Content is a powerful marketing tool in this highly connected world. Every business is now embracing an effective content marketing strategy to attract new customers and retain old ones.
Content marketing helps businesses to showcase their services, engage their audience, increase web traffic, and maximize their leads and sales. However, content marketing for a law firm doesn’t just refer to creating appealing social media posts to get likes and traffic.
The legal industry is experiencing fierce competition. If your firm does not have an inclusive marketing strategy, you risk losing market share and visibility. The secret of content marketing is to target your demographic, so you need to invest in modern resources that will help you make a cohesive content marketing strategy for your legal firm.
The good news is that content marketing strategy is not as difficult as it seems, and with our 5 tactics mentioned below, your law firm content marketing will be a great success. But let’s walk through the benefits of content marketing for your law firm first, so you can start this journey keeping these invaluable perks in mind.
Content marketing is distributing different sorts of content through different channels. This content can range from blog posts, newsletters, and videos to infographics, case studies, and podcasts.
The legal industry uses its expertise to handle complex legal matters. This makes credibility one of the crucial selling points. With helpful content, they can share their expertise; assert what they know, what they’ve done in this field, and what they can offer.
Law firm content marketing can help you with the following;
- Driving organic traffic to your website
- Increasing blog and website authority
- Earning backlinks from other websites
- Growing an email list for starting an effective campaign
- Gaining leads through a downloadable and lead magnet
- Inviting local clients with the help of localized content
Law firms can leverage the following tactics to formulate an effective and smart content marketing strategy.
1. Research Your Target Market
Getting to know your local audience from the inside out is the heart of content marketing strategy. No matter how great your content is, your struggles will be all in vain if your content does not reach your local market.
So you should leverage the great keyword research tools targeted in your area. You should know what legal matters are prevailing in your area, what problems your local people face in getting legal help, and how to eradicate these problems.
This will help you determine what topics to cover, what keywords to include, and what CTAs to be used in your content. Audience research plays a huge part in making an informed content marketing strategy, so do not skip this tactic.
2. Conduct SEO Keyword Research
Market research will help you understand the pain points of your audience, and doing inclusive keyword research will help you know what exact phrases people use to find a law firm like yours on search engines.
Plenty of keyword research tools out there to aid you in finding the right keywords for your content, including their volume and competition level. Therefore, use these keywords to find a related keyword, so you can stand out from the competition and earn backlinks.
It would be a wise decision to use SEO for localized research as it would narrow down your research and help you reach the most deserving audience.
3. Keep an Eye on Competitors’ Content
Spying on your competitor’s content marketing strategy is a smart way to make an informed marketing strategy for your own content. Though they may have a different target audience, the valuable insight they attained will be a great help.
Some of the ways to leverage their content are by scanning their blog posts and getting interesting and relevant topics. You do not have to copy the content or paste the title as it is, take an idea and make your own content.
Moreover, you can use SEO tools to find out what keywords other law firms are ranking for. Then, use these keywords while making your blog. You can also check their website and compare it with your own.
If your content is missing the webpages or landing pages that your competitors have and they make sense as well, then make these necessary additions to your content marketing strategy as well. There is a lot that you can learn from your client.
Note that you should not copy everything from your competitors. You can get inspiration from them to formulate an informed content marketing strategy for your law firm.
4. Create a Content Funnel
Designing your content based on a content funnel is also a great marketing strategy. A content funnel contains the bottom of the funnel, middle of the funnel, and top of the funnel.
The top of the funnel contains informative content. At this stage, you address the public in general and help them understand a legal issue on a broad scale through blog posts and guides.
In the middle of the funnel, the content is around people who already understand legal issues and are finding a solution for a particular problem. They are searching for different law firms and comparing them. Therefore, you should create relevant case studies, testimonials, detailed guides, and service pages to facilitate such an audience.
The bottom of the funnel contains the utmost importance in marketing strategy as it helps convert passive visitors into customers. This content ranges from Contact Us page, landing page, sales scale, etc.
Ending such content with tempting CTAs also turns potential customers into your clients. Creating a funnel and helping clients pass through it to meet their needs is imperative to content marketing strategy.
5. Measure Content Marketing Performance
Over 40 percent of lay firms do not track their leads, which is disappointing. You have done keyword research, leveraged competitors’ market insight, created effective content around the content funnel, and finally published it. Now what?
You must evaluate the results of your content to see if your efforts are working. Your goal is not to get visitors but to generate ROI; for that, it is important to track the performance of your content.
For instance, Google Analytics is a great source to track website traffic, traffic source, bounce rate, and more to evaluate the performance of your website.
Content is everything in this digital world. You can get maximum visibility and high traffic if your content is updated and specifically address the target audience’s pain points. Therefore, you should leverage SEO, use localized content, and track the performance of your efforts to generate leads and get maximum ROI for your law firm.
