A recent study on digital content strategy shows that only 25% of law firms have a documented content strategy in place. This is a very low percentage that your law firm can use to your advantage to bring in new clients tomorrow.
What Is Legal Content Marketing?
Legal content marketing is more than just drafting something to publish online in your free time. Instead, content marketing is about extensive research and planning of valuable written, visual, social, and super credible content that entertains, educates, and builds trust.
Validate What Your Readers Want (Hint: Don’t Just Guess)
Before you write the first word, you must research your audience and devise a persona that will be used to help foster a connection to a diverse demographic online. It is important to remember that the person consuming your content may or may not be the person who needs legal help, but a friend or loved one of someone facing charges. Perhaps it is a journalist or law student performing online research that will reference you content in a news article or term paper. Find out who is looking for you and what they’re looking for.
Next, you need to dig deep and create content consisting of the topics your target audience is looking for. Then, develop a content strategy calendar and roadmap to guide the development of your content—i.e., what will be posted, where and when.
In short, the research, planning, and content ideas are more important than the content itself. That will come naturally and quickly once you have a plan in place.
Focus on Them, NOT YOU
One tough thing to digest in the legal community is that the content must be focused on the needs, answers, or pain point of the online user. It should not be focused on the attorneys or the law firm.
The last thing you want to do is be like other law firms. Separate yourself from the pack and be your authentic self. People connect deeply this way in the physical world and the sample applies in the digital world.
Educate and Give It All Away
Having been in the attorney Internet marketing business since 2003, the staff at Electric Lemonade has learned many things, but the best so far is educate, educate, educate. It is the best way to engage users, build trust, and convert prospects.
All of the world’s legal information will eventually all be published online. It is a race to get your content there first before your competitors. Quality over quantity and a comprehensive content strategy will get you there.