[author: Noreen Fishman]
Content marketing is such a broad term that it can be hard to know what it covers. Which elements can make the right statement for your business? What will effectively promote your business? Take a look at these types of content and determine which one might be suitable for your law firm’s next campaign. Here is a breakdown of 11 tactics for law firm content marketing.
Law Firm Content Marketing Tactics
Having a blog on your website is one of the best ways to drive traffic and display expertise. It’s essential for law firms to share their reliability and credibility, and writing blogs with valuable information is a great way to do that. Plus, blogging boosts SEO and is a low-cost option for driving organic traffic. Make sure the blog content is relevant to your business and services and SEO optimized.
These graphic elements can provide a more eye-catching method to share information. They are a great way to liven up marketing messages and display complex data in a concise manner. Data is often easier to read and digest when presented in an infographic.
3. Customer reviews and testimonials
Similar to user-generated content, these items come directly from your customers. Testimonials can provide a brief summary of why others should work with your business. They build credibility and trust and highlight your differentiators without someone having to read an entire case study. You should make sure to include testimonials and short reviews on your website and develop other content (such as email campaigns) that mentions them.
Video marketing is becoming essential to a digital strategy. According to research from HubSpot, 54% of audiences want to see videos from brands they support. This is because videos quickly engage an audience and are very versatile. Video is a medium that allows marketers to share a wide range of messages in a simple format. Additionally, with YouTube being the second largest search engine, having a stable of videos will help your business be more visible online and drive more organic traffic.
5. User Generated Material
Marketers love this content format because it’s customer-centric and requires little effort. Asking for user-generated content is a great way to engage with your customer base. People tend to respond to others like them, so content that comes directly from your customers will resonate well with prospects. It doesn’t have to be complex: even a single tweet sharing some of your original content can go a long way. However, be sure to double check the content, as failure to do so can lead to common content errors.
6. Case studies
Evidence is crucial in the legal field. Before people decide to work with a lawyer, they want to see what previous clients have to say. Case studies are a powerful way to highlight the success of your business and the way you work. You can create written case studies or videos and publish them on your website as well as various other platforms.
7. White papers
Sometimes people confuse these articles with ebooks, but they are not the same. Both are long-form content types, but white papers are more data and information dense. They tend to dive deeper and can be a key part of the research phase for potential clients. A white paper can also include images such as charts or graphs. When writing for a white paper, keep the design in mind and think about how to make it visually appealing. This is another format that works well as a lead magnet for a law firm’s content marketing strategy.
8. Electronic books
Think of ebooks as long-form blog content. The important thing with ebooks is not to treat them like a print advertisement – they should be designed to provide insightful and valuable information to potential customers. You can create step-by-step guides that you offer as free resources, or curate content to use as a lead magnet. Remember that eBooks should be professionally written, with impeccable grammar and attractive graphics.
This is a relatively new type of content marketing that involves humor and isn’t too serious. A meme is an image created with culturally relevant text overlaid on it. They tend to be shared quickly and work very well in certain situations. If you want to try out a meme, make sure it’s timed well and fits your overall social aesthetic. To do this, you will need to practice active social listening and pay attention to the current cultural climate.
Step-by-step instructions or lists of important things are extremely valuable to people, especially when dealing with complex legal topics. Showing people how to solve a problem in a concise and simple format is a great way to demonstrate their expertise and show how your services fit into the overall process.
11. Practical Guides
Similar to a checklist, a how-to guide provides valuable information in a more academic format. You can make these guides as detailed as needed to provide assistance to customers. For example, you can even use Instagram carousels as a brief how-to guide by uploading 30-second clips or multiple photos in a single post.
This list is by no means exhaustive, but it should provide a general guide to the types of content marketing tactics available to law firms. The most important thing is to choose content that is relevant to your audience and that highlights your business.