Developing Content Marketing Strategies for Law Firms

There are many avenues via which regulation companies can entice shoppers, but it surely’s no secret that the web is among the strongest lead era instruments so far. 

Law companies of all sizes use the web to market their companies, comply with up with shoppers, and publish thought-provoking content material.

With the assistance of the web, regulation companies can now market themselves throughout quite a lot of channels. This is the place content material advertising and marketing is available in to help companies in creating the proper content material for the proper viewers on the proper time.

How can you utilize content material advertising and marketing to develop your regulation agency? Read on for recommendations on find out how to create an efficient, client-attracting content material plan. 

Why Content Marketing Matters for Law Firms

Content advertising and marketing is a kind of law firm internet marketing technique that includes creating and distributing informative, audience-focused content material on-line with the aim of attracting web site guests and, hopefully, new shoppers. It can tackle quite a lot of types and serve quite a lot of aims, however the primary objective is to assist regulation companies attract new shoppers on-line. 

In truth, research present that 65% of law firms spend nearly all of their advertising and marketing {dollars} on-line, which signifies that at this time’s regulation companies see the worth in and are profiting from on-line advertising and marketing. 

A content material advertising and marketing technique can help regulation companies in reaching extra prospects via useful, related, and interesting content material.

10 Steps to Creating a Law Firm Content Strategy

Legal content material will get a nasty rap for being “boring”, but it surely doesn’t must be. 

In truth, your shoppers are looking for info and this places you in a fantastic place to create content material that helps them navigate the authorized course of with ease. 

Below, we’ve outlined 10 steps to uncovering good content material concepts, distributing your content material, and utilizing content material to draw new shoppers. 

1. Identify Your Main Objective

Content can serve quite a lot of functions – from attracting web site guests to growing engagement on social media to rising your e mail record. 

Before creating content material, it is best to think about what your main goal is so that you’re ready to create content material that helps you accomplish this aim. Different varieties of content material work to generate totally different outcomes, so it’s value figuring out your fundamental goal(s) from the very starting.

With your content material, are you attempting to:

  • Attract web site guests?

  • Grow your e mail record?

  • Increase social media engagement?

  • Increase your regulation agency’s authority on-line?

  • Run a PR marketing campaign?

  • Improve your search engine marketing (Website positioning)?

  • Turn guests into leads?

  • Attract backlinks?

These are just some of the various aims you might have for your content material. Consider these earlier than creating your content material advertising and marketing technique so that you’re positive to create the correct of content material to realize your targets.

2. Research Keywords for Website positioning

If one among your aims is to enhance your law firm’s SEO, then it would be best to analysis searchable key phrases to make use of in your content material.

This includes figuring out key phrases your target market is looking for to search out regulation companies like yours, or in any other case discover details about the kind of authorized companies you supply.

To do that, you need to use key phrase analysis instruments like or to search out key phrases to you in your net pages or in your weblog posts.

Here’s find out how to do key phrase analysis for your weblog articles:

  1. Use key phrase analysis instruments to go looking for any phrases you may consider that may describe the companies you supply or some questions your target market could have.

  2. Look on the search quantity and competitors rating of those key phrases to see if they’re value focusing on in your web site. The candy spot is key phrases which have excessive visitors quantity however low competitors.

  3. Use the “Related Keywords” operate to search out related key phrases you won’t have considered throughout your unique search.

  4. Make an inventory of the key phrases you assume take advantage of sense for your web site and write out some potential weblog submit titles that relate to those key phrases. For instance, “find out how to file for divorce” may grow to be “How to File for Divorce – X Steps” or “How to File for Divorce – Avoid Stress & Animosity”.

  5. Use your goal key phrase (for every submit) all through your content material, paying particular consideration to your submit’s title tag, meta description, and H1 and H2 headings.

3. Spy on Your Competitors’ Content

Sometimes you’ll end up a bit stumped on what content material subjects to deal with in your web site. This is when it’s a good suggestion to scope out your rivals’ content material methods to see what key phrases they’re focusing on and what content material they’re posting on social media.

You can use the identical key phrase analysis instruments as above (SEMRush and Ahrefs) to go looking for your rivals’ domains and see what key phrases they’re rating for. This could be a good way to search out key phrases you ought to be focusing on by yourself web site.

Not all content material must serve an Website positioning objective, nonetheless. If you see your rivals posting thought-provoking content material on their blogs or social media channels, this can provide you some concepts for content material you may create to extend engagement, enhance your agency’s authority, and even entice shoppers to your web site.

4. Ask Your Audience

The authorized area of interest is extremely aggressive, which frequently makes it troublesome to provide you with content material concepts that haven’t been tackled earlier than. It’s a sensible concept to ask your viewers what subjects they’re desirous about and what questions they’ve concerning the companies you supply and the authorized course of generally.

You can do that by posting a query like “What questions do you’ve about X?” on social media, by sending out an nameless survey, or by sending out a marketing campaign to your e mail subscribers. Then you may flip these questions/subjects into weblog posts and/or create a Frequently Asked Questions web page in your web site.

5. Establish a Content Schedule

When it involves content material advertising and marketing, high quality comes first however consistency makes the distinction. Your regulation agency’s content material advertising and marketing technique is made simpler when you find yourself publishing, posting, and advertising and marketing your content material regularly.

In the start, you might need to begin sluggish so you may sustain with an everyday posting schedule. Even in the event you’re solely posting two occasions monthly, that is higher than skipping months at a time. Later on, you may think about hiring assist (like a weblog author) to create extra content material on a constant foundation.

Project administration instruments like Asana and may help you keep on schedule, set up your content material particulars, and be certain that you’re distributing your content material throughout a number of channels.

6. Write with “EAT” in Mind

EAT (Expertise, Authority, and Trust) is an idea in Website positioning that applies to creating content material that’s written with customers and search engines like google and yahoo in thoughts. It’s used to information manufacturers in creating content material that gives worth to readers and consists of related, correct info customers can belief.

By distinction, many manufacturers merely write with Google in thoughts – chocking their content material filled with key phrases and hoping for the most effective. Instead, it is best to focus first on offering content material that helps your viewers study, accomplish their targets, and discover the most effective regulation agency for their wants. 

Website positioning powerhouse Moz revealed an in-depth information on how to write for EAT so you may create content material that each Google and customers need. 

7. Create a Content Distribution Plan

You’ve deliberate your subjects, written your content material, and have hit “publish”… now what?

After creating your content material, you’ll need to have a plan for distributing your content material throughout platforms to get as many eyes on it as attainable. This could be finished manually or via using content material distribution instruments like Buffer or Hootsuite.

Here are a couple of locations you may share your content material to generate extra visitors, engagement, and views:

  • Facebook posts

  • Facebook Ads

  • Instagram posts or tales

  • Email record/e-newsletter

  • Repurpose as YouTube video

  • Twitter

  • LinkedIn 

  • Google Ads

  • Pinterest

  • Reddit

  • SMS (textual content message advertising and marketing)

  • Blog

  • Messenger bots

  • HARO (Help a Reporter Out)

  • Google My Business posts

  • Guest posting on third-party websites


  • Quora

  • Bing Ads

8. Focus on Lead Generation

If one among your aims is to generate extra leads for your regulation agency, then it would be best to give your readers numerous alternatives to contact you (i.e. “convert”).

When publishing and sharing your content material, think about what motion(s) you need customers to take. Do you need them to obtain an e-book? Give you a name? Fill out a kind? Whatever it’s, make this clear so you may generate as many leads as attainable.

Here are a couple of methods to generate leads out of your content material:

  1. Include contact types on the service pages of your web site.

  2. Add downloadables like ebooks and infographics to your weblog posts so customers have to offer their e mail addresses.

  3. Include calls-to-action in your social media posts to encourage followers to contact you.

  4. Add your telephone quantity to your net pages to make it straightforward for prospects to succeed in you. 

  5. Promote your e mail newsletters to gather extra e mail addresses. 

  6. Create “lead magnet” content material customers could be desirous about. Make is so that they have to offer their contact info earlier than downloading this content material. 

9. Follow Up with Prospects

What use is a lead in the event you don’t comply with up with them? Unfortunately, this can be a mistake a number of regulation companies make (as proven in Hennessey Digital’s law firm intake study) and it could actually actually price them potential shoppers. Don’t overlook to comply with up together with your leads!

When you accumulate info from prospects (whether or not it’s by way of e mail, social media, your contact types, or by telephone), it is best to report this info and description a course of for follow-up. This can contain having an automatic e mail marketing campaign or having somebody in your staff following up with the prospect instantly.

Customer Relationship Management (CRM) instruments may help you retain your lead info organized, examine follow-up standing, ship consumer paperwork, and way more. Use these to make sure that you’re following up with each lead and aren’t lacking out on new consumer alternatives.

10. Create Linkable Assets 

A linkable asset is a kind of content material that works to draw backlinks to your web site. Links from high-quality websites can enhance your personal web site’s Website positioning, growing your rankings and drawing in new web site guests.

There are many varieties of linkable property you may create. These vary from ebooks to visitor articles to interviews to webinars and past. We’ve supplied 8 ways to attract backlinks so you may enhance your web site’s Website positioning and generate much more visitors.

The nice information is that your content material can serve many functions directly. For occasion, you may publish an Website positioning-friendly weblog submit that generates visitors, attracts backlinks, drums up engagement on social media, AND converts readers into shoppers. The extra you may “kill two birds with one stone” together with your content material, the higher!

Law Firm Content Marketing Made Simple

By now you see that content material advertising and marketing for your regulation agency doesn’t must be a troublesome job. With the proper planning, instruments, schedule, and writing know-how, you may create superb content material that strikes your regulation agency ahead.

Create content material that will get your viewers buzzing and itching to work with you. The extra content material you create, the extra your expertise will enhance and the higher you’ll be at utilizing content material to show passive guests into new shoppers. 

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