Recent research has shown that content marketing generates three times as many leads than traditional marketing while costing 62% less.
Of course, to reap those rewards, your content marketing must be firing on all cylinders — especially when it comes to connecting with prospects on your website, blog or on social media.
Some tried-and-true best practices when it comes to creating legal content include:
Create content prospects will connect with and will want to read. People hire attorneys they feel a connection with. If the reader doesn’t connect with your website, blog or social media post, then chances are they aren’t going to call you. By creating content that readers find informative and relevant, easy to digest and in multiple formats (like audio or video as well as written) you are encouraging them to spend more time on your site.
Know the critical keywords prospects use to search. While Google is making sure the context fits the keywords, websites and blogs still need to focus on certain keywords. Start by making a list of at least 20-30 terms you believe an interested prospect might use to search for your kind of services. Then do your research.
Use video to give visitors a sense of who you are. Video is one of the best ways to improve your conversion rates. I highly recommend you record several videos for your website: an overview of each major practice area your firm offers, a few case studies of typical clients you want to attract, a video introduction for each attorney, and reasons why people should hire you versus a competitor. You can also add videos from seminars or presentations you make to add more content to your site.
Add social media to your website to make it easier for people to share your content online. Most major websites people visit have fully integrated social media-whether its Facebook, LinkedIn or Twitter you want to make it easy for people to share your content with their friends and colleagues.
Keep your content consistent with your brand. If you’re an estate planning attorney, write about estate planning and rarely about anything else. Professional blogs need to remain professional. The tone, content and focus should demonstrate the type of attorney you are. If your office is more relaxed and friendly, then try to convey that in the tone of your blogs. If your firm is more traditional, that too should be apparent in the tone of your piece.
This Orbit Media infographic shows you 10 ways you can determine if your content is connecting with people you want to attract to your law firm: