While any sized law firm can benefit from content marketing it can be especially powerful for small to midsize firms and solo practitioners. In the age of content potential clients look at content as a way to gauge the validity, expertise and personality of a firm. When done right, content marketing is one of the best ways to improve your firm’s SEO, and in turn get qualified prospects visiting your site and entering into a sales funnel that converts them into real clients.
This post will tell you what content marketing is, how it is helpful and how you can build your own content strategy for your firm.
First things first, what is content marketing in the context of Law Firms?
Content Marketing is a blanket term for any online material (such as videos, blogs and social media posts) that is strategically created to be valuable and relevant to your target audience. In the context of lawyers and attorneys this can be anything that your current and prospective clients would find helpful.
How does content marketing help law firms and solo practitioners?
Content marketing is a powerful tool in a law firm's marketing tool belt. It can help in a variety of way including:
Builds brand awareness
As you probably know already, the legal industry is extremely competitive. Prospective clients have dozens of options to choose from when they have a legal need. The content your firm produces has the ability to demonstrate authority and experience in your niche. In doing so, you can become recognized as a valued and trustworthy resource.
However, building brand awareness in the legal field requires more than just producing content—it demands content that exemplifies EEAT: Experience, Expertise, Authoritativeness, and Trustworthiness.
- Experience: Sharing case studies, client testimonials, and insights from years of practice can highlight your firm's hands-on experience. This not only educates your audience but also solidifies your reputation as a seasoned expert.
- Expertise: Creating detailed, well-researched articles and guides on complex legal issues showcases your deep understanding of the law. When your content reflects a high level of expertise, it sets your firm apart as a go-to authority in the field.
- Authoritativeness: By regularly publishing content that is cited by other reputable sources or contributing thought leadership pieces to industry publications, your firm can build its authoritative voice. This not only increases visibility but also positions your firm as a leader in the legal community.
- Trustworthiness: In an industry where trust is paramount, your content should reinforce your firm's integrity and reliability. Clear, transparent communication, backed by credentials and client success stories, helps build and maintain the trust of your audience.
Incorporating EEAT into your content marketing strategy not only boosts your firm's brand awareness but also helps in establishing a strong online presence that attracts and retains clients. The more your audience perceives your firm as experienced, expert, authoritative, and trustworthy, the more likely they are to choose your services when the need arises.
Increases your firm's exposure
As mentioned above, prospective clients live online just like the rest of us. Google, Linkedin, Instagram etc are often the first place people go to when looking for a trustworthy legal partner. If you are able to have those channels set up and optimized it has the ability to get more eyes on your firm and gives you a chance to turn them into paying clients.
It’s a proven strategy
Content marketing is huge. Like really huge. Take any large business from Apple to Tesla and you will see that all of them conduct content marketing in some way. That’s because it works.
Interesting Statistics about Content Marketing:
“High-quality content is the most effective SEO strategy according to 59% of B2C marketers”. (According to Forbes, 2024) (Source: https://www.forbes.com/advisor/business/software/content-marketing-statistics/)
“29% of marketers list SEO as a top trend they leverage (HubSpot State of Marketing Report, 2023). (Source: https://www.hubspot.com/marketing-statistics)
Building your law firms content marketing strategy
Your content marketing strategy should outline your goals. For most firms, this is to entice, engage and convert prospective clients into profitable ones.
Not coming up with a clear strategy is often the first mistake firms make. This leads to a messy campaign with poor results wasting your time and money.
Here’s what the best content marketing strategies look like:
- They set goals that clearly state what you are trying to achieve
- They define your target audience (prospective clients)
- They state what channels your content will be shared in
- They strategize what to do with your traffic once they get there
Defining your goals
Setting a SMART (Specific, Measurable, Achievable, Relevant, and Time-Bound) goal is extremely important. For example you might have a goal of increasing organic traffic to your law firm’s website by 20% before the end of the year.
Defining your audience
You cannot have a successful marketing campaign if you don’t properly define your audience. Not only that messing this up can be one of the most expensive marketing mistakes you make. If you are not reaching the people who can actually benefit from your services they will not care about your content no matter what it is. So, be clear about your audience. Define who they are, where they are and their specific needs.
Choosing your channels
When it comes to where your content is shared you have plenty of places to choose from. However, don’t make the mistake of thinking you can post the same piece of content on every single one and traffic will come rolling in. My advice is to start with one or two to heavily focus on. You can of course expand to more later on but keep in mind how much work it truly takes to be successful on a platform.
For 99% of cases I recommend your website should be one of the two. It’s affordable and gives you the most control over how potential clients see you and where you can send them once they get there.
Don’t forget to come up with a conversion strategy
Your primary goal should be creating content that is helpful to your audience. However, that doesn’t mean you shouldn’t be focusing on how to turn those visitors into clients. Be sure you are giving them a clear call to action that puts them on a path to working with you. This can be anything from highlighting related articles, directing them to a sales page or offering a free consultation.
How to Create Content Your Audience Cares About
Understanding BLUF (Bottom Line Up Front): In the fast-paced world of legal content marketing, getting to the point quickly is crucial. The BLUF approach puts the most important information first, so your readers immediately know the key takeaways before diving into the details. This method not only respects your audience’s time but also ensures that your message is clear and impactful from the start.
Here is the BLUF for Creating Effective Content: To create content that resonates with your audience, focus on answering their most pressing questions, showcasing your expertise through case studies, and leveraging client reviews. Start with thorough keyword research to ensure your content is both discoverable and relevant.
Now that you know what content marketing is and how to come up with an effective strategy, it’s time to discuss what this content should look like and how to create it.
Start with Keyword Research
Keywords help search engines and social media platforms categorize your content, making it easier for your target audience to find your posts. By properly optimizing your keywords, you increase your chances of ranking higher in search results and attracting more visitors.
- Choose the Right Tools: There are plenty of keyword research tools online that allow you to see keyword traffic insights and how difficult they are to rank for. Tools like Google Keyword Planner, SEMrush, and Ahrefs can provide valuable data on keyword volume, competition, and trends.
- Focus on Feasibility: If you are a small to mid-sized firm, keyword ranking difficulty is crucial to consider. Targeting less competitive, long-tail keywords can be more effective in driving relevant traffic without the uphill battle of ranking for highly competitive terms.
For more information on this topic, check out our article on how targeted content makes it easier for law firms to rank.
Law Firm Content Ideas
Your content should address the real needs and questions of your potential clients. Here’s a quick list of ideas for law firm contentL
- Common Client Questions
- Case Studies
- Reviews & Testimonials
Common Client Questions
As a lawyer or attorney, you may not realize it, but you are sitting on an SEO goldmine. Every day, you receive questions from clients—questions they likely first tried to Google. When they couldn’t find satisfactory answers, they came to you. This is where your first content type can come in. Answering these questions through guides, webinars, videos, and articles not only drives traffic but also establishes your firm as a trusted resource.
Case studies
Case studies are a powerful way to demonstrate your effectiveness without overt self-promotion. Focus on the client’s objectives, the challenges faced, and the outcomes achieved. This not only highlights your expertise but also builds trust with potential clients who may be facing similar issues.
- Protect Anonymity: Ensure that your case studies maintain client confidentiality by anonymizing sensitive details while still providing enough context to demonstrate your capabilities.
Reviews
Reviews are a treasure trove of content that requires minimal effort to transform into impactful marketing material. Find and share reviews that highlight your expertise on platforms that favor short, text-based content, such as social media, testimonial sections on your website, and Google My Business.
Repurposing Content
When you repurpose content you get more out of the time you spent making the original piece. Doing this is how marketers cover a lot of ground with few resources. The content you make should be relevant to both your audience and the platform you are sharing it on. That’s why it’s important to adjust your content when sharing it across different platforms.
Say you have a long form youtube video where you discuss the importance of Estate Planning. That video can be cut into smaller clips and shared on Tiktok. You can write a post for your attorney marketing blog that summarizes it. You can take the blog post, condense it down into the most useful content and share it on linkedin. The possibilities are endless and if you are repurposing your content correctly you can squeeze every last drop out of every piece of content you make.
Learn from your competitors
When it comes to coming up with content ideas, how to structure them and where to put them, take a look at your competitors. Checkout their websites, subscribe to their newsletter and follow them on social media. All of these are a great way to see their approach to content marketing and how effective their tactics are.
For example, you might want to start with the type of content that gets the most engagement on your competitors' socials.
The potential of content marketing for law firms is limitless.
Content marketing offers immense potential for law firms of all sizes, but particularly for small to midsize firms and solo practitioners. By developing a strategic approach to creating and sharing valuable content, you can significantly enhance your firm's online presence, establish expertise, and attract qualified prospects.
Remember, successful content marketing requires:
- A clear strategy with defined goals
- A deep understanding of your target audience
- Careful selection of appropriate channels
- A focus on creating helpful, relevant content
- Consistent effort and patience
As you embark on your content marketing journey, keep in mind that it's an ongoing process. Regularly analyze your results, refine your approach, and stay attuned to your audience's evolving needs. By doing so, you'll be well-positioned to build trust, increase visibility, and ultimately grow your law practice in today's digital landscape.
Start small, be consistent, and don't be afraid to showcase your expertise. With time and dedication, content marketing can become one of your most powerful tools for attracting and retaining clients in an increasingly competitive legal market.
If you're interested in learning more about law firm SEO checkout our Ultimate Guide to Law Firm SEO.
