Many people are talking about the importance of content marketing, but what does it mean for your law firm content marketing? I’ll get to that in a minute. First, look at why you should do more content marketing than ever.
What Is Content Marketing and Why Is It Important for Law Firms?
Content marketing is a strategy that helps law firms build trust, generate leads and sales, position themselves as an authority in their field and attract new clients. Here’s how:
What Content Are You Going to Use to Market Your Law Firm?
- Blog posts are the most common type of content marketing for law firms. They’re usually short, often only a few paragraphs, and can be used to provide information about your firm, its services, or its industry.
- Articles: articles are longer than blog posts but less formal than white papers. They’re still easy to read and share on social media platforms like LinkedIn or Facebook.
- Videos: if you have a great story to tell (or one that’s been said by someone else), consider creating a video! Videos allow viewers to learn something new while getting them excited about what’s coming next!
How Do You Create a Content Marketing Plan for Your Law Firm?
Defining the problem before starting a solution is essential when creating your content marketing plan. If you need to know what the problem is, how can you expect to solve it?
To get started with this process, ask yourself these questions:
- What do I want my law firm/practice group/legal department/etc.? (hereafter referred to as “you”) to look like in three years? Five years? Ten years?
- What are our current strengths and weaknesses regarding these goals? How are we doing now compared with those goals today? Where do we need improvement or learning opportunities to achieve those same outcomes at some point in time later down the road when all of this hard work finally pays off?
How Do You Set Up Your Law Firm website for Successful Content Marketing?
- Use a good web host
- Have a good website design
- Have a good website layout (plan)
- Have good website content (text and images)
- Make sure your law firm’s homepage is mobile-friendly and has an optimized URL structure so that visitors can easily find you on Google, Bing, or any other search engine that crawls the web pages of law firms like yours with ease!
How Do You Promote Your Law Firm’s Content, So People See It?
The first step in promoting your content is making it easy for people interested in your firm’s topic to find. You can do this using social media, email marketing, and paid advertising (which we’ll discuss later).
Social Media: The most effective way to engage people with your brand is through social media. Don’t just post once a week or month; create content that comes out regularly and keeps it fresh, so users will know what they’re missing if they miss one day’s worth of posts. For example, if you have an event coming up next week at which there will be giveaways or swag bags filled with products from local businesses—send out a tweet on the day before saying something like “We’re excited about our next event! Come join us at [location] on Thursday night from 6-8pm, where we’ll be giving away free stuff! RSVP here.”
This type of announcement gets people excited about what’s happening next week because it gives them something tangible (in this case: free stuff) while also reminding them that there are other upcoming events for them to attend during their lunch break tomorrow afternoon or evening tonight after work (and possibly even tomorrow morning).
How Can You Measure the Success of Your Content Marketing Efforts?
You can measure the success of your content marketing efforts by using analytics to track traffic, conversions, and engagement. Here are some tools you may find helpful:
- Google Analytics is a free tool that lets you see where visitors are coming from and how long they stay on your site. You can also see if there’s any cross-channel overlap between different pages on your site—for example, does an article help people sign up for an account? Or do they want more information about working with law firms?
- A marketing automation tool like HubSpot Inbound or Marketo’s Marketing Automation allows you to create campaigns across platforms (Facebook ads, LinkedIn lead generation, etc.) based on user behavior within those channels. This helps ensure that everyone involved in content creation knows what they’re doing and which best fits their needs!
- Social media monitoring tools such as Sprout Social allow users access to real-time insights into what others say about them online (for example: How many people liked their posts?). These tools will tell them whether or not their efforts have been successful so far—and could even give them ideas for future posts based on these results!
If you want people to find your firm, you need content marketing.
If you want people to find your firm, you need content marketing. Content marketing can get your message, build trust and authority with potential clients and subscribers, and attract new ones. It’s like an online version of advertising that has been around since the beginning of time—if someone sees it, they will remember what they saw (and possibly even come back for more).
But how do you do this? There are many ways: blog posts; articles in magazines or newspapers; social media; videos; podcasts…the list goes on! The critical thing about all these pieces is that they should be relevant to the audience for which they’re intended—so if it’s not appropriate, then no one will read them or watch them.
Content marketing law is a great way to get more clients and build your brand. It’s also one of the most effective ways to reach out to people looking for you online. But if you want to be successful with content marketing, you must start by creating great content that people want to share with friends and family members. The key has an engaging story or message that people want to share with others!