Our Legal Content Writers & Marketing Professionals Discuss The Top Reasons Why Your Law Firm’s Content Marketing Strategy May Be Missing the Mark
The foundation of the creation of content marketing was to connect with an expansive yet targeted audience online by giving them the value or information they wanted. As time has passed and different aspects of the online space have changed so has the ability to understand what consumers and online users desire. However, the focus of such a value-rooted foundation remains today and has come around full circle as the number one priority once again. It seems as though many online marketers spent the past decade conjuring ways to publish content that did center around relevancy, but solely existed to achieve high rankings. Google has become very privy to this fact and in order to once again provide its users with the best content possible has taken steps to reverse this vicious content cycle. To be sure your content marketing strategy is meeting your reader’s needs and Google’s requests, conduct a review to be sure your law firm isn’t missing the mark.
Readers Need an Experience
The end goal of each person that visits your website may be different, yet the majority of them desire a positive experience or interesting interaction. As a law firm you may not think that your content can be interesting at all, but law firms across the nation are finding creative ways to engage with their readers. As more and more content floods the internet the need to stand out amongst the crowd exponentially increases. More attorneys are sworn in every year, which continues to saturate the industry. It is crucial to know who your ideal client is and develop ways through your content to interact with them in a unique way. By hosting a contest, asking a trivia question or posting a funny or informative infographic within your content, you are catching the eye of potential clients. Try to involve your readers more in your content marketing, and at a minimum publish content on intriguing, topical and relevant subjects that they want and need to read.
The Power of Video
Many attorneys neglect video as a form of content marketing but it is one of the most popular and effective forms. Hosting videos on your law firm’s website can add a dynamic layer to your brand’s message and visibility. Not only do visually stimulating images and videos increase click and conversion rates for website owners but they also increase strength in SERPs. Connecting your videos, website and YouTube page is also easier than ever to accomplish, and more powerful too. Google encourages users to create a Channel to host their videos that can also be optimized to house all of your firm’s information, including a website link.
Embrace Personalization and Personality
We all experience the issue of an overflowing inbox, saturated with emails from unfamiliar companies and strangers. A law firm’s target audience is no different and would appreciate your effort in ensuring that emails are relevant and sent to a select audience, personally. Using segmentation and personalization, you can encourage a more targeted and effective approach to email and other forms of campaigns. Understand your demographic and organize them if appropriate so you are also tailoring various messages to the appropriate segment. Your readers and potential clients also want to experience your personality through your content marketing and any form of content or social media post you create. Don’t be afraid to let your sense of humor, knowledge of sports, interest in the arts or honesty shine. Maintaining professionalism is also essential, however, readers will find it refreshing to know the human behind an attorney’s online content.
If you need help creating unique SEO friendly blog articles or website content, call Legal Content Writers today at 1-800-877-2776 for your free content strategy session.
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