Each month we create a checklist focused on a specific area of marketing. In March we looked at email marketing – discussing what your firm needs to consider before sending out an email ‘blast’. This month we’re looking into the very large, and often overlooked, area of content marketing.
Content marketing is defined by Content Marketing Institute as;
“A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
Why use content marketing? What will it generate?
Generating content is a good way of demonstrating your firm’s knowledge of the industry and affairs surrounding it. If a business is thinking about hiring a lawyer, but wants to learn more about what they can do for them first, they’ll do some research.
“94% of B2B buyers report that they conduct some form of online research before purchasing a business product” (source: Accenture Interactive)
Having good quality content on your website and social channels helps drive and attract new and old audiences to your firm’s site. With enough relevant and valuable content present on your site, you’ll increase the chances of turning these browsers into ‘warm’ leads and leads into clients, by positioning yourselves as experts.
To stay competitive, your firm needs to be offering informative and digestible content to help a prospect better understand why they should be hiring a lawyer. If you can answer their questions and address their pain points in your content, as well as informing them about your services, prospects who are sitting on the fence are more likely to hire you over a firm that offers no information or proof of industry knowledge.
Furthermore, by measuring which content pieces are most popular, you can develop an understanding of where your audience’s problem areas lie. Having this knowledge will help when driving targeted traffic, or tailoring your pitch to a potential lead, as you will have a better understanding of what they’re looking for.
The Ultimate Content Marketing Check-List:
1. What types of content are you creating?
Firms often fall into the trap of becoming a one trick pony and don’t produce the varied repertoire required to be successful in content marketing. It’s vital you produce more than one kind of content to maintain variation and attract a wider audience. The most popular types, and the ones we recommend to our clients as a starting point, are:
- Blogs (short form)
- Downloadable white papers (long form)
- Industry commentary pieces
- Social media posts and comments
2. How often are you creating content?
Creating a powerful piece of content may produce short term results, but consistency is key with content marketing. Be sure to offer new or updated content weekly. Commenting on current affairs or writing blogs about what’s happening in the legal industry helps keep you at the front of your followers’ minds and shows new leads you’re present and active in the industry.
3. Where are you putting your content?
Creating great content will have little impact if your target audience aren’t seeing it. While driving general traffic to the content you’ve produced is a good start, you also need to make sure you’re reaching the right people. To do this, make sure you:
- Consider mailing your blogs to your mailing list, with a short, directory email
- Use organic social media to post real-time comments or statements about current affairs
- With white papers, look into putting some money behind its promotion, via social media or Google AdWords
You only have to look to high-performing law firms that have embraced content marketing to see the benefits. By demonstrating their knowledge and positioning themselves as industry leaders through content, these companies attract eager clients that they’re able to select from, based on whether they’re right fit for the firm.
Producing content and attracting interest through content marketing is a simple technique that you can apply to your marketing strategy regardless of your businesses size. The principles remain the same. To give yourself the same advantage that the most successful firms are enjoying, get in touch with Propero and we can talk through what content will see you the most return on your efforts.