Content Marketing: What Every Lawyer Needs to Know

In today’s digital world, content has never been more readily available.  Just get yourself a smart phone and WHAM – you’ve got content for days. This is music to the ears of marketers.

Content Marketing is the easiest, most cost effective way to market your law practice. Let’s start with the basics…

What is Content Marketing?

Content Marketing can be defined as a marketing program that centers on creating, publishing, and distributing content for your target audience – usually online – the goal of which is to attract new clients.

Your content can be in the form of blog posts, videos, podcasts, e-books, Facebook posts, Instagram stories, or even tweets! All of which should be utilized in your content marketing plan.

Why Do It?

Content Marketing can increase your website’s Search Engine Optimization (SEO), provide valuable information to your current and future clients, solidify yourself as an expert in your field, increase your leads, and skyrocket your billables. Cha-Ching!  Let’s unpack that.

SEO is the practice of increasing the traffic to your website through organic search engine results. Google is smart – like really really smart. Google has advanced algorithms that allow them to accurately assess the quality of content posted on the web. AKA if you post quality content, you will rank high in Google search results. It’s as easy as that.

People trust experts. If you consistently publish quality content, you will appear as an expert in your field. Play your cards right and you will become the go-to guy on the internet.

Give without expectation. Answer all your client’s questions before they ask them. Walk your clients through an initial consult before they schedule one. Provide your prospects with content they crave.  This will pay you dividends down the road.

Essential Platforms for Publishing and Promoting Content:

Unlike Platform 9 ¾, social media platforms don’t require you to run through a magical brick wall. Most lawyers are familiar with the major social media players – Facebook, Linked, Instagram, and Twitter. These platforms are essential for lawyers and can be used to publish and promote content.

Facebook is more of a pay to play platform.  It’s difficult to reach your audience organically. You can thank Facebook’s recent News Feed adjustment for that. Therefore, in order to ensure your content reaches its intended audience, you may need to pony up some dough. Luckily, Facebook Advertising is an easy-to-use tool that can define your audience and expand your content’s reach.

LinkedIn is a phenomenal platform for publishing and promoting content. As of September 18, 2018, LinkedIn had 562 million users. Averaging an additional 2 members per second. And with Microsoft’s $26.2 billion stamp of approval, you can rest easy knowing this platform isn’t going away. Better get on board now or risk missing the boat.

Instagram is the dark horse of the group. Many lawyers have taken a pass on this platform. This is a MISTAKE. Instagram’s new emphasis on video content makes it a prime marketing tool. Lawyers can host seminars on Instagram Live, post behind the scenes footage on Instagram stories, and even post longer webinars on Instagram TV. If your firm is in the video content game, which it should be, an Instagram account is a must-have.

Twitter is also a heavy hitter in the world of social media marketing. Lawyers are limited to 280 characters per tweet, making it difficult to publish original content. However, the platform is perfect for promoting content from your website. Twitter is also great for engaging with your followers and posting updates about your business. Here’s a list of 10 Twitter tips for lawyers to grow their following.

DIY v. Outsourcing:

The beauty of content marketing is its ease of entry. You can start right away. Draft an article, post it on your website, and promote it on all your social media pages. Getting started is easy as that.

Notice I said “getting started.” The above steps will get the ball rolling but they will not take you to the promised land. In order to achieve success, you need a long-term content strategy. You need to create and promote content consistently and with purpose. You need a call to action in every post. You need a publishing schedule. You need to track and measure your results. Exhausted yet?

Many lawyers outsource their content marketing. Others keep things in-house. Both methods can bring success, if done correctly.

Outsourcing places your content marketing in the hands of professionals, but it comes with a cost. If you go this route, ensure that you are working with a reputable company that is clear about your brand’s voice.

In-house marketing will give you complete control over your content and your brand’s voice, but requires hard work and dedication. I highly recommend all lawyers take HubSpot’s Content Marketing Certification Course. This course will give you the tools necessary to take your content marketing to the next level!

Bringing it Home:

Content Marketing is the best way to organically market your law practice – hands down. If you can consistently create quality audio, video, and written content, the sky’s the limit for your business. Time to get to work…

via The Lawyers Post