Content marketing

Law Firm Content Marketing: Content Creation Strategies – Legal Examiner

Summary

Content marketing has many moving parts. From keyword research and social media strategies to repurposing content, reviewing analytics, and tracking key performance indicators, everything needs to work together to make up an overall plan. It needs to be flexible, with the ability to change based on the efficacy of your efforts, trends, search engine considerations and other factors that affect your firm’s brand, messaging, and practice areas. 

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Content marketing has many moving parts. From keyword research and social media strategies to repurposing content, reviewing analytics, and tracking key performance indicators, everything needs to work together to make up an overall plan. It needs to be flexible, with the ability to change based on the efficacy of your efforts, trends, search engine considerations and other factors that affect your firm’s brand, messaging, and practice areas. 

Each step of a law firm content marketing plan has a defined purpose and contributes to a business goal. Whether that goal is to build awareness of legislation changes or attract new clients, every piece of content you create needs to be part of a strategy. Otherwise, your efforts won’t deliver the best outcomes, and they could even harm your brand.

Content creation is the first stage of content marketing for lawyers. There are three key parts to the creation process: 

  1. Pillar pages, content clusters and internal linking.
  2. Tools – ideation, optimization, and editorial calendars. 
  3. Search engine optimization (SEO) strategies

But first, understanding the role of content to reach business goals and the audience(s) you need to engage with is crucial to create effective content.

How Law Firms Can Attract Clients through Content 

In the legal industry, there’s the added difficulty of communicating complicated and confusing legal topics to an audience that has little or no understanding of them. Legal terminology and jargon are something the average client will need to be explained to them in a way they can relate to. While some legal terms can’t be avoided, it is possible to reach, engage and influence others.  

Simplifying language, creating infographics, and even short videos or online guides are ways to share information with your audience and position your firm for new and returning business. In fact, using a mix of formats is an excellent content marketing strategy. 

Quality and effective content has a clear purpose and defined audience, considers trends, includes valuable SEO tactics relevant to content marketing, and outlines how it all works together. Combining these factors and strategies during the content creation process will help build brand awareness, authority, and credibility. Ultimately, when done right, the content will result in leads and other positive connections with the audiences that matter most to your firm.

While the later stages of content marketing are extremely important – distributing content and analyzing key metrics – if enough skills, time, and other resources aren’t put towards content creation, the results won’t be nearly as impactful. Anyone can send out an email newsletter and make posts on a blog or social channel, but if what you deliver doesn’t resonate with your audience, time will be wasted, …….

Source: https://www.legalexaminer.com/category/legal/content-marketing-lawyers/content-creation/