Content Marketing For Law Firms
A Great Content Marketing Strategy Is Good For Your Bottom Line And Your Clients
Marketing Without Great Content Is Impossible!
Content marketing for law firms is a marketing strategy that consists of writing and distributing informative, relevant and consistent pieces to attract and acquire potential clients to your law firm. The objective is to engage with qualified clients and increase conversions while promoting your brand.
Benefits Of Content Marketing
Social Media & PR
Engage with your existing clients and increase loyalty with new ones by writing topics your audience cares about.
Search engines reward a law firm that publishes quality, consistent and informative content.
Great content is the key driving force behind inbound online traffic and conversions.
Quality content is also rewarded in pay per click advertising by boosting the quality score of your landing pages which increases impression rates.
The Biggest Misconception About Content
Marketing In The Legal Industry
Content marketing is viewed as a more sophisticated means to a sale -
Content marketing is no faster, less expensive, or more effective at moving customers down the sales funnel than other marketing strategies.
The biggest benefit lies in its ability to capture a better audience, a more loyal client, or someone more willing to share his or her story with other people, which in turn, compounds the value he or she provides to your law firm.
The Difference Between Content Marketing Strategy & Content Strategy
Content Marketing Strategy: Content specialists draw and develop the bigger picture that your law firm wants to tell. Their efforts concentrate on ways to engage an audience, using content to drive high-quality leads.
Content Strategy: Content strategy dives deeper into the creation, publication, and governance of useful, informations that your audience can relate to. Content strategy helps you manage content as a business asset.
YEARS OF EXPERIENCE
LAW FIRMS SERVED
Successful Content Marketing And SEO
“Think of SEO like this: If a customer-focused content marketing campaign is a slice of bread, then SEO is the peanut butter and jelly. It touches nearly everything on the surface and enhances the flavor of the slice of bread, but on its own, it’s boring and not very appetizing.”
There are many articles about content marketing vs. SEO debate. The fact is that these two disciplines can and should work well together. There are no negative consequences to optimizing your content for SEO, but it should not be your focus when you create and distribute content.
Keeping in mind what your customers likely search for in the content they choose to consume, not to mention Google’s interpretation and their algorithms that aim to maintain online content relevant (in this case the legal industry) and of a high quality — you cannot go wrong if you simply follow this rule: Write interesting content about the issues your target audience would be most interested in.
Obsessing over keywords is definitely not a recommended approach for successful content marketing, you do want to make sure your marketing efforts are ranking for the terms that are most relevant to your legal practice, to your law firm's brand and your clients. It's always recommended to do some basic research and then put together a list of relevant keywords you will target through your content.
If you are asking yourself how much of your traffic is coming from search and how much of your content optimization efforts should be focused on SEO, open Google Analytics and go to Acquisition > Overview. Here you’ll see a breakdown of how much of your traffic is coming from different sources.
Finally, when creating content for SEO, we pay attention to the following components:
The post title or headline: Our SEO editor keeps an eye on ensuring that headlines are catchy and attract readers, from a readability standpoint, but also keeps our keywords in mind.
The meta-description: We include a short description for every post using the target keyword for that post. This meta-description is what shows up in the search engine results page (SERP) to describe why the article is relevant to a reader’s search.
Title tags: Similar to headlines, we also include a unique title tag for every piece of content we post. The title tag is what Google uses to determine what a piece of content is all about including images, videos, infographics, and other elements that don’t necessarily have the usual “headline.”
The category: We categorize every post as a way to help us better organize our content around key topic areas within your legal practice.