Content Marketing

Content Marketing for Lawyers: 3 Ways to Win

By October 11, 2016 No Comments

Content marketing for lawyers is more important than it ever has been. Why? We live in an era where traditional marketing has fallen by the wayside and every consumer has the ability to fast-forward through commercials, block digital ads and stream all forms of entertainment commercial-free.

We won’t even mention the number of people who are buried so deeply in the content on a mobile device until they ride right past expensive billboards never stopping to notice all of the hard work and creative effort poured into each one’s design. Content marketing for law firms, on the other hand, gives consumers what they’re looking for: relevant, timely and precise information.

What is Legal Content Marketing?

Content marketing allows firms to target specific audiences by offering the exact information they seek. This is not traditional advertising where a logo or a jingle, a catchy slogan and an easy-to-recall telephone number are blasted out to the public. No, content marketing for lawyers is something far more subtle and effective.

By offering a steady stream of useful information, content marketing serves to engage audiences while simultaneously, yet quietly, promoting your firm, your expertise and your services. As an indirect marketing strategy, audiences are less likely to turn away and, in fact, more likely to tune into the knowledge that your firm has to share.

Here are 3 valuable ways that content marketing can help grow your firm’s business:

1. Blogging

One of the best ways to use content marketing to your advantage as an attorney is through blogging. By adding a blog to your existing website and even sharing individual posts on sites like LinkedIn, audiences can tune in for regular updates on useful legal news and information.

By acquiring a firm understanding of your audience and what they are searching for, you can use this form of content marketing to answer questions, tell powerful stories and offer food-for-thought from your firm’s perspective. Blogging is an excellent way of positioning yourself as an expert in your niche, as well as building rapport with clients and potential clients.

As an informal marketing tool, blogging is something that every individual attorney and every law firm should definitely use. It can be as formal or informal as your audience would like it to be, but if the Supreme Court of the United States recognizes that the public loves consuming its blog posts, is this a marketing tool you’re willing to overlook?

Also Read: 5 Things Every Great Blog Has

2. Images and Info-graphics

Instagram and Pinterest are two of the most popular social media sites around. On other large platforms like Facebook and Twitter, you’ll also find the content we’re going to discuss here: images and infographics. If you are not using this content marketing tool, you are seriously behind the times.

You’re probably thinking, “How can a photo or an infographic actually help my business?” Well, consider this, a recent survey conducted by FindLaw found that more than 80% of America’s adult population uses some social media, which heavily influences their decision making process. The survey found that these people are more likely to hire an attorney who is active on social media than one who is not.

Now, remember what we said about those traditional billboards earlier? How they’re not capturing the public’s attention like they once did? Think of images and infographics as a visual medium much like billboards, but that actually attract attention in social media spaces!

When you’re perusing social media sites, which messages capture your eye the fastest? Those that only contain text or those that actually tell a story with colors, fonts and imagery? And in the case of infographics, you’re able to fit a ton of useful, clear and shareable content within a single graphic. Each of these mediums are also very useful ways to drive curious onlookers to your website or blog, which is a major goal of content marketing for lawyer firms and individuals.

3. Video Content

Remember that luncheon where you spoke about your specialty? Or the class you taught on contract law? How about those frequently asked questions that potential clients want answers to? Convert this information into video content and offer it to your audience in small, digestible pieces and can create content marketing gold.

You may choose to publish these gems on your website, your blog, your YouTube channel, your Snapchat feed or even on Instagram (which now allows video storytelling very similar to Snapchat).

So, there you have it–3 highly effective ways to approach content marketing for lawyers within new media spaces. Your next step is to consult with a professional in order to maximize your success with these methods.

Also Read: 3 Reasons Your Legal Website Needs Video

We’re here to answer any questions you may have about content marketing, so reach out to us now and let’s get started on creating a detailed content marketing strategy for your firm.

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