Law firm content marketing is a very powerful strategy when done correctly. As a data-driven marketing agency for attorneys, we generate content that attracts, engages, and ultimately converts. Content marketing includes written copy (such as blogs and FAQ pages), photography, and videography. Whatever media blend we use, the flavor and scope of the content is determined by whether it is evergreen, seasonal, or topical.
Long Lasting Content
Evergreen content is specifically designed to remain relevant for years. This type of content marketing strategy is most suitable to law firms looking for search engine optimization in a particular practice area. Evergreen content can be used to provide those looking for answers online with information on state and federal laws most pertinent to your firm’s work. You can use content to answer basic questions people and businesses have that suggest they are ready to hire attorneys.
Is It Trending?
Seasonal content is content usually themed around a particular time or event. Even though law firms usually don’t have seasonal sales, certain legal needs and concerns will increase seasonally. For example, nationwide, DUI arrests hit their peak between Thanksgiving and the New Year’s weekend. January is the biggest month for divorce. By discussing an annual spike during the relevant month, you will be targeting the right practice area at the right time.
Be On Topic
Topical content is published in a timely manner relevant to something that is currently occurring. If you were a criminal defense attorney back during the O.J. trials, you could have had a ton of topical content on your website voicing your expertise about the case. Often topical content is less flashy, but no less critical to your target audience. For instance, when laws are enacted or amended, it could impact the potential sentence a client might face for a criminal charge.
A specific example of topical content is when we informed attorneys of the reestablishment of filing requirements for advertising that the Florida Bar had temporarily suspended. We wrote that blog to showcase our team’s knowledge in law firm marketing compliance, just as you can showcase your knowledge of the changing legal landscape to potential clients.