Done right, content marketing has become a powerful tool for law firms, one that proves and builds their expertise, earns trust with prospective clients and wins new business. Whether you practice on your own or you are part of a larger firm, these strategies are practical work that will grow your firm and produce concrete results.
As you build your firm’s online presence further, engaging and strategic content will connect you with clients in a more meaningful way.
We wrote this piece as a companion to our work on SEO for law firms and lawyers.
1. Find the Right Topics for Your Content Marketing Strategy
In the content marketing strategy for a law firm website, finding the right topics is one of the first and most important steps toward connecting with prospective clients. Ask yourself this: what questions or worries might your audience have?
Keep in mind that delivering content that lands, consistently, is what turns you into a trusted authority and puts you in front of more prospects.
While we are here, at Türk SEM Digital Marketing we specialize in finding the right content marketing strategy for law firms like yours. So if you need extra help, do not put off getting in touch. Through our writer application page, Türk SEM has access to a number of writers with legal training, and you can work with them too. You can also work on content with the trainee lawyers who reach us through our university internship application page. Our agency’s human resources are of high quality and genuinely useful.
2. Get to Know Your Prospective Clients
Defining the audience that could become your clients is one of the most important first steps into effective content marketing for your firm. It is a bit like being a detective, except that instead of solving crimes you are uncovering the secrets of what moves your site visitors. Running that process with a professional agency saves you time and gets you to accurate information. Go deep into demographics, legal needs, worries and goals, and leave no audience group unexamined.
At some point roll your sleeves up and start learning. Surveys, interviews, you name it: talk to the people who visit your website and find out what motivates them, what their pain points are and even how they prefer to be contacted. That research gives you the kind of groundwork that sets up the right flow of content for you.
We are not done with this item yet. Analyze the numbers, and analyze the data on your website, on your social media, among your app users and in your email campaigns. This work is usually like getting a look inside your audience’s head (do not worry, all of it is legal). This treasure trove of data will tell you what excites them and what makes them uneasy. Armed with all of it, build content that speaks directly to them and to their legal needs.
3. Do Legal Keyword Research
In improving your firm’s content marketing, keyword research changes the rules of the game entirely, and it is a process we run ourselves.
Start by identifying the primary keywords and phrases that match your main practice areas exactly. To find these nuggets, meaning the high value legal terms people search for a lot, you can use tools such as the Türk SEM Keyword Tool, SEMrush or Moz Keyword Explorer.
Do not forget to use long tail phrases. Long keywords like those also put you up against less competition, which makes it a win-win.
Want your content to stand out in the search results? We went into that in depth in how to write an SEO friendly article, and you should read that one carefully too. Look at the search volume and the competition on every keyword phrase, and shape your content work accordingly.
Scattering these important keywords through your website, your social posts and your digital properties will pull first rate traffic into your organic search work, which means you will have helped more people and reached more prospective clients for your firm. Which is another win-win.
4. Research Your Competitors
If you want to save some effort on content marketing and get ahead of the competition, here is a first rate strategy: keep an eye on your competitors.
Start by identifying your main rivals in the legal world, particularly the other firms and lawyers in your practice areas and your city, then go to their websites. Analyze what kind of articles, blog posts and resources they offer.
Now the fun part. Analyze how good and how relevant their content is. Find the openings where you can stand out and add unique value for your prospective clients. Do not forget to stop by their social platforms. Take notes on which topics and formats get the most engagement.
Remember, you have to build better content and a better user experience than your competitors do.
5. Keep Your Content SEO Friendly
Want to raise your firm’s online presence? Keeping your content SEO friendly is the subject of item 5.
First off, you have done some keyword research to know exactly what your prospective clients are looking for, and I imagine you have plenty of notes in hand. Put them everywhere: the title, the headings, the body and the meta tags. And do not forget the alt tags on your images, optimize those for keywords too.
Now the crucial part: focus on building first rate content that is both informative and valuable. Share what you know about the law, answer the questions people keep asking and address the worries your audience may have. Remember that you need to be authoritative and trustworthy.
Using the Türk SEM points for law firm websites we mentioned earlier and serving content full of value, you can get good results in the search engines.
6. Write Engaging Content
Do you know what the key is to catching a prospective client’s attention and getting them to convert? Let me tell you: writing engaging content.
Start by getting into your audience’s head. Understand what they like, what they do not like and what they prefer. Then adapt your writing style and your language so that it speaks to them directly. Keep it conversational and set aside the legal jargon nobody understands, at least for now.
Add headings, subheadings and bullet points to make your content flow and make it easier to read. That way even the people who least enjoy reading can get through your masterpiece quickly.
7. Set a Blogging Schedule
If you want the most out of content marketing while saving valuable time and money, you need to set a blogging schedule.
Start by setting some realistic goals for your firm’s blog. Decide how often you want to publish and what you want each post to achieve, whether that is generating leads or sharing news about your firm.
8. Consider Guest Blogging
Widen your horizon and build your authority by reaching first rate sites and publications in law or in related fields and writing guest posts for them. Find the ones that suit your audience and prepare a few pitches proposing subjects you could contribute. You can start thinking about becoming a “columnist” in a newspaper or a magazine.
Once you start writing those guest posts on other sites, keep this in mind: be informative, be engaging, and tell it in a way that fits the publication’s tone. Leaving a few links to your firm’s website and to related resources can serve you well for traffic and for generating leads.
Build your intellectual identity: guest blogging puts you in front of established audiences and lets you show what you know. You will enjoy the process too.
On content marketing, our agency, Türk SEM Digital Marketing, is right here with you. All of us work to help lawyers and law firms raise their online presence fast. Let us put a team together, help people with a solid content marketing strategy, and take your firm to the top.
9. Brainstorm New Law Firm Content With AI
In our SEO specialist AI work at Türk SEM, we grant every law firm and lawyer client 100,000 words of usage free of charge. (We raise that figure when it is needed, so do not worry.)
Professional tip: embrace the power of AI for brainstorming new content ideas. Trust us, it changes the way you work.
Türk SEM Lawyer SEO Specialist Tahir Dinç
AI assisted content tools are the way to go. They analyze tons of data, spot trending legal subjects and surface the popular queries and the questions people keep asking. The AI we built will stay beside you through nearly all of your process.
With AI in hand you can find the content gaps in your sector and build unique topics to close them. It is not only about ideas either: AI can help you produce relevant headings, structure the content and suggest the best keywords for SEO.
One thing not to forget: AI should inspire you, and you should still be the one creating the content.
10. Analyze How Your Content Strategy Is Doing
Want to strengthen your content marketing and get a return on all this work? Analyzing your firm’s content strategy brings you to the last part of the job. After that you go back to the top of the spiral and keep the cycle going.
Analytics tools are what light your way on this item. In your analysis, Google Analytics can act as the flashlight on your law firm site. Finding out which content types actually work, which channels bring the most traffic and conversions, and which subjects catch your audience’s interest all happens here.
