When you consider which industry might focus most heavily on content marketing, legal firms probably would not be your first guess. But at the moment, the legal industry is leading the way when it comes to producing fresh content and adopting effective client acquisition strategies. In fact, by the end of 2017, Contently reports that between 30 and 50 percent of all law firms will have a content marketing strategy in place. With the budget to invest in advertising and the resources to hire in-house marketing experts, legal firms are turning away from traditional print or TV ads and embracing new forms of media through content marketing.
Here are some of key strategies to consider when creating a content marketing plan:
Write compelling and readable content
It should be no surprise to point out that the key to successful content marketing relies on the ability to produce compelling, readable content. Major firms across the United States are posting and promoting blog articles about trending topics like global security compliance, data privacy, and intellectual property issues. In addition, consumer-facing firms that practice in areas like personal injury and criminal defense are generating content that answers the questions that potential clients are asking.
And while there is no shortage of compelling content to pull from, the challenge facing these firms is the ability to build a bridge from lawyer to consumer. The key to content marketing is engaging with potential new clients, and this requires writing compelling stories that an audience can relate to. In other words, legal firms need to write about the law without sounding like lawyers. While building a content library, remember to focus on delivering relevant information in a relatable manner.
Focus on thought leadership over advertising
Establishing your firm as a thought leader is fundamental to demonstrating expertise and distinguishing your firm in an already crowded marketplace. So be the industry expert in your field. Use your platform as an area to educate and to establish your credibility and knowledge in areas of the law. The goal is to first call out a topic and define the challenge, then offer unique research-based knowledge that provides a solution. By defining yourself and your firm as a thought leader in the legal industry, you are now a part of the conversation – and perhaps even leading it. Focus foremost on providing valuable information to potential new clients. By doing this, you have the opportunity to build trust from the first engagement a consumer has with your firm.
Choose your allies wisely – LinkedIn is your friend
Out of all social media outlets, LinkedIn is established as the go-to source for professional networking. According to the American Bar Association’s 2016 Technology report, 76 percent of all legal firms are active on LinkedIn. This is a place to promote blog articles, gain visibility with a hashtag, and establish your firm as a thought leader in the industry. When posting on LinkedIn, it’s important to focus on guiding new clients to seek legal advice (versus offering direct advice).
Contact the Legal Copywriters at Lexicon Legal Content
By embracing new techniques for reaching clients, legal firms are moving away from the reactionary business model and focusing more on initial engagement. Providing great content is a clear path towards building a successful, reputable legal practice. The professional legal content writers at Lexicon Legal Content are available to help your firm create compelling, jurisdiction-specific content that helps your firm connect with potential clients. Call us today for a free consultation or send us an email through our online contact form.