Do you know any lawyers who are satisfied with the amount of work they have and don’t feel the need to look for more?

I don’t.

Most lawyers are looking to increase their visibility and better position themselves as an expert in their area of law in order to expose them to potential new clients. One of the best ways to do that is by adding content marketing to your business development strategy.

What is content and why should I produce it?

Content is just about anything produced for reading, viewing, or listening. For law firms, this often includes web pages, blog posts, videos, podcasts, client alerts, and social media posts.

Three pieces of a successful business development plan are establishing thought leadership, creating an active LinkedIn presence, and improving search engine ranking. Content is key to each of these. 

How will content help our marketing efforts? 

In an increasingly competitive market, law firms have started to use content marketing to set themselves apart from their competition and reach a wider audience. With the internet, search engines, and social media, reaching a wider audience is easier than ever. But succeeding will take effort. 

Lawyers attract business by building trust and nurturing relationships. One way lawyers do this is through the work they produce for clients. By broadening this approach, and providing insights and helpful resources on legal topics in articles, blog posts, social media posts, and elsewhere, lawyers and law firms can position themselves as thought leaders and experts in their areas of practice. This not only helps to attract new clients but also builds loyalty and keeps current clients engaged.

Want to add content marketing to your business development strategy but need help? Learn how to work with an outsourced writer to produce fresh content. 

How can I create a content strategy?

With countless law firm websites, legal content aggregators, and social media platforms vying for prospects’ and clients’ attention, it can be difficult to stand out from the crowd – while also reaching your target audience. 

A well-crafted content strategy takes into account not just what you want to say, but also how and to whom you want to say it. From client updates to videos, and presentations to whitepapers, every piece of content should serve a purpose and work together to tell a cohesive story about your law firm and your practice. By understanding your audience and tailoring your message accordingly, you can build a strong online presence and drive meaningful engagement.

Download our Ideal Client Profile Questionnaire to get started.

Knowing your target audience is key to any successful content strategy. You want to ensure that your message is reaching the people who will find it the most valuable. Take the time to research and understand their demographics, interests, preferred platforms, and online behaviors. This will help you tailor your content to their preferences and increase engagement.

Once you know who you are targeting, consider the information most helpful to them. What questions are clients and prospects asking you? Is there a hot topic in your area of practice, or a new decision with implications for your clients and prospects?

Check out our Content Writing for Attorneys: 5 Idea Starters to get started.

How can I establish myself as a thought leader?

Becoming a thought leader in your area of practice can set you apart from the competition, increase the reach of your business development efforts, and lead to new opportunities. It requires a combination of knowledge, passion, and strategy to establish yourself as a trusted expert and a go-to source for information related to your area of law. Consistently creating insightful and valuable content, engaging with your audience, and building relationships with industry leaders can help you gain credibility and continue to establish trust with your clients, prospects, and referral sources.

The legal industry is constantly evolving, with new trends emerging and new decisions and laws creating new implications. Lawyers have to stay current on emerging trends and case law in their area of practice; by creating content and sharing insights about these developments, you can set yourself apart from other lawyers in your field. Incorporating personal stories and creativity can help capture your audience’s attention and increase your credibility. 

Join me on LinkedIn on May 12 for “Ask Me Anything: Establishing and Amplifying Your Personal Brand,” where I will answer all of your questions about establishing yourself as a thought leader.

Why is LinkedIn important?

LinkedIn is perfect for showcasing your professional expertise and connecting with other like-minded individuals in your area of practice. Repurposing your blog content for LinkedIn can help you reach a wider audience and establish yourself as a thought leader in your field. Plus, with the added bonus of LinkedIn’s built-in analytics, you can track the engagement and success of your articles, and tailor your content accordingly.

When it comes to building a professional brand on LinkedIn, consistently sharing valuable and informative content is key – but coming up with fresh material all the time can be a challenge. If you want to truly expand your reach, consider transforming your blog posts into LinkedIn posts. 

And LinkedIn is not just for text-based posts anymore! By utilizing LinkedIn’s video and story features, you have an opportunity to not only engage with your audience in a new and different way but bring a more personal touch to your content.

Ready to get started creating content for LinkedIn? Check out LinkedIn Posts: How to Create Content that Gets Noticed to get started.

What about S.E.O.?

Once you have invested time in producing content, you want to make sure people see it! Search Engine Optimization (S.E.O.) is part of your content strategy that increases your law firm’s visibility online, leading to more website traffic and potential clients. 

Identifying relevant keywords is, well, key. It’s important to think about what your potential clients are searching for when looking for legal help – and then to optimize your content accordingly. By incorporating keywords into your website content, you can increase the likelihood that your business will appear in search engine results for the terms your target audience is using, making it easier for people to find you. (Love this idea but think it is too technical? (We can do it for you.) 

Monitoring keyword performance and tracking progress is also essential. By using analytics tools, you can gain valuable insights into how your chosen keywords are performing, allowing you to make informed decisions about future content to produce and keywords to target. With this data, you can see which keywords are ranking well and which ones need further optimization, as well as identify any trends or patterns in user behavior.

Law Firm S.E.O. Best Practices, According To Google is a great guide to get you started.

Where should I start?

Many lawyers find content marketing a little overwhelming at first, but it does not have to be. By understanding your ideal client, what they are looking for and where, you can strategically create valuable content to be used across platforms, optimizing your process and broadening your audience of clients and prospects.

The hardest part is getting started. Try something. The way to learn is by doing, and you can tweak your strategy as you go. It won’t be perfect, but producing even one piece of content a month is more than what most of your competition is doing. 

And you don’t have to go it alone! Our team of writers and content marketing experts are here to help.