8 Content Marketing Tips to Help Your Law Firm Thrive Online
When it comes to digital marketing, content is king. This is especially true for attorneys. A well-executed content marketing strategy will help you:
- Develop credibility
- Demonstrate expertise
- Build trust with your audience
- Establish yourself as a go-to source of knowledge in your niche
Best of all, content marketing doesn’t have to cost an arm and a leg. But how should you go about launching your content strategy? Where should you start?
Here are some key content marketing tips to help your law firm get results.
1. Understand Your Audience
Understanding your target audience is always the first step toward a successful marketing campaign. If you want your content to do any good, you have to know who you’re speaking to.
Compile any information you have about your past and current clients. Look for patterns in their age, gender, income level, and other demographic details. Then, think about what other groups might need your services. Are there any targets you aren’t aiming for yet?
Once you have this information in hand, use it to create ideal client personas for your firm. This will help you plan a content strategy targeting your likeliest prospects.
2. Focus on Providing Value
Once you know who you’re talking to, you have to give them content that they’ll care about. What do they find interesting? What problems or questions do they have? How can you provide value to them?
Questions like these should form the foundation for any content you create. Always keep your audience’s needs and interests at the forefront of your brainstorming sessions.
3. Start a Blog
Blogging is often the heart and soul of an effective content marketing strategy. Nothing will boost your law firm’s SEO rankings better than an active blog. Plus, a blog is one of the best ways to provide value for your audience. This can take the form of:
- How-to articles
- Listicles
- FAQs
- News related to your niche
- Case studies
For example, if your firm specializes in auto accidents, you could publish articles on how to stay safe on the road—and how to pursue compensation in the event of an accident.
Your blog can even serve as a base of operations for all other content channels you use. For example, you can repurpose blog content for your law firm’s newsletter and social media profiles.
4. Build a Healthy Social Media Presence
Speaking of social media…
A healthy social media presence will help you:
- Raise brand visibility for your firm
- Expand your professional network
- Boost your SEO rankings
- Drive traffic to your website
- Attract leads
- Stay top-of-mind with potential clients and referrers
- Humanize your firm
Social media may seem like a hassle, but trust us, it’s well worth the effort. And if you don’t have the time to manage your firm’s social media profiles yourself, you can always outsource it to a pro.
5. Launch an Email Newsletter
A quality e-newsletter is another fantastic way to spread awareness of your firm online. In fact, while digital marketing has evolved rapidly over the years, newsletters remain one of the most efficient and effective methods for outreach available.
6. Think Beyond Text
Text is a great starting point for your content strategy, but you shouldn’t stop there. Visual content consistently performs better across all channels. This includes static visuals, such as images and graphics, as well as video.
Quite a few attorneys have also had tremendous luck marketing themselves through podcasts.
Don’t be afraid to experiment with different forms of content. Find what works best for your firm and audience.
7. Maintain a Consistent Brand Voice
One of the primary benefits of content marketing is building a strong brand identity. But in order to enjoy that benefit, you have to maintain a consistent brand voice. Many of the people in your target audience will likely engage with your content through multiple channels.
For example, if someone subscribes to your newsletter, they may also follow you on social media and visit your blog. If they see a different brand voice for each format, they’ll probably perceive your firm as inauthentic.
Instead, establish a recognizable “personality” throughout all your content, and give prospects a reason to trust you.
8. Stay Active
No matter what content you publish, consistency will be key. Your blog and social media profiles won’t do much for you if they haven’t been updated in five years. And what good is a newsletter if no one gets any new emails?
Once you have a clear plan for your content strategy, stick to it. You can always adjust your approach over time for better results, of course, but don’t abandon your plans altogether. If it isn’t working the way you’d hoped, figure out why, and do your best to get back on track.
How About a Little Help?
Armed with these tips, you can take the first steps toward building an effective content marketing strategy. However, it’s only fair to warn you: getting it right will take time, effort, and plenty of patience.
If you’d rather pass the headaches off to someone else, we can help.
At Let America Know, we give trial attorneys the support they need to strengthen their online presence through social media and email marketing. Just contact us, and we’ll get right to work helping you grow your firm to new heights.
Learn more about our done-for-you social media and e-newsletter program for lawyers like you.