4 Tips for Developing a Sound Legal Content Strategy
Are You Developing a Sound Legal Content Strategy?
There are times when you may look at the prospect of designing a legal content strategy, and get wrapped around the axle. Developing a sound legal content strategy is not as difficult as it sounds. The tips below will help you.
Tip 1: Define Your Goals
Great content is created for a great purpose, and this purpose must be defined. Before creating content, ask yourself how you want to improve search ranking results, attract future clients, convert users, generate leads for a book or boost firm awareness.
After determining your goals, you need to determine how your content strategy will assist you.
For instance, if you want to boost law firm awareness, you can use whitepaper, eBook, Tip sheet, Checklists, How to Video or an Educational Webinar. Similarly, if you want to help clients evaluate your firm, you can use a webinar, case study, Data Sheet, FAQ or a Demo Video.
As a law firm, I would suggest that your number one goal is generating inbound phone calls for your practice. Downloads and views are nice but a ringing phone keeps your law firm open.
Tip 2: Know Your Audience
To create an effective content strategy, you must know your audience. You can get this information by finding out what kind of sites your potential clients are visiting, the content they like engaging with as well as which social media sites they like sharing their content on.
If you already have a functional website, you can do this by enabling Google Analytics. Google Analytics can help you determine what type of content your clients are interested in. With this information, create information that is targeted to the user rather than content you want to read.
Your aim should be to create content that will help you increase Page Views, decrease Bounce Rate, and increase Average Time on Page.
Within your Google Analytics Account, you will be able to set up goals. Make sure that one of those goals focuses on inbound phone calls. When consulting clients, we do look at views and bounce rates, but ultimately, the job of your marketing is to convert those views into appointments.
Use the views and bounce rates to guide you along your sales funnel as leading indicators of your overall reach.
Tip 3: Provide Valuable Content
The internet is full of content that should not even exist. This content does not provide any real value. 99 percent of internet users do not find this useless content since it does not appear anywhere near the top of SERPs. To ensure your content is always found, make sure you create content that stands out.
Good content should be 100 percent original, have a distinctive voice and offer great value to your target readers. This way you will establish yourself as an authority in your field.
I cannot overstate the originality of your content.
Your value will not be restating the letter of the law. The real value will come in the “voice” you present and have for your clients’ interests. Just as in law school, feel free to reference cases or journals with the appropriate credits given.
Keep in mind, however, that unlike law school, the end user does not need to hear your legal jargon. The need to hear your compassion, your focus and maybe even a taste of your general strategy for assisting them.
Write content based on the latest news and how it may impact a client’s decision making in a particular area. Here is an example. If you are an immigration attorney and are not taking advantage of the immigration news cycle of the past few years, you are missing a golden opportunity to write heartfelt, socially impactful content.
Tell stories of past clients but make them more than just case studies. Make them stories that potential clients can relate to. A story that makes anyone that visits your website or social media hit the share button. Provide real value.
Tip 4: Measure Your Results
This is one of the most important aspects of developing an effective content strategy. Measuring your results of content marketing efforts allows you to determine what your target audience likes and what they do not like and reasons behind it.
A good tool for measuring your content marketing results is again, Google Analytics. It shows you the number of times a page was viewed, bounce rate and the average time on page.
Take a moment to view Google’s YouTube videos to learn the basics. Your priority is to be a lawyer; I get it. You are also running a business. Know enough of the basics to ask questions of marketers that you may hire some day.