Television, radio, and print are still viable ways to reach new clients, but online content marketing for law firms is a must-have strategy. The National Law Review recently published a study showing that nearly 77% of leads in the legal industry are generated through online marketing today. Numbers like this mean your law firm’s marketing plan could focus solely on online advertising and do just fine. It just takes wrapping your head around how it works to get it going.
Building content marketing for law firms from the ground up is what we do at Catania Media Consultants. There are no shortcuts to developing and implementing this law firm marketing plan. It takes enormous research, hard work, and consistency before it becomes truly effective. Many law firms simply don’t have the time to invest and have come to trust us to handle it for them. If you choose to tackle it on your own, here is a content marketing strategy checklist to use as a guide.
Research Your Target Audience and Competition
Research determines the content marketing for law firms, meaning what articles and words you publish on your website should all have a purpose. Potential clients will not find you as quickly if you only use a law firm marketing plan based on keywords like “legal services.” Especially not if you are in a large city with plenty of competition. However, keywords that pinpoint more specific needs, like “child support reduction,” have the potential to generate much more traffic.
Keyword research to find out what people are searching for is done on websites like Semrush and Google Trends. The goal of content marketing for law firms is to optimize how your website ranks in search results when clients in your area search for legal services. Find compelling topics to write about that resonate with your audience. Tweak the subjects you find from how the competition writes about them to stand out even more.
Post Content Regularly
How high you show up in search results also depends on how fresh your content is, so making time to regularly update your site with new content should also be high on your content marketing strategy checklist. But to be compelling, you should go beyond blog posts and white papers.
A law firm marketing plan that branches out into other content types will engage and reach more potential clients. There are several types to choose from, like uploading videos on YouTube, doing interviews with past clients and other lawyers, hosting webinars, writing eBooks, and many more.
Get Help From Catania Media Consultants
Researching and creating content regularly are the two basic principles for compelling future clients to visit your website. But even the shortest content marketing strategy checklist has many nuances that require more in-depth knowledge to become truly effective. Catania handles content marketing for law firms so lawyers can focus on jurisprudence. Generate more leads with our help at Catania Media Consultants.