President & CEO of Corberry Digital Marketing Agency, a full-service digital marketing agency offering web design, SEO, PPC, social & more.
Behind every successful enterprise is a set of well-planned and well-implemented marketing strategies. These strategies are specifically designed to help attract new prospects and retain old ones. Therefore, a good marketing strategy helps to improve sales and drive the growth of the organization.
Content marketing is one of the most widely used marketing forms today because it delivers results. In this article, I’ll discuss why content marketing is important for law firms and dive into five of the best strategies law firms can incorporate.
Why Content Marketing Is Needed In Law Firms
As you might already know, content marketing is the practice of distributing different types of content through different channels. The content can be anything from blog posts, videos and newsletters to case studies, infographics and podcasts.
No matter what type of content you invest in, each piece of content should aim to build your brand, improve relationships with customers, create a trustworthy entity and prove credibility, which ultimately drives sales.
The legal industry sells its expertise on legal matters, making credibility one of its most crucial selling points. A law firm can display and prove its expertise in different legal fields by producing high-quality and useful content. Through these materials, law firms have the opportunity to assert what they know, what they have done in the field and what they can offer to clients.
Law firms can leverage the strategies below to jump-start an efficient and effective content marketing strategy:
Blog posts are one of the most common types of content marketing. This is because they are one of the easiest avenues to showcase your knowledge on a topic related to your area of expertise. Blog posts are usually published to address questions, such as what, why and how.
Say your legal firm offers services mainly related to medical law. Blog posts aimed at answering questions related to personal injury claims, medical malpractice or negligence would be the best topics to focus on. Providing clarity for the general public on topics that are not common knowledge can build client trust and reinforce the quality of your services.
Blog posts are also helpful for SEO, or search engine optimization, strategies. An optimized blog post can position your website as a credible answer to related queries. You can create more leads and increase your conversion rates with a website that ranks highly on various search engines.
Being knowledgeable on a topic is one thing, but being able to turn this knowledge into a winning story is another. In the legal field, winning cases is what truly matters in the end.
Case studies are written content that tell real-life success stories. As someone seeking legal advice or representation, it is only natural to choose the service provider that has proven itself through the success of other past clients.
Since case studies are a comprehensive piece of material, clients can better understand their legal options. This content should outline what kind of legal problem was being addressed and how it was handled by the firm.
For law firms specializing in areas that involve huge sums of money, such as corporate law, case studies on past cases can make or break a new client deal. That is why it is important to make this material as comprehensive as possible, showcasing what the firm can offer in the courtroom.
Audio content is one of the easiest forms of media to consume. Most people live very busy lives and can sometimes find reading too time-consuming. This is why audio content, such as podcasts, has recently gained popularity. In 2021, 57% of American consumers said they listen to podcasts. This is a significant 2% increase compared to the numbers of the previous year.
Podcasts topics can be very similar to those of blog posts, but this type of media also allows law firms to produce more casual content. This includes past cases the firm has handled, updates concerning legal news and interesting courtroom stories.
Podcasts episodes are best published on platforms such as Spotify and Apple because they have a significant amount of podcast listeners.
Just like with podcasts, consumers spend a good amount of time watching videos, making this type of content one of the most effective and efficient ways to convert leads. According to a report, 81% of marketers said they have successfully increased their sales with video marketing.
When creating video content for law firms, one important thing to note is that this material is for your clients, not for your firm. Your content must be full of useful and engaging information for it to attract leads.
Social Media Posts
The secret to success in content marketing is to leverage all available platforms. Today, nearly 4 billion people use social media. This is why the potential for gaining new clients with social media is so rich.
Using social media platforms, you can:
• Connect with clients who are not within your geographical reach.
• Maintain a brand presence.
• Widen your network of colleagues and clients.
Since there are a significant number of people on social media, leads find it easier to engage through these platforms. Your brand also becomes more visible when you use a social media channel, making it easier for potential clients to remember your services.
You can also use social media platforms to improve your other marketing efforts. You can share your other content, such as blog posts, case studies and podcasts on these channels.
Law firms, just like any other business, thrive on the existence of their client pool. That is why launching efficient and cost-effective marketing strategies is important.
The legal sector is a very technical field, and content marketing is one of the best ways to affirm what your business is capable of. It offers different avenues for your business to showcase what you can do and what you have done so far.