The legal market is crowded. It’s no secret that to stand out, you need to make enough noise to be heard. But that’s only half the battle. If you want people to stick around, you need to give them a reason to. And more often than not, this will come from your content.
The importance of content marketing for law firms
Here are just a few of the benefits of your law firm having a watertight content marketing strategy in place:
- Boost your SEO (search engine optimisation) and drive organic traffic to your website
- Build trust, credibility and authority for your law firm
- Improve your conversion rate
- Attract and retain clients
- Increase awareness of your brand
- Build more meaningful relationships with your clients
Ideas to inspire captivating content for your law firm
#1 Ask your audience
When it comes to content marketing for law firms, bigger is always better. But there’s no point in shouting about irrelevant subjects – you need to start by understanding who your target audience is and what they want to see. Your content should add value to their search, not disrupt it. And what’s the best way to uncover the type of content your audience wants to see? Ask them.
Whether you send out a survey, request ideas on social media or simply ask for feedback face-to-face, speaking directly to your audience is vital. It’s the best way to remove the guesswork and gain invaluable insights that allow you to create relevant content that will resonate with your target audience.
Alternatively, if you are keen to take a less direct approach, online forums are also a fantastic way to gain insights into your audience’s pain points and challenges.
#2 Target trends
Understanding your niche is just as valuable as understanding your audience. If you are keen to become the market leader within a particular niche within the legal market, you need to prove you know what you are talking about. One way to do this is to keep up-to-date with all the latest news and trends and create content that helps to educate and inform your audience about them.
#3 Let the numbers do the talking
One of the easiest and fastest ways to uncover new insights to help inspire content creation for your law firm is to explore your analytics data. Start by looking at your website. This will allow you to gain an understanding of the content journey your audience takes and enable you to discover which content is performing best (this will give you an idea of the topics that resonate most with your audience). It will also allow you to identify any areas you should avoid or adapt moving forward.
It’s also useful to look at data from other platforms, such as LinkedIn, as this will again allow you to gain an understanding of the types of content and topics that your audience is most interested in and will help to inspire successful ideas for the future.
#4 Gather inspiration
Another top tip for content creation is to look at what other law firms are doing. Now, by no means are we saying you should copy what your competitors are doing but rather gather inspiration for topics to base your content around. You can use tools, such as that offered by Meltwater, to monitor your competitors’ performance and keep track of key insights on one platform.
#4 In with the old
Is there a particular piece of content that has historically proven to be a hit but is now falling short? Or perhaps you’ve previously created a stellar piece of content that didn’t get the recognition it deserves?
Sometimes, fixing up what you’ve already got can be just as effective – if not, more – than creating a new piece of content. So, if you are stuck for new ideas, remember, you may have everything you need to create a captivating piece of content waiting in the wings. Repurposing and updating your older content is a fantastic way to ensure you get the most out of your resources and can bring some showstopping results with little effort.
Content marketing has always been and will continue to remain one of the most important parts of any marketing strategy – so it’s fundamental to get it right. If you are looking for a helping hand with content marketing for your law firm, contact us today to arrange your free consultation with one of our marketing experts.