What Does Content Marketing for Law Firms Entail?
Written by AskTheLawyers.com™
Content marketing is simply a term used to refer to the creative content produced with the intention of increasing customer engagement. Content marketing is particularly important for law firms but tends to look a little different from the marketing material produced in other industries. Content marketing for law firms may include blogs, social media, videos, and more.
Content marketing for law firms tends to focus on providing helpful information to potential clients.
Unlike content marketing strategies in other industries, content marketing for law firms is expected to meet certain standards of professionalism, yet faces the same challenge of engaging the interest and attention of potential clients. One of the best ways a law firm can set themselves apart from the competition is to provide high-quality content displaying both the reliability and authority of their attorneys, as well as answering the common questions law clients find themselves facing.
Content marketing for law firms and attorneys may include the following:
- Blogs: Blogs are a great way for attorneys to display their experience and subject matter authority while providing information that potential clients may find both helpful and valuable. It’s important for law firms incorporating blogs into their content marketing strategy to decide on a set schedule for when new content will be released. It’s a good idea to upload new blog posts no less than twice a month, although many choose to upload new content once a week on the same day. It’s important to note that blog content is versatile and can be used on social media, in email marketing campaigns, and more. Legal blogs are an important part of any law firm’s content marketing strategy and can span any topic related to the industry which potential clients may find interesting or helpful.
- Social media: Social media has become an essential part of any modern marketing strategies, and many clients will seek out a law firm’s social media profile to learn more about them. It’s important for law firms to create profiles on one or more social media sites and decide on a schedule they can reasonably commit to for posting new content or sharing relevant content in the field. It’s important to note that a law firm does not necessarily need a profile on every social media platform; Facebook, Twitter, and LinkedIn are popular choices for lawyers, but it’s important to refrain from biting off more than you can chew in regard to social media content marketing.
- Attorney videos: Attorney marketing videos are becoming increasingly popular; with many people preferring to watch videos over reading content, it’s important for law firms to understand and utilize that knowledge in their content marketing strategy. Attorney videos, like blogs, are a great way for lawyers to give potential clients a better idea of their experience and industry authority, as well as to answer frequently asked questions. In a world where in-person meetings are becoming increasingly less common, attorney videos are a great way to give potential clients a face-to-face experience without the hassle of individual video calls. Content marketing strategies across the board are turning to video marketing with increasing popularity, and law firms will need to do the same to remain competitive.
- Podcasts: Podcasts are a unique type of content marketing, if less common than the strategies discussed above. The podcasts of today are treated much like radio shows of the past and provide a way for professionals in their field to discuss recent events, industry questions, and more. It’s important to note that podcasts may be more time-consuming and require more effort than the above types of content marketing, but certainly provide a unique opportunity for firms seeking to expand their content marketing efforts.
To learn more about content marketing for law firms or for help developing the above content, reach out to a legal marketing expert.