The legal sector is incredibly competitive. Cutting through the noise in a saturated industry is incredibly tricky, it requires a well thought out content strategy. But how do you deliver a well thought out content strategy for your law firm? What type of content will resonate with your audience, what type will be the most effective?
Let’s take a look at the types of content you can use in the legal industry to cut through the noise and deliver quality content to your audience.
Engage, Educate, Entertain, Inspire & Convert
The tricky thing about content is that virtually any piece of content can be successful in its given environment. Your first goal is to know your goals. It provides the pillar for what type of content you’re going to create. You might want to educate your audience about a certain niche element of the legal sector. You might want to improve your brand awareness, establish your credibility, entertain your audience, or you might simply be looking to attract new clients.
By answering this question, you’ll then begin to look at who exactly fits your audience profile, and where they align with your goals. Who is it that you’re trying to reach? What do they want, and what do they need to know? This is the next step of your plan, outlining the key messaging and information that will resonate with that audience to help you reach those goals. It could be an idea to start with a bit of keyword research to find out what that audience is searching for.
You begin to work step by step through the stages of your strategy. This involves taking a deep dive into your brand, and exploring the visual elements, the brands positioning, identity, values and much more etc. To take a look further into unlocking your brand checkout our resources here.
We then arrive at the crux of the topic. What type of content is going to be most effective for your law firm?
What Type Of Content Could You Invest In
Content To Engage
One of the leaders in informative content is the infographic. They convey a vast sum of information in a very digestible, highly visual way. Infographics are also easily shareable and engaging.
Content To Educate
Another type of informative content with slightly more of a lead hook, is blog writing. Blogs are a great way to capture specific search intent, with slightly more long tail keywords, and direct problem solving ability. They also aim to provide answers to much more niche questions, but are slightly more CTA heavy.
Some other examples that fit well with informative content are things like listicles, e-books, and webinars. Each type of content has a USP. Lists are great for giving individual tips, advice, or rankings. E-books are a great way to demonstrate considerable expertise on a topic, which will be difficult to achieve in a shorter form blog post. Webinars are designed to be a much more personalised informative journey, where you can ask more direct questions with more direct answers.
Content to Entertain
Content like videos or podcasts are great for profile raising and brand awareness. That’s not to say that awareness is video content’s only skill, but as a visual stimulus, especially when spread on social media, video provides a great route to get traffic to your website. Podcasts are another method to tackle slightly more complex problems, and display more expertise on a topic in a more personable way. They’re a great way to humanise your firm.
Content To Convert
How-to guides can provide a huge cluster of information, but are also designed to generate action. You can show off a huge volume of information generally, but most people’s problems are always customised. Ultimate Guides allow you to explain the problem, and offer the chance for visitors to address it directly through your CTA’s.
Landing pages similarly, are designed to drive an action. Some designed for PPC campaigns specifically are purely conversion tools, whilst others that are part of your main navigation can be dual purpose. Fundamentally though, whilst they aim to answer questions about your certain topic, the ultimate goal of this type of content is to draw some form of action (whether that’s a sign up, an inquiry, a sale etc.)
Content To Inspire
A further goal with your content might be to inspire. This is where your case studies, or testimonials come in. Highlight what you’ve done in the past with similar projects. This type of content often needs context, so case studies often arrive later in the buying journey once you’ve explained the how!
Finally you might develop some content that is designed to entertain. Whilst informative content appeals to visitors rationality, entertaining content appeals to visitors emotionally. It’s good to connect on an emotional level from time to time, because ultimately people want to interact and buy from people, not scripts and robots. Maybe write some anecdotes, or create a meme.
Ultimately, if your content is good, it’s going to end up satisfying multiple objectives. Inspire, engage, entertain, educate, convert. 5 pillars that form the content you create!