Step 1: Develop Your Content Marketing Platform
There are a few different content marketing platforms that effectively work for lawyers. Two of the most successful are blogging and video content.
Blogging: Blogging is beneficial to lawyers for many reasons:
- Every time you publish a new blog to your website, Google counts that as an additional page to your website. Google wants to create a great user experience and rewards websites who publish fresh, relevant content by ranking their website higher organically.
- Posting content relevant to your practice area builds credibility and trust with potential clients.
- Knowledge is powerful; the more content you publish, the more it differentiates you from your competition.
You can post blog posts on your website or you can publish them in a local magazine. By being published in a local magazine, you will establish credibility, get more clients, build relationships with other attorneys, and reinforce positive reputation management. You can also take advantage of online legal websites and publications that have synergy with your practice by requesting a guest blog spot. By guest blogging on other industry-related sites, you will gain backlinks. Backlinks that come from powerful, authoritative websites contribute to a higher ranking on Google.
Video: Creating content with videos is a great strategy because it helps your audience connect and engage with you on a more personal level. Once you have a video you can display it on your website (a Nielson study found that viewers stay on websites with videos 45 percent longer than on those without video), promote it on your blog and social media channels such as Facebook Business page, Twitter, Google+ and LinkedIn.
Step 2: Determine Content Topics for Your Law Firm
How to determine the right content marketing topics:
• Field questions from readers. • Know what questions are frequently asked by your clients. • Check out your competition. • Use the Google keyword research tool to find out what people are searching for. • Search on Quora which is a social question and answer network to determine most commonly asked legal questions.
Step 3: Monitor Your Analytics
It is important to track which pages on your website are getting the most traffic and have an action plan. To find the highest traffic pages on your website, log in to Google Analytics for your site, and go to Behavior > Site Content > All Pages.
If your content marketing strategy consists of social media sites including Facebook or Twitter, they both have built in analytics that give you detailed reporting on your social media posts. Facebook insights provides data on page likes, post reach and engagement. Twitter provides data on number of tweets, tweet impressions, profile visits, mentions and followers.
Step 4: Repurpose Your Content
A modern content marketing strategy for law firms should include repurposing your content. For example, if you were interviewed by the media about topics relating to your legal expertise, you can take the audio from that interview and repurpose it (or a portion of it) into a blog post. Another example would be if you had a weekly podcast, you could take the audio from the podcast and turn that into a blog post. You could even film a video, take the audio and turn that into a podcast and a blog post.
Content marketing doesn’t have to be complicated; it simply requires a strategic plan for delivering quality content. Once that is done, you can determine the delivery method (email, podcast, video, blog post), and determine the frequency of the content.
Step 5: Promote Your Content
There are lots of avenues to promote your content. BuzzSumo offers content and social media analysis tools that are very useful for promoting content. Periscope is a relatively new platform, owned by Twitter that allows people to live-stream video content. If you are making a presentation at an event or being interviewed by the media, you can use periscope to live stream to your audience. There is also the ability to download the video to your phone since the live stream is only live for 24 hours as of right now. BuzzStream allows you to find influencers around any topic or niche and provides contact information via email or social media profile.
In five simple steps, your law firm can have an effective content marketing strategy. Having an effective content marketing strategy will help you build a solid reputation in the marketplace, generate more cases and strengthen existing client relationships for your law firm. Dimple Dang