After putting in years of effort to build a career in the legal profession, the primary goals of most lawyers is to get new clients, attract bigger briefs and make more money. And one of the easiest steps to get here is to understand content marketing for lawyers and learn how to make it work for you.
Since the legal profession is obviously very conservative, naturally, most lawyers are not too comfortable with using digital strategies, including content marketing, to further their career.
As a legal practitioner, this presents you an opportunity to leverage as much digital strategies as you can, to push your career, further than your contemporaries.
Now, one of the first steps to get started with this is to understand content marketing for lawyers and how it works. And in this guide, I’ll be sharing with you the 7 step content formula for lawyers, in the following paragraphs;
Know Your Audience
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One of the first steps to engage in Content marketing for lawyers is to identify your target audience. Your target audience here is the individual, business or entity you’re trying to attract to your business.
They could be small businesses, individuals, corporate clients or multinationals. Whoever they are, it’s important you identify them clearly, pay attention to their pain points, the content that matters to them and where or how they consume that content.
As soon as you’ve sorted this, you’d have successfully set yourself on the path to success as you’d have the needed data to create the kind of content that will actually drive your expected outcomes with much ease.
Create Quality Content
Content marketing for lawyers revolves around the use of quality information packed content, to address the specific needs of a well-defined audience.
So, for you to create a decent impact , you have to focus on creating well researched and high quality content, targeted at addressing the real needs of your target audience.
Since you already have the data for your target audience in step one above, it’s time to leverage this data to identify the common needs of this your target audience.
Furthermore, using the search engine queries, competing platforms data and other search keyword tools, go ahead and then find ways to address these needs, using your content.
Optimize for Visibility
As a lawyer, it is not enough to create some of the best quality content in your industry. Part of the best practices on content marketing for lawyers demands you optimize your content for better search visibility.
So, after creating your content, you have to optimize it for search engine visibility by using the right keywords, optimizing meta descriptions and building quality backlinks over to your website.
Read this guide to learn how to optimize content for search visibility.
Leverage Social Media
Social media presents a platform for lawyers and people from all profession to promote their ideas, engage with audiences and build a brand and fanbase.
As a legal practitioner, you can use the social media as one of the major options to advance your brand from your content marketing for lawyers’ toolkit.
To get started, head over to social media platforms like LinkedIn, Twitter, Facebook and Instagram etc. Identify the social media platform with the largest number of your target audience.
Create a handle on these platforms. You don’t have to create a handle on all the top social media platforms. Focus on using the ones with the largest number of your target audience.
Create and share content with your audience on that platform, engage with them and work on establishing your brand as a thought leader in your choice niche, using your social media.
Collaborate with Others
Content marketing for lawyers provides you an opportunity to collaborate with other professionals to create content that addresses issues experienced by your target audience or other issues in your niche.
This doesn’t necessarily have to be professionals in the same profession as yours. It can be people from other profession like Accountants, Financial Experts or other lawyers in specific specialties.
By collaborating, you work together to create and share content in your specific area of expertise, on issues, affecting both your audiences.
What this collaboration does for you is that it gives you the chance to leverage the expertise of the other professionals, their brand and audience. In addition, it also presents you an opportunity to create extra value for your target audience.
Showcase Your Expertise
One of the best ways to engage in content marketing for lawyers is to demonstrate your expertise as a lawyer, using content marketing and storytelling.
What this does for you is that it showcases your professionalism, works your audience through the things you do, how you do it and the results you create, thus increasing their confidence in your brand and your capacity to solve their problems.
Using content marketing on your social media, websites or other platforms, as part of your digital strategies, focus on using storytelling to project your brand.
Use content marketing strategies to share your work, your routines, reviews, awards and other memorable details that shapes your journey with your audience.
Review, Rinse & Repeat
Content marketing for lawyers is not complete until you measure and audit your performance to better understand areas you need to improve on. So at intervals; work on reviewing and auditing your content marketing effort, using the necessary analytics and metric for your website and social media pages.
In addition to that, keep in mind that content marketing is not an effort you put in and leave after some time, it’s something you have to get at it again and again, if you plan to see great results.
So, after reviewing and auditing your performance, get back to the drawing board. Pick up lessons you’ve learned, make adjustments where you have to, edit your strategy where you have to and then get back to work.
As a lawyer or attorney managing a law firm, this is one of the best seasons to leverage content marketing to attract new clients and achieve your business goals.
You can get started right now, by identifying your target audience, creating content that matters to them and using the other tips and strategies you just learned here to advance your brand and amplify your message.
To make it easier, you can also reach out to us here and we will fine tune these strategies specifically for you, so you can use them to actualize your goals, based on your own needs.
Now, it’s over to you! As a lawyer, what’s your biggest struggle with content marketing?