertise and authority and allows you to become a 'trusted guide' for your readers. On top of that, high-value content should position your law firm as a thought leader and industry expert by making it known you're a credible place to get information.
Each blog, ebook, or whitepaper allows you to connect with prospective clients on a different level. Law firms that have blogs are more likely to appear knowledgeable than those that don’t. Clients want to entrust their case to the attorney with the most experience.
A blog is also an effective way to promote your practice among your peers. Think of blogging as networking. It can be a way to connect with new colleagues or straighten relationships with existing ones. By sharing your own and others’ content, you add value to your own law firm and those of others.
Learn More about Legal Content Marketing
These tips can help attorneys like you jumpstart legal content marketing. Remember, the golden rule is always producing high-quality content. Clickbait, inauthentic or misleading content won't perform well over time.
From SEO to networking with other law firms, these strategies require a thoughtful and dedicated approach. Before writing your next blog post, think about what your prospective clients may find most helpful.
CASEpeer is a legal case management software designed for personal injury attorneys. We are dedicated to helping law firms grow. Follow our blog for more legal marketing tips and other practice management advice.
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