Content marketing for law firms is not easy.
Most people don’t think of legal content as fun or exciting. More often than not, it gets tagged as boring and fails to grab attention.
There’s also a lot of fancy legal language to deal with.
But any law firm that wants to show off their knowledge and impress potential clients needs to create and publish content.
Content marketing is a powerful tool that can greatly boost your law firm’s visibility and attract new clients.
The main goal is to showcase your expertise and services through high-quality content.
When done right, it communicates your value directly to potential clients when they’re searching for legal assistance.
Here’s an interesting point: content marketing generates three times more leads than traditional outbound marketing, yet it costs significantly less.
With a well-planned strategy, content marketing can be extremely effective in how you draw in new clients and enhance your firm’s profitability.
Content Marketing: It’s More Than Just Blog Posts
Content marketing is all about creating useful, relevant, and consistent content to catch the attention of the right people for your law firm.
It’s not just about putting stuff out there; it’s about making sure it lands in front of the folks who are most likely to need your services.
A common mix-up, especially among lawyers, is to think that content marketing is just about SEO and writing blog posts.
Sure, these are key parts of it, but there’s a whole world beyond that.
Content marketing also involves:
- Social Media Marketing: Sharing engaging posts and updates to connect with potential clients.
- Video Marketing: Producing videos that explain legal concepts or showcase your services.
- Email Marketing and Newsletters: Sending out regular updates to keep your firm top-of-mind for clients.
Each of these channels allows you to create content specifically designed to draw in and engage your ideal clients.
If you only focus on SEO and blogs, you’re tapping into just one aspect of content marketing.
While that’s perfectly fine if it suits your firm’s strategy, remember that many successful law firms use a mix of channels to reach their audience effectively.
Does Content Marketing Work for Lawyers? Absolutely.
Content marketing definitely works for lawyers, but it needs to be done right.
When content marketing isn’t planned well or isn’t consistent, it doesn’t bring the results you might hope for.
It’s common for lawyers to change their marketing strategies too quickly, before giving them a chance to really work.
Or sometimes, they might team up with marketers who aren’t fully clued into the unique needs of law firm marketing.
However, when you approach content marketing with a clear strategy and stick with it consistently, it can yield excellent results.
Your content marketing efforts must align with your law firm’s overall marketing strategy.
For many lawyers, this means working with experts who understand how to craft content that appeals to the types of clients your firm wants to attract.
By collaborating with specialists, you can focus your own time and energy on what you do best — serving your clients.
Meanwhile, your marketing strategy works in the background, efficiently attracting the right clients to your firm.
Match Your Marketing Tactics to Your Strategy
When it comes to choosing the right channels for your marketing, it’s important to think strategy first.
One-size method doesn’t fit every law firm.
Jumping into a marketing tactic just because it’s popular, and then trying to build your strategy around it, can backfire. For example, just because TikTok is making waves for some doesn’t mean it’s the right choice for your firm.
Instead, pick marketing tactics that already fit well with your strategy. While TikTok could be a great tool, you need to check if it really aligns with your goals before diving in.
Always use your strategy as a guide when choosing your tactics. Think about how well each method will help you connect with your ideal clients.
If you don’t think a tactic will be effective or worth your effort, it’s best to skip it. You want tactics that you can do well and keep up with over time.
Also, consider your own comfort and skills when selecting a marketing channel. For instance, if making videos isn’t your thing, steering clear of YouTube is a wise choice.
Picking a platform that makes you uncomfortable can stifle your marketing efforts before they even begin.
Choose strategies and tactics that not only reach your target audience effectively but also fit comfortably with what you’re good at and enjoy doing.
Create Content That Matters to Your Audience
No matter where you’re sharing your content—be it social media, your website, or emails—it’s extremely important to make stuff that your clients actually care about.
Here are a couple of things to keep in mind to make sure your content hits the mark:
- Speak Directly to Them: Tailor the tone and language of your content to meet your clients exactly where they are. Cut out the legal jargon and dense terminology that might confuse more than clarify. Opt for clarity and simplicity—think of it as explaining a concept to a friend over coffee.
- Choose the Right Format for the Right Place: Each platform has its own vibe and audience expectations. For example, what sings on Facebook might flop on LinkedIn. Make sure your content fits the platform you’re using to avoid any disconnects.
Remember, it’s about meeting your clients where they are, understanding their needs, and talking to them in a way that makes sense.
You want to guide them, not overshadow them. By positioning yourself as a helpful guide, you empower your clients to be the heroes of their own legal journeys.
You can also demonstrate how you have helped others succeed by sharing testimonials and success stories.
Also, tailor your content to each platform to make sure it engages your audience. If humor isn’t your style, don’t force it—stay true to what feels right for you.
Once you get the hang of adjusting your content’s tone, style, and format, you can start picking topics. If you’re just starting out, you might have a few ideas already.
Almost every lawyer has a few ideas to get started. As time goes on, many struggle to find more. When you’re looking for new topic ideas, there are two methods you can use:
Keyword research
Engaging with your audience
1. Keyword Research for Law Firms
Did you know that 69% of web traffic is driven by organic searches? This is why blogging can be a game-changer for lawyers.
It’s a prime way to educate potential clients and pull in traffic from both local and national searches.
A Guide to Keyword Research
Keyword research is crucial for any successful law firm blog. It helps you figure out what your potential clients are typing into search engines when they look for legal services.
This insight is key—it tells you not only what topics to write about but also how to talk about them in ways that resonate with your audience.
How to Do Keyword Research
There are several ways to approach keyword research:
- Seed Terms: Start with broad terms related to your practice areas. These can give you a good baseline of what people are interested in.
- Competitor Analysis: Look at what keywords other successful law firms are targeting. This can provide clues about what might work well for you too.
For effective keyword research, you’ll need tools like Ahrefs or Semrush. These tools offer extensive keyword databases and save you time by streamlining the research process.
Putting Keywords to Work
Once you’ve completed your keyword research, you’ll have a robust list of topics that your potential clients are interested in.
Use this list to craft unique blog posts that answer their questions and address their needs.
By strategically using keyword research, you can create content that not only draws in traffic but also engages and converts your site visitors into clients.
2. Engaging with Your Audience
Creating engaging content on social channels is critical to content marketing success, especially for lawyers. Initially, you might have a few legal topics ready to go, but what happens when those run dry?
The most effective way to find new topics and keep your content fresh is by engaging directly with your audience. Listen to the questions and concerns they have, and use this feedback as inspiration for your content.
If you’re new to content marketing, begin by making a list of questions you frequently get asked in your practice. This list is a goldmine for your initial content pieces.
Also, consider addressing common misconceptions—these topics can be very engaging and informative for your audience.
Pay attention to how your audience interacts with your posts. Their questions, comments, and the issues they raise can guide your future content.
This interaction is invaluable as it provides direct insights into what your potential clients want to know more about.
The Curse of Knowledge
Lawyers often face the challenge of the “curse of knowledge”—assuming others know what they do. It’s important to remember that your clients may not have your level of understanding about the law.
Use their inquiries to help break down complex legal concepts into relatable, easy-to-understand content.
Cross-Channel Inspiration
Engagement doesn’t just help with social media content; it can also inform your blog topics. For instance, if you notice particular questions or themes coming up often on social media, these can turn into detailed blog posts.
This way, your social media efforts and your blog reinforce each other, making your overall marketing strategy more cohesive and effective.
Content Marketing: Playing the Long Game
Content marketing isn’t a quick fix; it’s like planting a garden. You won’t see the fruits of your labor overnight.
Many law firms start their content marketing, don’t see fast results, and quit too soon. Remember, the real benefits come with time and consistent effort.
If you give up because you don’t see a surge in new clients or referrals just a few weeks in, you’re calling it quits way too early.
Building a following, especially on social media, takes time. The more you post engaging content, the more people will notice and start following you.
SEO Takes Time
Like social media, other efforts such as SEO (getting your website to show up higher in search results) also need time. If you work on it for a couple of months and then stop because you haven’t seen a jump in website visits, you’re walking away before giving it a fair chance.
Even if it’s not obvious right away, your hard work in content marketing will pay off. Over time, you’ll build trust and establish your firm as an authority in your field.
This helps you grow a loyal client base. With regular effort, you’ll strengthen your online presence, making your firm well-known and trusted.
It’s crucial to track how well your marketing is doing.
Keep an eye on things like how many people visit your website, how many pages they look at, how many new followers you get on social media, and how many clients come from these efforts.
Tools like Google Analytics or CRM software can help you watch these numbers. Regularly check these stats and adjust your strategies as needed.
Get Help If You Need It
Sometimes, it’s best to ask for expert help.
If you find it overwhelming or aren’t sure if you’re doing it right, consider working with marketing professionals.
They can help make sure your content marketing is on track and improving your firm’s visibility online.
Remember, content marketing is a long-term investment.
Stay patient, keep at it, and adjust based on what you learn from your tracking.
Over time, you’ll see just how much it can help your law firm grow.
