Content marketing is an essential part of digital marketing for law firms. Often neglected in favour of other marketing channels, content marketing is the secret weapon for all modern law firms looking to dominate with their marketing strategy. It’s so effective that a recent study found that content marketing acquires three times as many leads per dollar spent in comparison to paid search.
The one main barrier keeping law firms from creating content is cost. Delving into content marketing can feel like a frightening risk for a law firm because it’s difficult to draw a line between your firm’s content and leads generated. However, content helps spread brand awareness, encourages repeat business, recruitment and distinguishing your law firm from the competition – and that’s only to name a few of the benefits.
So, to ensure your law firm is utilising the best marketing strategies possible, we’re here to take the cost out of content marketing. The Adobe Suite is a costly investment, but the following tools are completely free and are perfect for content marketing novices to make beautiful assets and improve their skills.
What is content marketing for law firms?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
The content created could be anything from a flat asset, an informative video, an attractive infographic or an engaging blog post. Essentially, it’s anything that you’ve created yourself and then optimised with SEO.
To help you start creating all that great content, we’ve put together some great tools that you can use for free to help plan, organise and create your content marketing for law firms. Even if your firm doesn’t currently have a hefty marketing budget or a dedicated marketing team, you can still create something fantastically informative with these 5 tools:
Free Content Creator: Canva
The absolute god-send for photo editing and graphic design novices, Canva is a free software that’s incredibly user-friendly. While the Adobe Suite (namely Photoshop) is the industry standard, it can be expensive and overwhelming to begin. As an alternative, Canva’s interface is incredibly intuitive, so it’s very friendly for beginners, and also has a whole library of free graphics, fonts and templates.
Free Infographic Content: Thinglink
Want to create something a little more exciting than a flat asset? We like your ambition! For interactive images, videos and 360 content, Thinglink is where you’ll want to go. It’s a no brainer that infographics are both incredibly popular and super effective at getting more complex concepts across to the average client (which is incredibly useful for law firms!) As a general rule, users love to engage with visual content, and they’ll love to interact with the content you create on Thinglink. There are plenty of possibilities with Thinglink, and if you’re trying to communicate complex topics or ideas, interactive content could help you simplify them for your target audience.
Free Blog Post Topics: HubSpot’s Blog Topic Generator
Content marketing isn’t all just swish assets and interactive infographics. Sometimes, going back to basics is the best thing. That’s why Hubspot’s blog topic generator is a hugely helpful tool. Writing great titles is essential to content marketing success. Unfortunately, not every content creator is also an expert copywriter. But that’s okay! HubSpot’s handy generator can help you come up with catchy titles that will get your content lots of clicks. Simply go to the Blog Topic Generator, enter three nouns relevant to your legal niche and wait for HubSpot to generate catchy headlines.
Free Photo Content: Pixabay
Any SEO expert can tell you that blog posts with images tend to be more engaging than those without. But most of the time, you end up having to pay a lot of money for quality images if you use Adobe Stock or another commercial stock image site. Fortunately, there are a few quality free alternatives! Pixabay is a great site where you can find royalty-free images. Use attractive images alongside your content to keep your audience visually stimulated and help boost your SEO.
Free Content Scheduling: Hootsuite
If you’re looking for an easy way to upload all your content in one place, Hootsuite is the software for you. Whilst it doesn’t have the most data or the most features of all the scheduling tools available, Hootsuite is perfect for content marketing beginners. It doesn’t take long to set up a Hootsuite account. Just enter your email, create a password, and you’ll be up and running in less than a minute. The interface is intuitive and easy to use, no matter how tech-savvy you are.
If you’re looking for help with your content marketing, get in touch today to organise your free consultation with one of our digital marketing consultants or head over to our dedicated social media marketing for law firms page to discover the services we can offer to take your firm to the next level.