Content Marketing for Lawyers Content marketing is a new approach to marketing that offers content on the premise of building a loyal audience that will eventually convert to a portfolio of clients. The content that is provided is informational, relevant and is helpful for the target audience. While this content is only passively promotional, the returns from consistently providing such content are astronomical, especially for law firms. This is because content marketing helps to position the lawyer’s firm as a reliable source of information and a trusted provider of law services. If the customer is not ready to hire the lawyer today, they may very well keep the lawyer in mind for future reference. Here are a few of the best tips and strategies for successful content marketing for lawyers.
Importance of Content Marketing Content marketing is quickly changing the ways in which law firms are reaching and interacting with customers. Many businesses already provide free content to their target audiences. Such content can include engaging social media posts, monthly newsletters or weekly blog posts. No matter the format, delivering content in this manner helps to attract a much larger following of prospective clients and helps to generate leads. Researchers are also finding that one of the major flaws of traditional marketing has been its intrusive nature. From lengthy television commercials to unsolicited direct mailers, customers increasingly prefer to conduct their own research for products and services they need, with many of them relying on the internet for this information. This is why it is so important for law firms to maintain an online presence and to provide content their target audience finds valuable.
Many law firms are benefiting from this great opportunity. Here are a few of the top advantages of content marketing:
Relationship-building. One of the main priorities of content marketing is nurturing relationships with both new and existing customers. What better way to do this than with engaging and informational content? In building long-standing relationships, customers will come to value and trust the advice provided by the law firm, and even pay the ultimate respect of hiring the law firm to handle their legal matters.
Variety of content. Content marketing offers flexibility and variety in marketing. Some of the most popular forms of content marketing include articles, blogs, email marketing, eBooks, videos, Podcasts, infographics, white papers, and even interactive content. By using various types of content, the audience will stay engaged and interested in what the law firm has to offer for an enhanced experience. Various types of content can also be repurposed over time for additional diversity. For example, quotes and statistics from blogs can be used as social media posts.
Data-driven. Content marketing is data intensive. Analytical insights and metrics can all be obtained from content marketing. This is a great way to measure performance across various digital platforms—allowing the law firm to confirm what is or is not working in their content marketing strategy.
Cost effective. Content marketing for lawyers is a very budget friendly alternative when compared to traditional print media. Since content marketing is conducted entirely online, it is a great way for law firms to scale their marketing expenses but also reach a larger audience at the same time.
Branding. Content marketing is a highly effective way to deliver a brand’s message and create a positive image in the mind of prospective clients. Branding can lead to increased opportunities to convert customers and ultimately increase revenue for the law firm.
Educate the customer. Content marketing is also a valuable tool that educates the customer on all of the great benefits and expertise that the law firm has to offer. Interesting and informational content is at the heart of content marketing. This is because consumers will find this content helpful as they narrow down their search for the right lawyer.
Content marketing is a direct way to add value to customer’s lives without offering products and services in a sales-oriented, pushy manner. Content in the form of informative resources like blogs, social media posts, email campaigns, and regular newsletters are all ways in which lawyers can deliver content to their core audience, expose their expertise and drive traffic to not only their website but directly to their law offices. Content marketing for lawyers is making a huge impact on the legal field this year. To learn more about content marketing for lawyers contact a leading marketing firm today that can assist with creating the perfect content marketing strategy for the law firm’s needs.