Does Your Law Firm Have Branded Content?
What is Branded Content?
Branded Content refers to any content that can be associated with your law firm. This is the kind of content that makes a prospective client think of your firm by name. In these recent times, top publishers such as NYT and Buzzfeed use branded content to boost revenue on their sites and on social channels, while keeping their readers intrigued.
Great branded content can come in various forms, but share these three characteristics:
- Your content should match the tone of your audience. Talk with them, not at them.
- It sells your “concept” not your services: It focuses on the story and execution of that story rather than selling the services of your firm.
- It Entertains: It engages and draws the reader or view immediately with emotions and storytelling.
The principles of good branded are value, relevancy, and quality. Branded content relies the delicate balance of creating client-centered stories and tying that information into your firms messaging or brand.
4 Types of Branded Content for Your Law Firm
If your content is interesting, compelling, and entertaining, then it will deliver good results. Let’s look at four types of branded-content we can use:
It is no secret that the use of video in content marketing is on the rise. Video has been proven to demand more consumer attention than any other medium. Research shows that an average user spends 88 percent of their time on websites with video.
Like regular content marketing, video content marketing is a strategic marketing approach that should put the needs and wants of your clients first.
Video marketing may seem confusing or just jump out initially as too much. But you may already have your video content sitting in front of you. It is called old blog posts.
This should be your starting point. Take some old blog posts and repurpose them into videos. Please, whatever you do, let’s stay away from reading them verbatim off of a piece of paper. I only say this because I have seen it.
One of the objections I hear often is cost. While this is a fair point, technology has made it possible to record your initial videos on your iPhone. I have consulted clients with low budgets to give it a try.
Sit in front of your desk in your office, set up your phone on a tripod and start talking.
You may be surprised that some of your videos will come out with exceptional quality. When you are able to increase your budget, look at hiring a professional, but do not make the excuse that you do not have the tools to at least get started.
Did you know that whitepapers were the most preferred content type used to make purchase decisions in the last 12 months? Additionally, whitepapers, webinars, and eBooks were the top three last year, when it came to most valued content types.
Clients are more likely to share whitepaper content with their colleagues.
Whitepapers can help you build trust, credibility and thought leader status. To be successful, your whitepaper marketing must capture and keep the attention and interest of your readers. It must make them want to make the next step in the buying process, which is hiring your legal team.
Will white papers work with all types of law? The answer is no, but if you practice Intellectual Property Law, Securities Law, or Business Litigation, whitepapers may very well set you apart by providing your potential clients something substantive that they can attach to your law firm.
Marketing is all about sharing services to your prospective clients, and case studies are a great way of accomplishing this. A case study is an in-depth analysis that tells a story about a client and your law firm.
In fact, 92 percent of clients prefer that media messages sound like a story. Think of a case study as an expansion of your client’s testimonials.
Despite the name, the case study is a pretty straightforward concept that yields numerous benefits for your law firm whether you are marketing to consumers or business-to-business.
These case studies can be easily exchanged for email addresses for those not ready to commit just yet. You can also add case studies to your website to show not only your wealth of knowledge but improve your SEO and PPC campaigns.
Google and other search engines are leaning away from keyword focused content and providing more power to those pieces of content that are helping clients solve problems. Case studies do just that.
Podcasts are an important aspect of content marketing yet are underused in the legal profession. Podcasting provides a passive means for the listener to digest content.
Podcasts are very personal.
When someone hears you speak, he or she is able to hear your authenticity and personality.
This makes it easy for them to meet, like and trust you. Podcasts help your prospective clients to feel as if they already know you on individual level.
There really are no rules for how long your podcast should be. What if you made your podcast 5 minutes per week and titled it, “5 Minutes with (insert your first name).” Your format could be that you answer an uncommon question that you are hearing from your current clients in Family Law.
Just like your videos, you can not only use this podcast on your website, but also create the expectation on your social media that your podcast comes out every Thursday at noon. Are you telling me you do not have 5 minutes per week for your audience or potential clients to get to know you?
A podcast could also be an alternative to those too shy to get in front of the camera.
In these recent times, it is more challenging than ever to differentiate your law firm’s brand. Having a sound content marketing strategy can help you plug your firm directly into the conversation by providing information your target audience wants.
When used effectively, content marketing can help you increase long-term visibility and deliver real business results.
Where Do I Start
The first place to start is by clearly defining your audience. This is going to be a necessary step because not everyone is a client. In knowing that, we do not want to waste our content efforts on those that are less likely to hire your firm
Let’s say that you are an Intellectual Property Attorney. It is time to set up shop on LinkedIn in addition to your blog. The reasoning here is that your audience is here already. It is fairly easy to tie these two platforms together to work in your favor.
Here is how this could work for your firm.
Every time you go to a networking event or Chamber of Commerce meeting, you should be exchanging contact information with fellow business owners. Ask them if it is okay to connect on LinkedIn as well.
Set up your profile to direct your followers to your blog posts, whether it be video, case studies, or your weekly posts. How would you do this?
LinkedIn Pulse is the answer. Pulse allows you to leverage their LinkedIn audience and the connections you have built to share your content and put in front of like-minded individuals. Once there on your Pulse blog, direct readers to your blog for more content.
This builds trust with your audience and potential clients. Putting your content on Pulse will also build trust and reinforce your position as a thought leader.
The same can be done with Instagram, Twitter, Facebook, Medium, BeBee, and others. It depends on where your audience is engaging.