Legal content marketing for law firms
If you’re unsure where to focus your law firm’s content marketing efforts, there’s more to this marketing strategy than simply writing articles. Great content speaks to people who will use your legal services and also to search engines to support SEO. But content comes in many shapes and sizes, so lawyers often wonder which options are right for them. This article covers 13 types of content that any lawyer or law firm, regardless of practice area, can add to their law firm’s marketing strategy.
Law firm blog posts
Blog posts are one of the easiest ways to start creating content and getting your law firm name out there. You really just need to sit down, write about what you know and what excites you, and publish it. Of course, you want to make sure your content is engaging for your target audience, so use your market research to write posts that are easily understandable and engaging for your audience. Marketing savvy law firm owners develop a theme for their blogs so that after a year of producing content, they can assemble the material into an e-book or white paper.
Infographics are a powerful tool for lawyers and law firms to reach their target audience. Research indicates that people remember 65% of the information they see in a visual format, compared to only 10% of what they hear. Some lawyers are hesitant to create infographics, but there are plenty of design tools online to quickly and easily produce this type of original content for your law firm. Infographics can live on your website and even be repurposed into your company’s social media presence or collateral materials. They are a great way to explain the steps of the legal process or even the interpretation of complicated laws.
This type of content requires a lot of planning and time, but it can be very profitable. Creating your own podcast that answers legal questions or explains complex legal concepts in a fun, easy-to-digest way allows you to reach a wide audience of potential clients interested in your area of practice. Podcasts are a great idea for attorneys who have clients with similar issues. For a family law attorney, this may include child custody issues or post-arrest issues. A business lawyer may have clients facing issues related to setting up a business or hiring vendors. Having a practice-focused podcast with episodes that focus on issues potential clients often face will help you attract more listeners.
Videos showcase your personality, highlight the unique traits you bring to the table, and create a connection with potential clients. Incorporate search terms into your video title and description to drive even more traffic to your website. YouTube is the “second largest search engine behind Google,” making it a great platform to upload and share your law firm videos. These videos can focus on the same frequently asked questions that you would answer in writing on your website. It can also be a case study or even a customer testimonial.
Publishing your content on other websites expands your network, boosts your own website’s search engine optimization, and helps build your law firm’s brand. You have a lot to gain from just one message. You can post to other legal blogs, magazines, and local publications. Guest posting is an easy way to accredit your practice with bylines and reusable written content.
Whether you publish monthly or quarterly, don’t give up on your law firm’s newsletter. While some people have eschewed their newsletters for more modern forms of content, you’re missing out on a significant portion of your customer base when you do. For maximum effect, stick to a strict posting schedule that allows you to share valuable and relevant information. Don’t send a newsletter just for fun. Depending on your needs, you can create an e-newsletter, a print newsletter, or both. The biggest challenge for law firms and newsletters is sticking to the schedule and figuring out what to say in advance. Marketing-savvy law firms develop an editorial calendar for their newsletters a year in advance, so they never scramble to publish the newsletter.
Drawing on data and statistics, white papers examine a specific issue in your area of practice and dig deeper into the information surrounding it. The information provided in a whitepaper also provides a path forward to resolve the proposed problem. Law firms can successfully produce their own white paper content and keep it on their website to connect with potential clients. But be sure to use the help of a graphic designer if you intend to create a white paper for your law firm. Their creative eye will help make your content stand out to readers.
Sharing resources with website visitors and customers shows that you really care about their well-being, not just about turning them into paying customers. You can create lists that link to helpful resources and guides. These work great for consumer-facing practices that serve populations that might need advice outside of their legal realm. For example, a personal injury plaintiff attorney might post ideas about mental health and well-being after being treated for a serious car accident. Your goal in using curated content is to be a central hub for information your audience might need to know about your area of practice and how it affects their lives.
Satisfied customers are often the best form of advertising. If potential customers see that you have successfully solved the problem they are facing, they are strongly motivated to contact you. Testimonials and reviews can be collected and organized to form their own page on your law firm’s website. However, make sure you are working within the laws and ethics that govern law firm and attorney advertising, as this can be a tricky area of law firm marketing.
Compared to printed books, e-books require almost no financial production and are incredibly easy to share. Some attorneys use e-books as a vehicle to provide step-by-step guides to clients interested in their legal services, while others repurpose blog content into an e-book for easy reading. You can also write an eBook and use it as your lead magnet. For example, a construction defect attorney can give a copy of “7 Things You Need to Know Before Buying a Newly Built Home” to those who sign up for their e-mail list.
One type of content that is often underused is LinkedIn content. When you write an insightful LinkedIn article and share it with your network, they can share it with their network. Your reach can multiply quickly with just one well-written piece of content. This is a great strategy for expanding your professional network, increasing the likelihood of client referrals and brand recognition.
Guides and tutorials offer detailed step-by-step instructions on specific tasks, content that consumers can use immediately. The topics you cover depend on your audience and area of practice, so you can start by uncovering the pain points your target market is facing and the legal issues you can immediately address. For example, a family law attorney can write a how-to guide on collecting financial and other documents to aid in the analysis of assets during a divorce. A business attorney could do a screencast of how to register a business in their state and set up a tax return.
Conferences and speeches
When you establish yourself as a leader among your peers, you are in an excellent position to be accepted as an expert by potential clients. You can host CLE events and dive deeper into a topic relevant to your area of practice, serve as a speaker at legal conferences, and share your expertise at other industry events. Be sure to share any video content of your speaking engagements on your website. If your speech is then transcribed, it becomes another source of content that could attract customers and contacts.
For modern law firms, content is a key part of their marketing and business development strategy. Everything on this list of content types will drive traffic to your law firm’s website. By integrating different types of content into your marketing plans and on your website, you can reach clients from all walks of life while establishing your position in your area of practice.