Surprisingly, the legal industry is absolutely crushing content marketing. Legal firms are coming out on top and adopting a well-thought out strategy to ensure quality content that is timely, compelling and relevant.
While major firms are blogging about intellectual property right concerns, new SEC regulations, data privacy and other trending legal topics, consumer-facing firms blog posts range from DUI records to immigration cases.
Constantly posting about hot topics and using a smart content strategy is an absolute must for law firms to reach new clients. Since people normally turn to Google for information about an immigration case, a felony conviction or a fallout from an old DUI, publishing engaging content answering these questions can raise law firms profile and establish themselves as local leaders.
If you are looking to acquire new clients, invest in legal content marketing and keep these best practices in mind:
- Keep it real.
Focus on having a dialogue with your audience rather than talking at them. Marketers and lawyers tend to fall back into industry speak and throw around a lot of lingo. The problem with speaking in a lot of indecipherable “legalese” is that it sounds like an alphabet soup to outsiders and alienates the readers.
Therefore, when writing a blog post about the legal industry, keep your audience in mind and balance a professional tone with approachable content. It is also important to use examples and a touch of humor when appropriate. Remember: a blog is not a college term paper.
- Thought leadership over advertising.
Publishing misleading and incorrect legal information could lead to a possible lawsuit! Although legal blogs are not meant to substitute legal consultation, they are a trusted resource for gathering information. Your company`s content marketing plan must follow the path of thought leadership rather than advertising services, which means it has no place for inaccurate information.
In order to create a recognized law firm blog, conduct market intelligence research to understand what topics are most important for your customers and create content that addresses these concerns with action-oriented solutions. Remember not to push your own products and services!
- Hijack the news.
When it comes to producing a stream of timely content, lawyers are lucky. They often get built-in news hooks like a major court ruling or new regulation announcement to comment on in their posts. However, if you don’t have that to cover, you can still find current events to “newsjack” in your content.
You don’t have to shape an entire blog post or article around those events or breaking news, but you can use these topics as “hooks” to publicize your content.
Major law firms have some serious cash to invest in advertising; that’s why it’s even more noteworthy that they’re choosing to invest this money in content marketing rather than print or TV ads. Don’t have the marketing budget of a corporate law firm? Be sure you’re getting the biggest bang for your buck by adopting these smart content marketing strategies and keeping tabs on your expected return via a marketing ROI calculator.