Content marketing is when a business produces blogs, podcasts, videos, etc. in order to show their expertise and gain new customers. This marketing strategy can be effective for law firms. The goal of content marketing for law firms should be to produce quality content that helps their prospective clients solve problems they may have and figure out what law firm they'd like to hire for their case.
Law firm marketing expert, Stephanie Marrone stated in her article for LexBlog, "Always think show versus tell. In order to do this, you need to put yourself in the shoes of your client. If you really consider their perspective, challenges and goals, and you will create useful, actionable content, not noise."
When you are brainstorming for content ideas, think about the questions, worries, and misconceptions that your clients often have and figure out how you can create a content piece that can provide them with the answers that they need.
Marrone also recommends dedicating your attention to the places where your audience is spending their time! She says, "You should only dedicate your time and efforts to those platforms they are using – with LinkedIn being the most important one." So if you notice that one of your social media channels consistently performs low then consider scaling back and directing that extra time to your highest-performing channel.
For more helpful content marketing tips, click here to read Marrone's LexBlog article.