There is no great alternative to a proper content strategy for any business. Now, Law firms are generally associated with complex ecosystems, and it’s vital for the marketing department of a law firm to channel their resources strategically, invest in initiatives that help fulfill the defined objectives.
So to clear all the confusion, let’s check out the basic principles of creating content that legal marketers within a law firm should abide by.
- Putting together a promotion or distribution strategy
One significant aspect of content marketing that a legal firm should never bypass is preparing a proper promotion strategy. Content marketing has seen tremendous growth over the years, so that means content marketers no longer harbour the mentality of “post it, and they will come”. Law firms can longer go by the mantra of creating relevant content, publish it online, promote via social media and be successful. They must make use of a multitude of promotion techniques, including owned, earned and paid media.
Also, you must understand that posting on a personal social media account doesn’t qualify as “content promotion”. While organic reach and engagement (the number of audiences you can reach out for free by posting to your personal social media page) on Facebook, Twitter, or other social platforms is there, the chances of having a good audience engagement are quite bleak. In fact, studies suggest that it can be less than 10% (i.e., 10% of your followers actually noticing your posts).
That’s why a content marketer for a legal firm must start incorporating paid social media (Promoted Tweets, Sponsored Updates, etc.) into the content promotion plan. In today’s content-driven world, you must pay to feed your content to the right audiences, if organic promotional activities yield no significant result.
- Treading with caution when it comes to the legal content
The law firms generally use disclaimers on their websites that the content posted are intended to be for legal advice. But more often there are apprehensions within the industry about utilizing the content marketing methods to their advantage, for fear of being embroiled a legal tussle.
Many assignment help organizations, however, have taken a proactive approach to ensure the content marketing efforts are not jeopardized by the threat of legal actions.
This approach puts many law firms ahead of the curve with the effective content marketing strategies. These firms are dedicated to designing focused campaigns, by using all the resources, tools and channels that are basically accessible to engage with the clients. The success also lies in searching for strategic enhancements, too, by evaluating the campaigns and gathering an understanding from valuable insights.
It indicates that you don’t have to hold back your content marketing processes just because the industry is “difficult” to deal with. An efficient marketing team will be able to sail through any challenges that may crop up and leverage the potential meticulously to have a prominent place in social media and search engines.
- Understanding the buyer’s journey of a client
It’s imperative for any law firm aiming to create relevant content to understand who is it that they are writing for, and what their specific requirements are.
For instance, a prospective business owner may be looking for some useful advice on how to start his business venture or prepare a shareholder agreement, while an already established business owner close to the age of retirement will be more inclined in content regarding exit strategies.
Whatever format the content takes, the objective is to decipher each client’s needs, and then prepare the kind of content that they will appreciate as it helps them to stay updated, or it allows them to solve a specific issue they may encounter at a certain point.
Buyer personas, customer ecosystems, and customer journey maps are all a significant element of audience profiling techniques to determine what content people are looking for and decide how to provide it to them efficiently.
- Creating more visually appealing content
Many believe that visual platforms were off limits for law firms, but that’s exactly not true. Today’s consumers are constantly choosing visual content over textual ones and chances are that your clients aren’t any different.
Also, you must remember that a huge number of target audiences of a law firm have no understanding of legal obligations, so keeping the language legible and simple is essential, without losing the sense of what you’re trying to convey.
Many law firms have recently begun to create content for Instagram, which enables the audience to become familiar with the people behind its brand. Instagram also serves as a social network to highlight the followers what the organizations have achieved in the area of CSR (corporate social activity), with the pictures supporting what the firms have conducted.
Videos are a potent element of any content marketing strategy. Law firms can upload relevant content to YouTube on a regular basis, with videos for every stage clients’ journey. Posting informative videos may help a law firm attract prospects to the organization, while testimonial videos from the existing clients give them confidence that they’re making an informed decision in opting for them.
Law firms can post videos and snippets; this will also allow the firms engage with the platform. Videos can really be useful in terms of having a digital presence and SEO, conversion journey and bounce rates.
- Determining your search engine optimization (SEO) keywords
While the primary objective of your content marketing strategy is to write for your target client, it’s also essential to have visibility on search engines. That can be achieved by carrying out sufficient research on the specific keywords that are connected to the field of law. This way you’ll have proper knowledge of the phrases and words your target audience uses the most as well. This will ultimately result in better visibility of your content on the search engines for the audiences.
SEO keywords are basically search-queries that people type when they are looking for information on the internet. If you apply the similar ones your audience generally utilizes, your content will be easier to find.
- Ask feedback on your content from the clients
If you know the pain-points of your clients and churn out content that they can relate to, you would automatically notice the engagement levels mounting. Having said that, it’s always wise to urge people to like and share your posts.
This is because higher engagement means that your content marketing plan is showing the optimum results in boosting the visibility of your brand on the internet and driving considerable traffic to the website. All in all, it’s immensely crucial to urge people to take a look at your content, and to pay attention to their feedback and comments on whatever topic you are writing about.
So with these cardinal principles of content marketing strategies for your legal firm, you will have more clients associating themselves with you, thus generating more revenues for your organization.