Your clients are constantly bombarded with ads and other types of sales content nearly everywhere they turn. The last thing they want to see on your social media posts or legal website content is another attempt to directly sell your firm’s monthly magazine subscription or other services.
More and more internet users are turning to ad blockers for reasons like irrelevance, intrusiveness, distrust in personalized ads, and so on. This means that your paid digital marketing efforts might not be hitting the targeted numbers.
Fortunately, the internet offers infinite ways for businesses to sell their services without having to sound salesy. Content marketing is the creation and use of client-centered content to gain an audience, who ultimately become customers.
The trick to effective legal content marketing is passing your message across to potential leads without selling. How do you do this? With a lot of creativity and by applying the tips below.
1. Provide Valuable Content
When we talk about content, we not only mean the copy on your website or social media, but also images, videos, and podcast material. It is the information and knowledge you share with your audience, regardless of its format.
When creating legal content, ensure that it has value by making it relevant, genuine, high-quality, clear, focused, useful, and compelling. People love and will always return to content that solves their problems. From this, you can generate leads, traffic, and conversions.
2. Optimize Your Content for SEO
For your valuable content to reach an audience that needs your services, you have to optimize it for search engine rankings.
Search engine optimization (SEO) involves making changes to your content and website so that they appear among the top search results. Optimized content means that many internet users are seeing and clicking on it, bringing more traffic that converts to clients.
3. Diversify Your Platforms (and Content)
Ultimately, your target audience will dictate the platforms you choose to share content. What are their preferences and demographics? Where do they spend the most time? Which channels are likely to reach a large number of them?
However, this does not mean that you limit yourself to a single channel. Explore different platforms and what they have to offer for content marketing. Remember to create content that you can share in different formats and track their performance too. For instance, videos now generate more engagement on Facebook than any other type of content.
Most digital marketing tools have an analytics feature where you can see posts that have been doing well and which ones to revise.
4. Consistency Is Always Key
One of the key principles of content marketing is consistency. Your audience views tens of posts from businesses while scrolling their timelines, including that from your competitors. For them to learn about your firm, enough to trust you with their legal problems, you have to show up consistently.
One of the ways to ensure consistency is implementing a content calendar with the time, day, and type of post to share depending on your schedule. You can also create a batch of posts beforehand so that you are not overwhelmed daily.
5. Hire a Content Marketing Company
As you can already tell from the above tips, content marketing can be complex. This is especially true for an attorney who is always busy at the court or with clients at the office.
Being a fairly new field, digital marketing has tenets that keep changing with time. It’s nearly impossible for a lawyer to keep up with all this information, especially the technical stuff.
Hiring a legal content marketing company takes away all this burden. It gives you the peace of mind and time required to serve the most important people; your clients.