Kevin P. Camden is the owner of Camden Law Office in Downers Grove, Illinois. His…
Today, businesses big and small need strong content that reaches their target audience in a way that feels natural; this is known as inbound marketing.
Your law firm can amplify inbound marketing by creating a robust narrative for your firm’s content – or tell a story. If done correctly, your law firm’s content will feel more authentic, engaging, and relatable to your target audience.
What is Content Marketing?
Content marketing is a strategic process of planning, creating, and publishing branded content to reach your audience. Content can include social media posts, blogs, website content, podcasts, eBooks, print publications, and so much more. Your firm’s content marketing efforts deliver educational content to your target audience to attract and retain an engaging relationship to shift new leads to action. Content marketing allows your law firm to forge a connection with your target audience and drive decision-making results.
Why is Content Marketing Important?
Content marketing is an effective way for your law firm to convert a lead into your next client. A robust content marketing strategy can set your firm apart from your competition. Most businesses use content marketing as a cornerstone for marketing efforts, so why wouldn’t your law firm utilize content marketing to stand out? Content marketing boosts brand awareness for your law firm and drives traffic to your website where a potential lead can learn more about your legal services and how your law firm can fit their needs.
Types of Content Marketing for Your Law Firm
There are many forms of content marketing that your law firm may choose to incorporate in your overall marketing strategy – below are the top three your law firm can utilize:
1. Social Media Content Marketing
Social media content marketing is the spot where content marketing and social media meet. More and more of your firm’s target audience uses social media and theses platforms have become part of their buying journey. Today, your firm can utilize many social media platforms (e.g., Facebook, Instagram, Twitter, LinkedIn) to create and share content. Your social media content marketing should connect to potential leads and inform your users about your legal services and your law firm’s mission.
2. Blog Content Marketing
Blog content can be a powerful inbound marketing tool for your law firm. Blogging allows for your firm to tell a narrative and showcase your expertise in legal topics. Your firm’s blog content can promote your practice areas and educate your target audience on legal subjects they should understand. Your blog content not only promotes your firm, but also has the power to enhance your website’s SEO and can be crossed promoted and shared on your law firm’s social media channels.
3. Paid Advertising Content Marketing
Paid advertising is a highly effective tactic for your law firm to reach a broad audience. Paid advertising allows your firm to position itself in all the places you wish to be seen by potential clients. There are many places your firm can share paid ads, the most common is on social media and search engines, including banner ads or sponsored content. Leveraging paid ad content is one decisive way to generate new leads through multiple channels, especially when creating highly targeted content to meet a specific audience’s legal need.
Understanding a Content Marketing Strategy
Your law firm’s content marketing strategy should start with setting your firm’s goals. Your law firm can set goals like improving brand awareness, boosting revenue, increasing conversation, or building trust with potential clients. Next, it is vital to determine your key performance indicators (KPIs) for your law firm’s goals. Your firm’s KPIs are quantified data points used to measure your firm’s performance against your goals.
Once your goals and KPIs are established, your law firm should strategize what content you wish to create and where your content will be distributed. Finally, once these critical components have been established for your firm’s content marketing strategy, you should analyze and measure your results. If your firm can analyze your results, you can make necessary changes to enhance your content marketing efforts and reach your target audience. Creating a robust content marketing strategy for your firm can help your business determine how to improve and meet your goals over time.
Ready to start a content marketing plan to meet your goals? LAB Services can help. We work with elder law and estate planning firms on all aspects of content marketing, including practice area-specific content marketing tactics for your business.
The Digital Marketing Combination You Need.
Most attorneys have invested in building a modern website as their firm’s online home. Now the challenge is how to attract people to your home? During the recording we discuss how blogging and social media work hand in hand to drive traffic to your website and keep you top of mind with your potential clients.