Content marketing is a must for any business. Having an online presence is crucial to survive in a crowded marketplace and content marketing is one way to stand out in the crowd. When it comes to marketing for law firms, there is a big difference in strategy. Legal content marketing is unique in many ways. Here are a few examples.
Law Firms Are Expected to Be Experts
Legal content marketing is different, in that all content is expected to have some type of expertise. You can read similar articles all day long on other niches but when it comes to legal articles, people are there wanting to hear what an expert has to say. You cannot simply go to Elance and pay a freelancer a few dollars to create quality content for you.
If you are writing legal content for your blog, make sure that you are able to cite legal sources to support your contentions. This is not something that is done with most other niches. You want to make sure to cite sources as it shows you know what you are talking about and also brings quality and credibility to the content.
Another big part of legal content marketing involves becoming an authority in your market. When you write content as a guest blogger, you are establishing your legal brand. After you are able to post articles on high authority websites, people will begin to see you as an expert or the go-to person in the field.
Localization Should be the Focus of Legal Content Marketing
SEO is an important part of legal content marketing. Regardless if you are posting content on your blog or authoring on another site as an expert, you must make sure you focus on SEO for lawyers. This means that concentrating on your local market is the key to success.
If you are an attorney in the Los Angeles area, you do not want to optimize your content for a national audience or even for another city. Many people get this wrong. As a local business, you want to focus on the local market. People cannot purchase your products or services online. They must come to your office in person, which is why you need to optimize your content for people looking for you.
Other key differences are knowing when to use the correct terms, such as lawyer or law firm, in your content.
Search Engines Already Hate You
If you are a law firm, search engines are not your friend. There is so much spam content out there related to law firms that you must fight your way to the top. Legal content marketing is some of the most difficult to get ranked because of this.
Just check online to see the many law firms out there with spam content and clickbait. Their only purpose is to get visitors to their site, where hopefully they can convert them into paying clients. This is the opposite of what Google and other search engines want. They want you to provide quality content that not only attracts visitors but keeps their attention and provides valued information.
In order to help your content rank, it must be of great quality. While this is the same for all niches, law firms must stand out. The way to do that is to provide information that people want, or need, to read. We suggest creating how-to advice or writing articles that answer common legal questions. This is a great way to keep the readers’ attention and show the search engines you are there to provide valuable content, not serving up spam.
Yes, legal content marketing is unique. If you are looking to rank your law firm’s website, you must invest in quality. Provide expert advice, with information people want to read. Stay away from using clickbait or other black-hat methods to attract visitors and Google will likely grow to love you and rank you higher.
Looking for a quote for legal content marketing? Contact us for a free consultation.
If you run multiple offices for your firm, you already know how difficult it can be to coordinate the cases you are working on. If you have decided to take on the task of legal content marketing, you will find the process will not be any easier. When managing your content marketing strategy from multiple locations, here are a few things to keep in mind.
Organize Everything in One Place
When you are working on a case for a client, chances are you do not have pieces of the file spread out in different office locations. While there may be multiple offices working on the case, there is always a central file that everyone can access. Content marketing for law firms should be no different.
There are numerous ways you can organize everything. The easiest is with websites such as Trello or Clipix. You can also host a central file from your own server, allowing access to everyone from multiple locations. I prefer the former as you don’t have to worry about downtime or paying someone in the IT department to come in when your server crashes.
Have One Person Responsible For Everything
Ultimately, you need only one person making final decisions. This should be the person in charge of finalizing and posting all content. Even though you have multiple people working on a project, the final draft needs to fall to one person.
Having one person will help alleviate any concerns your firm may have with wording. You don’t want to publish something offensive or inaccurate so having that person do a “final” review will help keep that from happening. It will also ensure that the message you are putting out truly represents the firm.
Think about it. Would you turn in a brief to the court that was written by an intern without first looking at it yourself?
Always Enforce Deadlines
Failure to enforce deadlines can bring your content marketing strategy to a halt. If one person is waiting on another, it essentially creates a backlog and then no work will flow. This can cost you time as well as potential lost revenue.
It is imperative that you enforce deadlines to make sure that content keeps flowing. One office depends on the other to have their portion of the content writing done on time. Letting people miss deadlines without repercussions will only hurt your firm in the end.
Meet Regularly Face to Face
Having regular meetings will help keep projects on track and everyone on the same page. People working on the content will see each other and not just image them in an office elsewhere. They become real people who are relied on and not just figments of imagination.
In person meetings are always the best; however, distance will be the determining factor on how you organize the meet. If you are unable to meet in person, use apps like Skype or Citrix in order to do video conferencing. When you see actual faces, you will get the sense that everyone is working together, regardless of how far apart you are.
Final Thought on Managing Content from Multiple Locations
Regardless of how you decide to manage your content marketing from multiple locations, the fact is that you must do something. Failing to stay organized or have everyone on the same page can do your content marketing strategy more harm than good. Also make sure to task one person with the final review so that all your content reflects your firm’s message.
If you are looking to for an agency to manage all your content for you, give us a call for a quote.
Search engine optimization (SEO) is an important part of any content marketing campaign, yet there are many misconceptions about the practice. The days of keyword stuffing are long in the past, but search algorithms still use keywords as a basis for rankings. For professionals launching a content marketing campaign, it’s important to understand how keywords factor in today’s environment.
Although algorithms constantly shift, there are a few basic things that every business should know while creating websites, blog posts, and articles. Here are a few of the most important things every content marketer should know about SEO.
Quality Content Wins
Search engines win when customers are happy with the results of their searches. Realizing this, algorithms now reward high-quality content over pages with sparse, poorly-written text. It’s important to invest time in producing information consumers will want to read if you hope to win out over the competition in searches. If you post a video, include a translation on the same page and focus your video content on topics that are likely to attract people looking for your products or services.
Keyword Research Is Crucial
Before you post the first word of text on your site, it’s important to know which keywords you should use. There are several free keyword planning tools that will tell you the best phrases and words to work into your copy. A law firm promoting its personal injury law services, for instance, could enter those words into a planning tool and see that consumers most often search for “personal injury lawyer” and “personal injury attorney.”
Links Build Authority
Businesses focus most of their SEO efforts on their own pages, but 75 percent of search engine ranking is determined by outside content. When someone links to your page, algorithms see that as adding authority to that site and boosts its visibility. Spend time guest blogging and writing content for online publications, including a link in your bio with each post. When you upload content to your own page, link to other items within your site.
Mobile Is Here to Stay
More than half of all Google searches are now conducted via mobile devices. This means your site must be optimized for mobile, but it also affects the way customers search. Location-based searches are growing in importance, especially if your company is one that is likely to attract someone who is looking for businesses nearby. Use geo-location-based keywords to ensure that your page comes up first whenever a customer searches for you in a particular region.
Think Long-Tail Keywords
Search rankings are based on the way customer searches, which can often be in a long, disjointed series of words. “Kitchen cabinets white new” or “SUV black 4-wheel drive,” for instance. With long-tail keywords, businesses can anticipate how customers will look for the products or services they sell and deliver keywords that match. This also helps businesses utilizing paid search marketing, since they’ll pay less for more specific keywords that don’t have as much competition.
Customers Come First
Search engines spend so much effort customizing each user experience, it’s difficult for marketers keep up. But businesses that focus on making each customer interaction with their sites as pleasant as possible tend to do better in search rankings. As Google and Bing continue to refine the search experience to match a customer’s location, device, and personal search histories, it will become more important than ever that brands tailor content to their ideal audience.
Results Take Time
Experienced marketers know that real marketing efforts yield slow results. This is especially true of content marketing campaigns, since many businesses have stiff competition within their industries. Marketers should plan a long-term strategy and continue to work at it, expecting to gradually see positive results. By monitoring analytics and seeing how many click-throughs they’re getting, brands can tweak their campaign to be even more effective.
Although the search landscape is constantly changing, marketers who use winning SEO tactics will create content that consistently ranks well. With high-quality content and the right keywords, a business can outrank the competition, reaching new customers who will then click over to learn more about its offerings. While results take time, ongoing content creation can be something as simple as a blog that offers customers actionable information they can use.