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Category: Legal writing

10 Legal Content Marketing Terms You Should Get to Know

Marketing your legal content seems easy enough – write stellar copy and get it out there where it needs to be. There are, of course, challenges along the way. One of the primary building blocks of solid legal marketing is understanding the terminology that populates its principles and methodologies. Because even major players use terms in different ways – sometimes with newly imagined meanings – it’s important to have a nuanced understanding of the basics. Others may play fast and loose with their legal marketing terms, but once you and your team have settled on meaningful definitions that work for you, you’ll be far better prepared to make your mark in legal marketing.

One: Audience

We all know what an audience is, but understanding your audience and directly targeting this group with your content marketing is a more complicated matter. Your prime audience amounts to those people who need specific legal guidance or information and who are motivated to find a legal resolution to the conflict at hand.

Two: Content Marketing – as Art (and Science)

According to DICTIONARY.COM, content marketing attempts to attract potential customers, but instead of relying upon traditional advertising practices, it proffers information that the target audience mentioned above may find helpful. While this definition is all well and good, there’s more to the story. Content marketing is less of a marketing strategy and more of an art. The goal is to apply your unique marketing magic to your body of content, including:

  • Written pieces
  • Photos and videos
  • Social media offerings

And in so doing, you’re attempting to extend your content’s reach, staying power, and overall effectiveness. It’s a lot, but that’s what legal marketing professionals are for.

Three: Content

Content remains king, and the thing about your content is that it has to be written and polished. You want to connect with your audience, which means that slapping words into a doc isn’t going to cut it. You are obviously going for pieces that are timely, relevant, and compelling, which includes paying attention to all the following:

  • Writing style
  • Tone
  • Voice

Keeping your target audience in mind is paramount, but don’t be afraid to explore your firm’s inner voice and use it to express your unique brand.

Four: Content Creation

Writing mechanics are critical to polishing your content and should not be ignored. Consider the following:

  • Copyediting – Once you have copy in hand, it’s time to copy edit, which amounts to reviewing the content for any missteps in terms of style, grammar, punctuation, and/or overall readability.
  • ProofreadingProofreading is all about giving the writing another peek and ensuring that the piece is ready for the presses. This is where any minor typos, misspellings, or grammatical snafus that have made it this far need to be caught.
  • Fact-Checking – When your content is legal, facts matter, which makes fact-checking essential. Make it your policy to never skimp when it comes to double-checking the accuracy of your content (and the veracity of its sources).

Five: Call to Action

A call to action (CTA) refers to an element of your content that underscores the reader response you are going for. And if you work in legal, your content requires a specific type of call to action – contacting your firm for the professional legal counsel your audience is looking for. Calls to action are critical, and those CTAs that shine are not only clear, concise, and inviting but also pop.

Six: Search Engine Optimization

Search engine optimization (SEO) is all about honing a strategic path forward toward achieving your highest rank on the search engine results pages (SERPs). The higher you climb, the better positioned your content is to garner clicks, which is the bottom line when it comes to legal content marketing.

Seven: Keywords

Your keywords describe your content (in a nutshell), and they are a key component of your SEO. The keywords you mine and employ should be based on the terms that the people who populate your target audience are likely to use. When well-considered, keywords are an asset that help keep your legal content marketing vibrant.

Eight: Sales

Your legal content marketing is intended to promote business, and this boils down to sales. Your sales break down into the following fundamental categories:

  • Consumers – Very generally, consumers represent your intended audience.
  • Customers – Customers are those consumers who’ve already availed themselves of your legal services in some capacity.
  • Conversion – Conversion refers to customer-generated actions that your firm deems meaningful. Contacting or calling you to schedule a consultation is a prime example.
  • Ideal Customer Profile – You have ideal customers, which means you should also have an ideal customer profile (ICP) that identifies those potential customers who perfectly match your vision of a dream client.
  • Sales Funnel – Your sales funnel defines your target audience’s decision-making journey from the moment they dip their toes in your market to the time they pull the trigger and hire an attorney. Your sales funnel is the pathway from potential consumers to conversions, which makes it a big deal.

Nine: Metrics

Metrics refer to those workaday measurements that quantify specific value adds your firm offers. Examples include:

  • The number of likes your social media posts receive
  • The number of page views your website receives

Ten: Measurements

In the end, you need a verifiable means of assessing how well your content marketing is doing – so you can fine-tune it along the way – and some of the most credible tools of measurement include:

  • A/B Testing – A/B testing is a means of testing one piece of content against another – in a randomized experiment approach. The upshot is a glimpse into which approach, A or B, is better suited to your marketing goals.
  • Return on Investment – Return on investment (ROI) is a measurement of how hard your marketing dollars are working for you. When you know your ROI for specific content marketing campaigns, for example, you’ll have a better feel for where and how you should be investing.
  • Analytics – Analytics, unsurprisingly, analyze metrics data to provide you with readings on your ROI in relation to the content-marketing tools you employ.

Call Us Today for Help with Your Legal Content Marketing

If you need content for your law firm’s content, you have come to the right place. Call or contact us today to discuss your needs with a legal content marketing expert.

CONTENT MARKETING TRENDS

5 Legal Content Marketing Trends to Look for in 2019

A person using a pen to point at a pie chart displayed on a tablet.2019 is the year to get serious about your legal content marketing. Content is the foundation of your online presence, and in our hyper-connected world, content that connects you with your potential clients can increase awareness and generate new business.

Here are five key legal content marketing trends that you can’t afford to ignore in 2019.

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Avoiding Burnout: One of the Benefits of Outsourcing Your Legal Blog Content

legal content
3 Illustrated Heads of People

One of the hardest things about content marketing is consistently creating fresh, compelling content on a regular basis. If you want to be competitive, you’ve got to come up with ideas day after day, month after month, and year after year. In addition, if you’re using your law firm’s blog content to target a specific type of user – say, car accident victims – it may feel like you’ve completely run out of things to write about. After all, how many ways can you tell your readers that they need to call an attorney after they’ve been in an accident? Read More

Legal Content Marketing Ideas: 4th of July Celebrations

Legal Content Marketing Ideas: 4th of July Celebrations

LEGAL CONTENT MARKETING IDEAS
Patriotic candles, a decorative plate, mug, a blow of strawberries, and lit sparklers on a table

Legal Content Marketing Ideas: 4th of July Celebrations

Finding fresh, relevant topics is one of the hardest things about regularly creating content for a legal blog. Fortunately, the holidays and other seasonal events like the start of the school year or ski season provide law firms in certain practice areas with ample opportunities to create fresh content that speaks to clients that have timely problems that they can help solve. Typically, these issues tend arise in the areas of personal and criminal defense. Here are some of the ways that the 4th of July can provide marketing material for law firms.

4th of July Celebrations often Result in Serious Injuries

Thousands of people are injured during 4th of July celebrations each year – and many will be looking for a lawyer soon after they are hurt. Here are some of the kinds of personal injury cases that often spike around the holiday:

  • Accidents Caused by Drunk Drivers – It’s no secret that people often drink at 4th of July celebrations, and despite increased enforcement efforts, there are typically more drunk drivers on than there are normally. This can often result in more drunk driving accidents – and victims seeking legal representation.
  • Premises Liability Cases – Many 4th of July injuries occur as a result of hazardous conditions on the property where a celebration occurred. Content about slip and fall accidents, pool injuries, or elevator or escalator accidents may help you connect with potential clients.
  • Product Liability Cases – People can be injured by defective grills, propane tanks, fireworks, recreational vehicles, and other consumer products commonly associated with Independence Day celebrations.

Criminal Defense

Parties, alcohol, and certain types of criminal behavior unfortunately often go together. For example, drunk people sometimes drive when they shouldn’t, and there is a clear link between drug or alcohol intoxication and violent crime. In addition, heightened enforcement efforts invariably ensure people who are truly innocent of the offense of which they are accused and who need legal representation to establish that fact.

As arrests spike the 4th of July, so will the number of people who are seeking a criminal defense attorney on the internet. This provides lawyers with an opportunity to connect with these potential clients by creating content that speaks directly to the situation in which they find themselves. For this reason, it is advisable to create 4th of July themed content around the following practice areas in criminal defense:

  • DUI
  • Drug possession
  • Firearms offenses
  • Assault

Let Our Legal Content Writers Start on Your Project Today

Timely legal blog content can help law firms reach clients that are injured in accidents that around holidays or certain times of year. Creating, posting, and syndicating high-quality and relevant content takes a significant investment of time, however, most practicing lawyers simply can’t do it consistently. Fortunately, we’re here to help. Call us today at 877-486-8123 to learn more about our legal content writing services.

How Politics Can Drive Legal Content Marketing: The Trump Effect

A picture of the Capitol building at duskRegardless of your political leanings, one thing is certain: the Trump administration has shaken up the political landscape and created substantial uncertainty in many different areas of law.

And we’re not talking about esoteric constitutional issues such as the limits of executive power or the emoluments clause.The current administration is making moves that are affecting real people on a day-to-day basis, often resulting in significant uncertainty about legal issues that can have a direct impact on the most important aspects of their lives.

How does this affect legal content marketing? For one thing, it is providing lawyers and law firms (and their marketing teams) ample opportunity to create new, fresh content that is relevant and of interest to their target audience.

The First Travel Ban: A Case Study

To understand how this works, it is illustrative to look at a concrete example. On January 27th, the President issued an executive order banning travel to the United States for people from certain countries, and it was not immediately clear whether legal permanent residents (green card holders) from the affected countries would be allowed to reenter the country if they were overseas when the order was issued, which proved to be a source of significant controversy.

Here is a chart showing the number of searches for “Green Card Entry” over the past 90 days:


(Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. Likewise a score of 0 means the term was less than 1% as popular as the peak.)

As these data make clear, the number of people searching for “green card entry” spiked soon after the executive order was issued. Granted, some of these searches were people simply seeking information for information’s sake, but is also safe to assume that some of them were concerned that the order would apply to them or their family members – people who, for some attorneys, are potential clients.

Importantly, other words that are semantically related to the issue show similar spikes in traffic, and identifying these words and phrases is the foundation of creating a timely content marketing campaign.

By identifying the legal questions that people are asking and creating content that answers those questions, lawyers in any area of law can connect with individuals who are actively seeking their services. Here are some of the areas of law that recent actions taken by the Trump administration have affected as well as specific issues on which relevant, timely, and informative content could be created.

Immigration LawPicture of passports

Immigration law has perhaps been the most volatile area of law since Trump took office and the uncertainty has certainly captured the media’s attention.

The executive order banning travel from certain countries referenced above is just one area where there is significant uncertainty. The Deferred Action for Childhood Arrivals (DACA) program instituted under President Obama directed federal authorities to use prosecutorial discretion regarding the removal of certain undocumented individuals who arrived in the United States as children. The program provides those eligible with a renewable 2-year work authorization as well as deferred action regarding their undocumented status. In other words, they may live and work in the United States without immediate fear of removal. The new administration has taken a tough stance on immigration and has yet to indicate what it plans to do with DACA – a program that Trump could decide to end at any moment.

Issues regarding the enforcement of immigration laws has also generated significant interest, as the administration recently expanded the list of individuals who were removal priorities significantly.

Criminal Law

In late summer of 2013, the Obama administration issued a memo to U.S. Attorneys in all 50 states indicating that “in jurisdictions that have enacted laws legalizing marijuana in some form… conduct in compliance with those laws and regulations is less likely to threaten the federal priorities..” and that “state and local law enforcement and regulatory bodies should remain the primary means of addressing marijuana-related activity.”

In practice, this directive has meant there is a lack of federal enforcement against marijuana operations and users who are in compliance with state law. Importantly, however, this could change with the stroke of a pen under the new administration. Aggressive enforcement could create chaos in states that have robust and established marijuana economies and could result in significant criminal penalties for individuals who have been operating under the belief that they are not an enforcement priority for the feds.

Personal Injury

While personal injury matters are generally matters of state law, there are certain cases in which federal regulations may have an impact on the outcome of litigation. For example, in some jurisdictions, noncompliance with FMCSR regulations could be used as prima facie evidence of negligence in truck accident litigation. In light of the president’s directive to repeal two regulations for every new one implemented, the regulatory landscape is on shaky ground, including for the trucking industry. Some regulations that were poised to take effect (i.e. speed limiters on newly manufactured heavy trucks) may never be implemented, and others may be repealed.

Title IX

Last May, the Obama administration issued guidance that directed all educational institutions to allow students to use facilities that are consistent with their gender identity. On February 22nd, the Trump administration withdrew the previous guidance, calling into question whether federal officials will enforce Title IX against schools that discriminate against transgender students in this manner. The issue is now headed to the U.S. Supreme Court in G.G. v. Gloucester County School Board, where the court is expected to decide whether Title IX requires schools to treat students consistent with their gender identity.

Use Current Events to Generate Long-Tail Keyword PhrasesMan reading on a tablet

Of course, when creating SEO-friendly content, one of the main concerns is incorporating keywords that will signal that the content is relevant to particular topic. Long-tail keyword phrases that exactly match what a potential client is looking for will ensure that you are attracting the right kinds of visitors to your site. Some examples of long-tail keyword phrases that may be relevant to the practice areas listed above include:

  • Will the speed limiter rule be enacted
  • What are defenses to deportation?
  • Enforcement of federal marijuana laws
  • Will DACA be Repealed?

Of course, these are just a few basic examples of phrases that legal consumers may search in response to political developments, and using tools like Google Trends’ Related Queries feature can help you come up with long-tail keywords to target.

As Questions Arise, so do Opportunities to Connect with Clients

These are just a few of the areas of law in which questions raised by the actions of the new administration are creating opportunities for lawyers and their marketing teams to create compelling and informative content of interest to their potential clients. If the trend established in the past six weeks is any indication, the questions will continue to arise.

To discuss your legal content strategy, call Lexicon Legal Content today at 877-486-8123 or send us an email at info@lexionlegalcontent.com.

 

How Law Firms Can Reach Potential Clients through Content Marketing

Macbook content writingDigital marketing for lawyers and law firms is becoming increasingly competitive, and gone are the days that an attorney could simply put up a website and wait for the phone to ring. Between professionally-managed search engine optimization (SEO) efforts, pay-per-click ads, and well-placed banner advertising, law firms need to engage in a wide variety of online marketing efforts in order to keep up with their competition.

 

Content marketing is the creation and circulation of original content that is of interest to your clients. Content can take a wide variety of formats, including blogs, videos, infographics, and E-Books, and the appropriate format will depend on a variety of factors, including the information you would to share and your target audience. For example, a list of personal injury accident statistics may be well-suited to an infographic, while a guide detailing the steps to take after a car accident would likely make an excellent E-Book.

The benefits of content marketing are myriad. Best of all, if you choose to create your content yourself, it can be free. For example, writing a blog post about potential consequences of a sex crime conviction and sharing it on your firm’s social media account will only cost you time. Furthermore, adding unique, keyword-rich content to has been explicitly identified by Google as a significant factor in the way a site ranks for certain keywords.

Outsourcing Content Marketing is an Option for Busy Lawyers

As an attorney, your focus should be on practicing law. With court dates, client meetings, legal research, and document drafting, many lawyers do not have the time to create high-quality, compelling, and informative content on a regular basis. In addition, it is important to keep in mind that the way that you write for the court is not necessarily what your clients or Google want to see. Fortunately, there is help available and freelance writers or a company like ours can provide content that will interest your potential clients and improve your site’s ranking.

It is important to keep in mind, however, that like with anything else, you get what you pay for. While you may be able to outsource content creation to India for pennies per word, the quality will likely suffer, especially for legal content. More importantly, as your firm’s site is an advertisement, it is subject to the Rules of Professional Responsibility in your jurisdiction. As a result, posting inaccurate content on your site or content that violates advertising rules could even result in an ethics complaint.

At Lexicon Legal Content, our team of attorney-writers generates high-quality and compelling content in a variety of formats, including blogs, practice area pages, press releases, and E-Books for lawyers, law firms, and law firm marketers. To learn more about how we can help you grow your practice or improve your clients’ online presence, call us today at 314-691-8602 or send us an email through our online contact from.

What to Post on Your Law Firm’s Blog

By now, you have likely heard of the way in which blogging can improve your law firm’s ability to reach clients who are searching for the services you offer. While starting a blog is fairly easy, maintaining it can be extremely time-consuming. Not only do you need to actually write and post the content, you also need to come up with subject to write about. While the law is voluminous, it is unlikely that people who are looking for you are searching for information about the difference between res judicata and collateral estoppel.

Here are some of the types of blogs that we generate for our clients.

Legal blog writersInformational Pieces

People who need legal advice or representation often start with a question. Some examples of questions that potential clients may ask include:

  • What are the Penalties for a first-time DUI?
  • Can I File a Lawsuit after a Slip and Fall?
  • Should I File for Bankruptcy?

Let these types of queries inform the topics you choose to write about. Keep in mind that while your titles can be in the form of a question, they do not have to be, and should try and include keywords for which your clients may be searching.

Firm News

Firm news is another source of material for your blog. If the rules in your jurisdiction permit it, use notable case results or victories to promote your firm. Also, discuss events like new hires, office moves, speaking engagements, event sponsorships, or community outreach.

News Stories Related to Your Practice Area

Finally, you should look to news stories that are relevant to your practice area. These stories could be local but need not be. For example, if you are a personal injury attorney, a multi-vehicle accident may provide a good opportunity to discuss the complexities of proving causation. Similarly, if your main area of practice is in criminal defense, blogging about publicized DUI checkpoints would be of interest to your potential clients and provide an opportunity to use keywords related to your practice.

Call Us Today to Learn More about out Legal Content Marketing Services

Maintaining a legal blog requires significant effort and research, and as a busy practicing attorney, your time is extremely valuable. The legal blog writers at Lexicon Legal Content are available to develop well-written, shareable, and compelling legal content that will help your potential clients find you online. To learn more, call us today at 314.691.8602 or contact us online.

 

 

 

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