[Author: Noreen Fishman]
It’s hard to market content to law firms. Unfortunately, fun, excitement, and engagement are usually not the first words people use to describe content in the legal field. Content published by most law firms often gets a bad reputation for being boring and uninteresting. Many digital marketers will also shy away from working in the legal industry and avoid legal marketing projects because they find the work uninteresting and boring. However, any law firm looking to demonstrate knowledge and experience to potential clients and clients needs to create and publish engaging content.
Content marketing for law firms provides plenty of opportunities for lawyers and law firms to develop unconventional and innovative ideas and strategies. Here are some tips for creating engaging and great content for your law firm.
Content Marketing Tips for Law Firms
1. Create content that covers every step of the customer journey
When creating engaging marketing content for your law firm, it’s important to know your audience. Instead of trying to attract a large group of users online, try creating content that relates directly to your target audience and where they are in the customer journey.
The customer journey consists of four phases: awareness, consideration, conversion and retention. To create content for each of these stages, you must first understand them. Take a look at this audio notation In planning your customer journey to figure out the best way to improve content at every step.
2. Make your main point clear
Items such as title, meta description, URL, and an introduction You should make the purpose of your content very clear. Headlines and intros are a user’s first impression and your only chance to get them to click and continue reading.
Don’t beat the bush with stylistic choices when it comes to introduction and meta description. Grab their attention while at the same time showing you what you are going to discuss in this piece of content.
Finally, make sure that the headings and subheadings give your readers a good idea of what each section is about. Remember: readers are there because they want answers. Do not lead them into a rabbit hole, because they are unable to find an answer to their questions.
3. Shape the content around the pain points of your target audience
Everything you create should have your target audience in mind. Start by creating an ideal customer profile, built on the demographics, interests, lifestyle, and attributes of your target audience. Next, identify your customer’s biggest points/questions.
From there, you can create content that offers solutions to these problems and addresses the stress they are feeling.
Check out this free guide to help create the perfect client profile: A Law Firm’s Guide to Creating the Perfect Client Profile.
4. Use different formats to your advantage
There are many different types of content you can provide, such as blogs, e-books, and technical documents. Even blogs alone have a lot of sub-genres such as how-to guides, lists, thought articles, etc.
Think about how much information you will need to adequately answer your target audience’s question or address their pain point. If it requires a lot of reading, consider creating a file eBook. Or if there’s something you feel can be connected fairly quickly, create an easy-to-follow list.
Don’t waste your time uploading blogs that are as long as an eBook when you can put this information in a split format and get a better response.
Finally, consider experimenting with other types of content such as webinars or videos to educate your audience while staying engaged. In our experience, many users prefer learning about complex topics via audio and video content rather than getting muddled through a long, engaging blog post.
5. Create content that appeals to the human experience
Online users often respond to engaging, emotional, and/or controversial content. With this in mind, there are ways to create content that will truly resonate with your target audience. Educating your audience about current trends and developments in law is one way to do this.
Marketers need to make sure that their content is timely and relevant to their target audience. Think of ways to incorporate current events, popular culture, and trending topics into your content to capture and interest your audience. Try to create relevant and interesting content for your audience. You want to make sure that your content resonates with your audience and encourages engagement. Make sure your content is original and doesn’t seem overly technical.
6. Use visuals/videos as needed
Readers today are more eager to work through blog posts or longer pieces of content if they are full PicturesOr graphs or videos. If you’re detailing something with a lot of vocabulary, consider creating a colorful graph to go along with it. If you want to expand on a topic, create a short explainer video on the topic with more information.
Above all, make the visuals attractive and entertaining. Stored images are fine when necessary, but create your own content where you can help make your writing more engaging.
7. Get rid of negative knowledge
Often, law firms, in particular, can be guilty of producing negative content that only serves to inform and deliver excessive technical knowledge. This method can work for SEO but it is not effective for conversion. While creating content that works for information it may only reach audiences who are looking for that particular information, content that uses Applied knowledge It can attract a wider demographic of potential customers. Content based on applied knowledge not only informs the viewer, but also helps him understand the information. It should inspire, guide and help the reader to take action on any issue or topic that may be.
Using applied knowledge in content marketing shows your audience that you understand and experience them. The most important aspect here is not to overwhelm the customer with technical or overly boring information. Instead, apply the information in a way that suits the client’s needs and desires. This is also a great opportunity to incorporate charts and graphs into your content to more easily share digital and technical data. Delivering applicable knowledge gives the customer the ability to make informed decisions and build confidence that your company is providing valuable expert information.
8. Use storytelling to your advantage
Just explaining legal terms can get very boring. Amplify your content by embedding StoriesAnd examples and metaphors to make it easier to understand. Not only does this help you explain your points further, but it also makes your writing fun to read.
9. Write in an informal tone – avoid legal jargon
Imagine if you read a blog by a chemist after searching on Google about how baking powder works and they just explained the process in their chemistry vocabulary without breaking it down? Although the terms may seem easy to understand to you, this is not always the case for the general public. Although readers are looking for information, they will click very quickly if they find the blog difficult to understand.
Above all else, try to write the way you speak. Consider getting someone to read your writing who is not in the legal field. Or try speaking out loud in your writing. If the words don’t roll naturally on their tongue and sound like everyday dialogue, they may be too formal for online readers.
10. Make it actionable
Sure it’s nice to hear an explanation of legal terms or the news, but what should readers do about it? type per second So it’s clear what you want the reader to think or do. And don’t forget to put an easy way to follow call to action at the end so the reader knows exactly what to do next.
Boring, uninteresting content can prevent you from attracting, securing, and retaining new customers. Legal marketers can get creative by producing insightful and interesting content that captures prospects and customers at every step along the buyer’s journey, captures human experience, and uses applied knowledge. This type of content has the potential to generate leads and increase awareness of the services offered by your law firm.
Need help with content marketing for law firms? Struggling to develop a coherent content strategy that resonates with your target audience? We can help.
This post has been edited and republished from September 8, 2019.
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