Content Marketing Guide

How to use content marketing to get more client leads from Google.

What is content?

Content is any material available on the internet. Content types include:

  • Articles
  • Blog Posts
  • Images
  • Podcast
  • Videos
  • Livestreams
  • Webinars
  • Slide shares
  • Inforgraphics
  • Social Media Posts
  • Interactive Tools
  • Instructional Guides - Step by Step
  • Ebooks
  • Case Studies
  • White Papers
  • PDF
  • Digital Classes / Ecourses

Why is Content Marketing important?

Content marketing is the creation and dissemination of content (see types above) for the purpose of online lead generation and conversion.

Content is the cornerstone of any online marketing strategy. Content is built to capture the attention and educate your law firms potential clients. If the clients can thoroughly educate themselves on the problems they have. They will naturally feel your law firm has the expertise, trustworthiness and authority to help them solve their legal problems.

Content marketing allows a potential client to research what they want, when they want and feel comfortable with reaching out to your law firm when they are ready.

To keep it simple, if you do not have high quality in depth content about your practice areas your competition will. If 80% of clients look for a lawyer how will the client even know you exist without content?

The Content Cycle is as following

  1. Create.
  2. Optimize.
  3. Publish.
  4. Promote.
  5. Measure / Analytics.
  6. Link to and from credible sources.
  7. Search optimization.
  8. Post to social media.
  9. Repeat.

Disruption Marketing

Traditional marketing such as TV and Radio are considered disruption marketing. Disruption marketing is disrupting a client during a time they are wanting to be entertained. Disruption marketing is largely irrelevant due to no previous intent. It requires reaching out to large numbers of irrelevant consumers in hopes that just a few might need your services. It also requires the consumer to go out of their way to look up or write down your contact information at that very moment.

Content marketing is built for a searcher who intends to seek out your service. Content marketing done properly builds an organic space on the internet and is strategically placed based on search intent. Good content should educate and answer simple to advance questions that the searcher may have. It should educate the searcher on the entire process and outline the laws and consequences of their legal issues.

Great content and strategy will be rewarded with higher rankings on search engine result pages.

With a great content marketing strategy you can be placed in front of your ideal client at the exact time they are most interested in your services.

Content marketing strategy should be based on your ideal client and the needs they have. Your content should be informative and educational. Great content is all about helping clients take a step by step journey ending in contact with your law firm.

With great content you build expertise, authoritativeness and trustworthiness. This is exceptionally valuable to Google and they will reward your business with high organic rankings for relevant searches.

Content Creation For Your Website

Website design is very important. You want to display professionalism and expertise by design. Website design is very important to represent your law firms brand. Website design is important but high quality copy and content makes the money.

When we create content for a law firm's website we use this process.

  1. Find the topic.
  2. Create the plan.
  3. Write an article.
  4. Optimize the article for SEO.
  5. Analyze mentions.
  6. Measure the impact.
  7. Revise and improve the article

When we write content for a law firm we begin with the core pages.

  • Home page (main landing page)
  • Attorney(s) Bio
  • Contact Page
  • Main Practice Areas (Broad topics you want to focus on)
  • Focused Practice Areas (Secondary topics that focus on specific subjects covered by main topics)
  • City Pages (Each office location should have its own city page with contact information)
  • Blog Pages (Events or topics that supplement main pages but attached to a certain time or place)

The top 1/3 (top of the fold) of your home page should clearly display a variety of elements all in one look.

  • Law firm name and logo
  • Contact information including phone and address
  • Main Navigation Menu
  • Photos of lawyers at the firm
  • A familiar view such as your city skyline in the background.
  • Alternative could be a hero header image that firmly establishes brand identity.

All elements should be properly designed for mobile with proper spacing especially clickable elements.

Content on your website is a main factor that determines where you rank on search engine page results.

Google will crawl your website and index your website pages. Then the algorithm will decide where your website will be ranked in search engine page results.

There are hundreds of ranking signals used by Google. Google uses signals to determine where and how to rank a law firm on Search Engine Page Results.

Google categorizes law firms as local businesses. This gives you more options when marketing your law firm.

This allows law firms to be ranked in