Google has made it increasingly difficult to rank high in search without putting a lot of quality content online — on your website, blog and social media pages. If you want to rank well on Google, which allows you to generate more online leads, you must put more and more content online. This is what is known as content marketing.
Content marketing not only helps you with SEO, it also performs the equally important task of differentiating your firm from your competitors. To make content marketing work well for your law firm, remember these five tips:
- Keep your language simple. Most people are already intimidated by lawyers, so don’t compound the problem by using a lot of legal terms in your content. Talking over your readers’ heads is a sure way to fail at content marketing. Be sure your content is written using simple language that the average person can understand so they can engage with comments and questions.
- Give solutions. You already know what most people who have the kinds of problems you solve want to know. When you develop your content, make sure you are addressing these issues. After all, you are in business to help, so do that with your posts and articles.
- Use the news. Commenting on current events is a great way to create interesting content. Help people understand new laws or judicial decisions that will affect their lives. Doing this in a timely manner will demonstrate that you are on top of things and increase the odds that your content will reach a broader audience through shares and likes.
- Make it entertaining. We all understand that the law is serious business, but being serious is not a great way to engage readers. Think about how you can lighten your subject matter while at the same time imparting useful information. In a hyper-competitive market for a reader’s attention, it’s the great stories that get read and shared. Have a great hook to pull those readers in, and be sure your story has a satisfying end that is worthy of the build-up.
- Use visuals and video. Content is not just words; it’s also photos, infographics, videos, podcasts, etc. Using different elements in your content marketing will make you stand out and increase the likelihood that readers will respond positively to and share your message. Remember that humans are visual beings, so if you can deliver your information visually in an engaging way, you are likely to see better results than if you just convey it in words.