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. Traditional marketing focuses on selling, but content marketing directs users to information and builds brand recognition and authority. Gain their trust, and then gain their business. Content marketing includes written information (such as blogs and FAQ pages), photography, and videography. The flavor and scope of the content are 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 for law firms looking for search engine optimization in a particular practice area. Potential clients look for answers online daily, and evergreen content shares information about 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 New Year’s weekend. January is the biggest month for divorce. Content that reviews issues seen in annual spikes, in the relevant month, can help your firm target the right practice area at the right time.
Be On Topic
Topical content is published in a timely manner relevant to an event or issue that is currently occurring. Let’s say you were a criminal defense attorney back during the O.J. trials, think about how public the issue was. Topical content on your website would have voiced your expertise about the case. Often, topical content is less flashy but no less critical to your target audience. For instance, if the state enacts a new law or amends a current one, 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 re-establishment of filing requirements for advertising that the Florida Bar had temporarily suspended. We wrote that blog to feature our team’s knowledge of law firm marketing compliance, just as you can present your knowledge of the changing legal landscape to potential clients.
What We Focus On
Our experts are passionate about content creation. We work with you to understand exactly what your law firm offers, use data analysis to research the most promising topics that will bring you conversions, and then create successful content. Want to learn more about how we can enhance your content and boost potential client interactions? Fill out the consultation form in our sidebar and see what sweet results we can bring you.