Law Firm Marketing and Content Distribution Strategy
Having a Content Distribution Strategy in Place
If you have a goal of developing a law firm at a local, national, or international level, content marketing and social media distribution must be an integral part of your overall content distribution strategy for business growth and sustainability.
At some point, all law firms should implement content marketing into their strategy, but with so much information it can look like a daunting decision and task to implement effectively.
When done correctly, content marketing is a very effective selling strategy that many use, with great success stories across many industries both small and large.
We have made the phrase, “Content Marketing” into a buzz word, or the next “big thing,” but it is actually a well-established marketing method.
Much like all things in existence, content marketing works best when you’ve got a strategy to follow.
When done right, your content strategy should be composed of a string of components that allow your law firm to leverage your experience and offer your unique value proposition.
There are law firms that do not jump into their content distribution strategy for marketing because they think either it is too pricey or too hard.
I have seen firms shy away from developing content advertising campaigns due to lack of fear about the time and effort it takes to develop content with a long term investment in mind.
Both of these are called excuses!
Pricey to you might mean the time you take away from your immediate money generating activities and that is a valid argument.
On the other hand, you have to look at it as an investment in the future of your firm.
If you are not willing to look at the long-term investment, you may need re-think why you are in business.
Find Clarity and Focus on Your Goals
If you are responsible for your firms marketing and content distribution strategy, you must bring clarity and focus to what you are trying to accomplish long term instead of getting discouraged.
It may be easy to think that producing content whenever you have a massive budget and a large staff may seem easy, but ask any marketing director or executive and they will tell you that they have their own challenges.
Some of those challenges sound exactly like yours, just on a greater scale.
Content marketing strategies might be terrific equalizer for smaller firms appearing to become thought leaders or drive visitors to their website or other social channels.
Once you start your marketing and content distribution strategy, be sure to leave wiggle room for agile modifications to your strategy, while not losing sight of your overall goals and objectives.
I can speak from personal experience and tell you that writing a business memo, a proposal, academic papers, and marketing copy all have their own set of unique challenges.
A quick word of advice when developing your strategy however; stop looking for perfection and start writing and creating.
Your first few videos, articles or infographics may not be perfect but the more you challenge yourself the better your content will become over time.
This still starts with making sure that you a clear set of goals and objectives that you want to accomplish with your content efforts.
Without those goals clearly defined, you will quickly become discouraged in your efforts.
Have a Content Distribution Strategy
Every business should additionally have a blog and a presence on social networking websites like Facebook and Twitter, and such elements should be incorporated in their principal web page when possible.
Content promotion and distribution is another piece of the investment that ties in with the overall strategy of content marketing.
Content distribution and social media marketing are two distinct facets of a general digital advertising and marketing strategy, but there’s a significant amount of overlap between them both.
You simply cannot have one without the other.
Let’s say you just finished a great article in your niche covering a topic that you are sure your competitors are not covering.
You decided to commit the time and effort into your content and you hit the post button on your website.
Who is going to read it if you do not have a strategy to put it in front of the right audience at the right time.
Ensure that your content distribution strategy is made in a deliberate way that supplies value to your potential audience in order for them to see it across more than one channel.
If you are just starting on your content marketing journey, do NOT get discouraged.
You will have to make content for some time until you find a successful formula and that’s completely normal and authentic to you and your business.
The same will be said for finding the right social media platform that fits your firm.
For example, I will be the first to admit that I have not taken our content on to Instagram and we just started promoting on Pinterest within the last year.
Did I understand the value of both? Yes.
Was it too late to leverage those channels? No.
I went where my audience was first and I will stay there while revisiting my available options periodically.
Now with that said, would I advise a client to follow my path on those channels? Not at all.
I knew very clearly where my early clients where in terms of their demographics and social media channels, so that is where we focused. I would however advise our clients to not take anything off the table until we have looked at the value, demographics and how a specific channel fits into their overall objectives.
Look to Leverage Social Media
Content has taken on several forms throughout the last few years and integrating various sorts of content in your strategy is essential to keeping your audience engaged.
With the right strategy and platform(s), content marketing is a tool that can help new customers find your business and establish the value of your product or service.
In today’s day and age of social media, content marketing now also allows your customers and followers to share your original thoughts and view you and your business as a trusted source across numerous platforms; however, promoting that content can look like walking into a minefield.
To effectively leverage social media, you must start with you, your service, or your product.
What I mean by that is, that you must first clearly identify what your ideal client or “audience,” looks like. Second, you must find out which channels your audience is using, then get there!
You are also going to have to learn the “rules” to each platform. For example, may not be able to post as frequently on a LinkedIn Group Page as you would Twitter. Keep in mind that each platform has their own “penalty” for what they may deem as spam or misuse.
I cannot stress enough that you must read the rules and have a clear understanding of the platforms you choose.
With that said, do not let these rules discourage you from hitting your goals if you have found out where your audience is hanging out.
Learn the rules and get in the game.