To understand the power of law firm content marketing and how it can be used to your best advantage, it is important to understand exactly what content marketing is, and to review some best practices.
What is Content Marketing?
Content marketing has become a ubiquitous term for those in the digital communications and marketing spaces, but it is a term that is not as familiar to people outside of those fields.
To begin to understand exactly what content marketing is, its helpful to break the term down.
One of the best definitions of content I’ve ever read was in Everybody Writes, a book by marketing executive Ann Handley. In the book Ann says, about content:
Content isn’t limited to the text on our Web pages or product pages or blogs or e-mail newsletters. It’s broader than the things we think of as marketing. Content is essentially everything your customer or prospect touches or interacts with—including your own online properties and Web pages and the experiences they offer, but also everything on any social channel (like Instagram, Twitter, Facebook, LinkedIn, YouTube, and so on).
Content is the entire user experience… Think of your content, then, as any medium through which you communicate with the people who might use your products or services.
Or, to paraphrase Mufasa the Lion King as he and his son Simba survey their kingdom at Pride Rock: “Everything the light touches is content.”
For lawyers, content would include the entirety of the firm’s presence, online and otherwise, including the firm’s website, blog, social media accounts, client newsletter, white papers, videos, webinars, podcasts, etc.
Marketing is, at its most fundamental, the process of informing potential customers or clients about your services and sparking their interest in those services.
Content marketing, then, is the practice of creating useful, relevant content to establish yourself as an authoritative resource, a thought leader, and to inform and engage prospective clients and referral sources.
Content Marketing for Law Firms
More and more law firms are using content marketing to differentiate themselves from their competitors. Firms are either creating and relying on in-house marketing teams, or outsourcing their marketing needs to experts to ensure they are producing regular, informative, and relevant content for clients, prospective clients, and referral sources.
Firms who engage in content marketing will blog, create videos or podcasts, or otherwise provide information about their specialized practice areas, developments in the law, policy changes, recent noteworthy decisions they have been involved in, and frequently asked questions. They post these blogs or videos to their firm website and share them across social media to create a strong online presence.
The most effective law firm content anticipates what clients may be looking for online, and provides that information through a blog, video, or another online resource. Understanding what your clients need and responding to that need across a range of platforms is key.
At Umbrella Legal Marketing, we help law firms define their content strategies, create compelling content, and get that content out there. We work with firms at various levels, from doing all the heavy lifting and entirely creating content for them from scratch, to working in conjunction with them on creating content. This is one of many comprehensive services that we offer our clients. If you would like to learn more about how we could assist you with your online presence, please contact us online or at 416-356-4672.