How to use content to market your law firm

December 09, 2019

According to the Content Marketing Institute (CMI): “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”

It says the purpose of content marketing is to attract and retain customers by “consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.”

As opposed to relentlessly broadcasting marketing messages, content marketing involves communicating useful, relevant information that increases the knowledge of potential and existing customers. As the CMI explains: “The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”

Law content marketing

So, what advice do content marketing experts offer and how can law firms maximise the benefits of content marketing?

Recently in his Forbes.com piece (6 Thoughts On Content Marketing Strategy For Law Firms), advertising and marketing writer Steve Olenski recommends that law firms give their views on important legal matters and court rulings. “Your law firm needs to come up with an original commentary about each important court decision. You will create a rapport with your clients through this strategy, as they will get to know about your firm’s professional opinion about matters of high importance.”

He also stresses the importance of ensuring that your content is consistently of high quality. There should be “light tones” where appropriate, Olenski stresses, with “technical intricacies” never allowed to overshadow the “human element” in your content. Readers should be able to relate to the content, and the tone should be conversational, he advises, with attractive photographs and videos for additional engagement.

And while your content marketing strategy should target a wide audience, due focus should be given to your firm’s strengths, so that you “stand out as experts of a certain niche”.

Knowledge and humour

In 6 Ideas for Your Law Firm’s Content Marketing Strategy, Outbrain’s Veronica Gonzalez writes: “While in-depth articles are critical to showcasing your expertise, if your goal is brand awareness, humor almost always wins.” She also stresses the need for law firms to have a conversation with their clients and show them they care. Gonzalez also recommends including a strong call-to-action and measuring your success so you can learn and improve.

The Lawyer Marketing website (Content Marketing for Law Firms: What You Need to Know), warns law firms to ensure that their content marketing information is genuinely useful. “Today’s consumers are not only media weary, many are also remarkably savvy and able to detect anything that hints of a sales pitch.”

With so much content out there, to “cut through the noise”, the Marketing Insider Group’s Michael Brenner recommends the three Vs – volume of posts (“today’s consumer is always on”), variety of the content (“start mixing it up”) and value (“Value is not negotiable in today’s hyper-competitive information landscape”).

Thought leadership

In her piece for the Contently website, The Surprising New Adopter of Content Marketing: Law Firms, Julia Schur says that although lawyers are, “for the most part, smart and educated”, the challenge is to write content that non-lawyers can understand.

The solution for some large law firms has been to adopt the “discipline and style required by professional journalism to create accessible stories”. And the aim for corporate law firms, she says, should be thought leadership aimed at decision-makers, not advertising. Schur recommends blogging as part of your content marketing strategy, but “just be sure you have something important to say,” she warns.

Content Offer

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