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Content Marketing Tips for Your Law Firm

May 24, 2023
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Optimizing your digital content is vital for the visibility of your practice’s website. Properly utilizing SEO practices and employing well-thought-out content marketing strategies can put you at the top of search results, ultimately leading to more business and overall growth. You can also manage different audiences with your digital content, which will allow you to narrow down and attract your ideal client demographic. Here are a handful of content marketing tips for your law firm to help you on your path to success.

Different Types of Content Attract Different Types of People

Social media is a booming industry. Nearly everyone utilizes at least one platform. Law firms can take advantage of this and use these content outlets to manage their audience. For example, if you advertise on TikTok, you probably will not be advertising for elder law or wills and estate planning because the people on TikTok are generally younger. The rule of thumb is to use the form of digital marketing where you think your audience is.

Facebook is particularly helpful because it allows you to filter who you show your ads to by their age, likes, or their location. If you are a divorce attorney, you may not be targeting younger people in their early 20s. Instead, you can filter by people who are a bit older.

Keep Your Content Consistent With Your Brand Look

You want to be consistent with your brand look. Digital marketing is there to help boost your brand and give you an extra opportunity to reach your clients to convey the message you are trying to communicate. For example, if your law firm’s brand is that you are tough and aggressive, you want your content – whether it is video or written – to have a certain amount of aggressive language. On the other hand, if you are trying to be a compassionate firm that understands how serious injuries are and communicates that your client’s pain really matters, you should lean into that angle within your content and be consistent with that message.

Take Advantage of Content Creation Tools

There are some incredibly useful content writing tools on the internet that will help you as you create your content by giving you advice, including increasing keyword usage, and telling you whether your sentences are too long, or the vocabulary you are using is too complex. Essentially, they will scan the text as you write it and tell you how to improve it. Typically, a Google search for “SEO tools for content writing” will give you plenty of options to choose from.

How Frequently Should You Post New Content?

Typically, the more content, the better. However, what matters the most for your law firm’s content marketing strategy is consistency. For example, if you only have the capacity to publish 30 pages of content in a year, it is better to space that out and do two to three every month, as opposed to publishing all 30 in one month and then going 11 months without any new pieces of content. If you are able to publish multiple times a day, that would be great. But again, what matters most is consistency. It is better to publish regularly than to focus on a specific number.

Where Can You Find Content Inspiration?

The best way to look for inspiration is to look at other successful websites in your area and see what they are doing and what kind of things they are writing about. For example, if you are a personal injury lawyer in Los Angeles, look at the competition in your city. If these lawyers are writing about different subjects that you may have never considered, like dog bites, Uber crashes, specific types of injuries, or different types of treatment, these could be great pages to add to your website. Even if you do not take on the same subject, it might still inspire you to similar topics you can write about and include in your practice’s marketing strategy.

Connect With Us for More Content Marketing Tips for Your Law Firm

Whether you are an established firm looking for additional growth, or a new business wanting to start off on the right foot, Small Firm Legal Marketing can provide you with actionable steps to maximize your success. Reach out to our team today for more content marketing tips for your law firm and individualized guidance.

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