Updated: May 27
Why is it important for your law firm to have a content marketing plan?
If you're seeing many legal marketing blogs pop up, it's because legal blogging is the most popular way of content marketing for law firms. While it's no easy feat to come out with consistently high-quality content, it is the most accessible content marketing strategy compared to creating videos, infographics, and e-books.
That said, what's content marketing for lawyers? How does content become a vital part of marketing? And what's the best strategy to get the most ROI for your law firm's marketing strategy?
What Is Content Marketing For Law Firms?
Instead of posting ads to draw people's interest, content marketing involves creating high-quality, optimized content to attract a target audience. For our purposes, it's the creation of legal blogs to draw in potential clients to your law firm.
The best way to explain this strategy is with an example. So, when you type something in the search engine, you'll get a list of relevant pages based on your search's keywords and semantic meaning.
For example, if someone types "personal injury attorney," they'll most likely run into blogs and web pages relevant to the search word. Content marketing aims to create content for those searches so that people find your law firm when they're looking for content.
Of course, while a reasonably accessible content marketing strategy, there are still many things you need to do for it to become a successful lead generation strategy.
What Kinds Of Content Can You Create?
Essentially, any content that can be used for lead generation can be utilized in law firm content marketing. This includes blogs, YouTube videos, TikTok videos, Tweets, Instagram posts, electronic newsletters, e-books, and whitepapers.
For our purposes, you can post blogs in the form of:
Of course, all of this should be incorporated with the appropriate keywords and UX optimizations.
4 Tips On Content Marketing For Lawyers: Building A Strategy, Implementing, And Optimizations
As said, there are a lot of steps needed to make sure your content marketing efforts are bringing your law firm great ROI. Here are a few tips to help you get started on an effective and sustainable law firm content marketing strategy:
Tip #1: Content Needs To Be High-Quality
You might have the legal knowledge and writing skills to write content, but so do hundreds of other competing law firms. So, make sure the content you create has legitimate value to the reader.
Remember: The content should fulfill a reader's need. This means answering their questions, giving them tips, or helping them solve a current problem.
If you don't deliver high-quality content, users will simply click out and find what they need somewhere else. Worse, if your content is terrible, people will associate poor quality with your law firm and won't have a very positive opinion of you.
Tip #2: Post Consistently
Don't post one article and abandon your legal marketing blog for months. If you regularly post content, Google and new readers will appreciate it. After all, avid readers will be interested enough to wait for new content, but they won't stick around if it takes months to update your blog.
That said, you still need to keep your blogs high-quality. If you can't produce high-quality blogs every day, don't force yourself to keep a tight schedule. If it takes you a week to research, write, edit, and post content, stick with that. Just determine a realistic schedule, but don't rush or drag things out.
Tip #3: Format Your Blogs Right
Make sure your legal marketing articles are excellent web copies. This means no large walls of text, not crowded page elements, and a lot of design decisions prioritizing user experience. You can also use images and white text to break up the text and make your pages less hectic.
Remember: On top of great content, you want content that people can read and consume comfortably. If your legal marketing blog posts are hard to read or confusing, they'll click off or won't have a great time reading your content.
Tip #4: Incorporate Lawyer SEO
All this effort in writing high-quality, well-optimized content would be futile if you didn't rank in the SERPs. Keywords and other Lawyer SEO tactics are how you're going to be found by people looking up solutions and answers to their questions.
That said, look up free SEO guides and learn to use keyword tools (i.e., Google's Keyword Planner, AnswerThePublic) and general SEO tools (i.e., Google Search Console, Ahrefs, etc.). You should also consider learning about Local SEO strategies like using local keywords and setting up Google My Business for your law firm.
Boost Your Lawyer SEO and Content Marketing with LawyerLeadMachine!
Your law firm's content marketing strategy cannot be an afterthought; it must be a significant part of your overall marketing strategy. Creating high-quality and informative content can be a powerful strategy for acquiring new customers and promoting your business and website.
LawyerLeadMachine has SEO experts, legal content writers, and experienced marketers ready to help boost your overall law firm marketing strategy.
Contact us to set up a consultation with our consult with our Lawyer SEO experts if you need help developing a content marketing plan for your law firm website.