SOURCE: Social Media Explor­er

Con­tent mar­ket­ing changed immense­ly with tech­nol­o­gy as near­ly every firm now need­ed a web­site to be com­pet­i­tive. The next step was fill­ing out the site with con­tent with a goal in mind. Web­site copy has to be writ­ten in such a way to con­vince a poten­tial client to sched­ule a con­sul­ta­tion or look into the firm more. A small piece of con­tent that can make a huge dif­fer­ence is a “Meet The Team” page with bios of the attor­neys of the firm. Peo­ple want legal rep­re­sen­ta­tion with expe­ri­ence and proven suc­cess so the web­site should incor­po­rate this.

Educate Clients

The best client are the edu­cat­ed ones that under­stand that legal process­es can take time. Edu­cat­ing clients on their type of case can help ease their stress which a good lawyer always does. Being able to send over a few links from the blog to show a client how their case is pro­gress­ing through the legal process as it is out­lined on the blog can be con­ve­nient. Peo­ple have legal ques­tions on a dai­ly basis and want a lawyer to answer them and this is where the blog can thrive.

Help Establish Authority

Get­ting the web­site to rank for cer­tain key­words is going to take time but this all starts with estab­lish­ing author­i­ty through con­sis­tent qual­i­ty con­tent being writ­ten. Peo­ple under­stand that there is a wide spec­trum of lawyers in terms of qual­i­ty so the con­tent could be what con­vinces them to go with the firm. The truth is that a per­son is not going to call or vis­it a law firm if there is not a decent amount of con­tent on the web­site. The web­site will be seen with lit­tle or no con­tent as an ama­teur and this is not what peo­ple want when hir­ing legal help.

Help Establish Authority

Turn The Firm Blog Into A Resource

The aver­age per­son does not real­ize that there is a pletho­ra of cas­es being filed due to expo­sure to Roundup, the weed killer. This can also drum up leads if the firm works in areas like weed­killer lit­i­ga­tion. Turn­ing the blog into a resource where ques­tions are answered and arti­cles are writ­ten dis­cussing details rel­e­vant to the firm’s area of exper­tise. Peo­ple are going to use your arti­cles as resources or cite them which can help build links back to the site. This will be dis­cussed fur­ther below but could be the most valu­able part of con­tent mar­ket­ing.

Build Links Back To The Firm’s Site

Build­ing links can hap­pen nat­u­ral­ly where a blog­ger or writer links back to an arti­cle on a law firm’s blog. Doing out­reach can help with this and pitch­ing rel­e­vant pub­li­ca­tions with qual­i­ty con­tent can help as well in terms of links built. Link­ing to a resource is nat­ur­al but it can be far more dif­fi­cult to incor­po­rate a home­page link. Build­ing links is imper­a­tive when try­ing to rank for cer­tain key­words on search engines. Rank­ing on the first page could change the tra­jec­to­ry of a law firm long term as many peo­ple do not go to the 2nd page of a search engine.

Con­tent mar­ket­ing is going to con­tin­ue to grow in impor­tance in today’s legal indus­try. Do not be left behind as it could take years to catch up!