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.
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.
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!