Content Marketing For Lawyersby Chris Lancaster | 06/06/2020
Why is Content Marketing important?
Content marketing is the creation and dissemination of articles, images, audio (podcasts), videos and info-graphics for the purpose of online lead generation.
Content is the cornerstone of any online marketing strategy. Content is built to capture the attention and educate your law firms potential clients. Once the client has educated themselves on a relevant topic. They will naturally feel your law firm has the expertise 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.
Content makes it possible for potential clients to find your law firm. By creating content that can be promoted through search and social platforms it gives relevant clients.
The content cycle is as following
- Measure / Analytics.
- Link to and from credible sources.
- Search optimization.
- Post to social media.
Content Marketing Vs. 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.
This narrows down your target audience and puts you in front of someone who needs your help that very moment.
Content marketing strategy should be based on your ideal client and the needs they have. Your content should be informative and helpful. Great content is all about helping the client take a step by step journey that solves their greatest problem.
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 keyword phrases.
Another Chrome Extension we use for content research is VidIQ. This Chrome extensions is for YouTube and adds valuable insights into how videos rank high in YouTube search results. This is very important because YouTube is the worlds second largest search engine next to Google search. Google search also ranks relevant videos directly in search results giving your law firm another place in front of highly targeted potential clients.
You can see VidIQ has added a lot of data for us to analyze directly in YouTube search results.
It provides the videos watcher rating, channel subscribers, social shares, and all the videos tags.
The value here is tremendous for uploading our law firm clients videos.
We research the main topic of our video by searching it on YouTube. We analyze the top videos thumbnail, title, and tags. We then use as much of that information as relevant to our clients video. Doing this gives a big boost in chance to rank at the top of YouTube search results.
There is also the added value that if we use the same tags and have highly relevant title and video description our clients are more likely to show up as recommended videos. Recommended videos have the opportunity to automatically play after the current video. It is also shown on the sidebar as under "up next". It can also be recommended on users home page as content they maybe interested in.
Content Creation For Websites
Website design is very important. You want to display professionalism and care with 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.
- Find the topic.
- Create the plan.
- Write an article.
- Optimize the article for SEO.
- Analyze mentions.
- Measure the impact.
- 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.
- Contact information including phone and address.
- Social icons that open in a new tab or window. This is for 3rd party verification, such as reviews. Branding posts on your social pages are a plus.
- Law firm name and logo.
- Lawyers that work at the law firm.
- A familiar view such as the local city skyline in the background.
- Alternative could be a hero header image that firmly establishes brand.
- Easy to use navigation to go straight to the most relevant content for the visitor.
All elements should be properly coded to explain to search bots their purpose.
Content on your website will determine where you rank on search engine page results.
There are hundreds of ranking signals used by Google. Google uses these signals to determine where and how to rank a business.
A law firm being a local business has a lot of advantages with marketing. Google treats your law firm as a local business.
This allows law firms to be ranked in