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Content marketing strategies for law firms

Content marketing is one of the main pillars of modern marketing strategies. Law firms which aim at improving their SERP rankings and increase the web presence, should focus on implementing such strategies.

It generally depends on the firm’s goals, when considering how often they should write new content. Nevertheless, they should focus on creating informative content, if they want to get more leads and increase sales. They should focus on regularly creating content, which speaks about their brand image and reputation. In order to reach out to their potential clients, law firms must produce high-quality content. Follow this article to learn simple SEO content writing tips to improve your brand image and reputation.

For any law firm, content marketing has become increasingly important. Lawyers manage complex legal situations daily, but most of their clients do not. Irrespective of a person’s circumstances, needing a lawyer is likely to induce stress. The process of seeking one, can be highly emotional experience, depending on the depth of situation. As a result, people do not just choose the first lawyer they see, they do their work, and research the most appropriate lawyer for them.

Whenever a client moves on with a lawyer, they often look for someone whom they can trust and rely on, during a difficult time. One of the most critical purposes of content marketing is to build trust and authority. Law firms have this perfect opportunity to show off their skills through a well-written content. One of the primary ways to deliver this information is also through blogs. It depends on those blog posts, whether an individual will make a call and hire the firm.

The content written, must be fresh, authoritative, and relevant to a firm’s target audience. It all depends on the selection of topics, accuracy of details, and engagement of the writer with its audience.

Robust and quality content strategies can help firm’s website ascend on SERPs (search engine result pages), and ideally begin pulling in more and higher-quality clients.

1. Focus on keywords

Whenever writing a SEO content, one always focuses on keyword and keyword research. A client searching for content, does not search the entire sentence. They focus on particular keywords, called the target keyword phrase. Today, these keywords allow the client with an idea on what our content is. But we do not write the content around keywords. This process was mostly used in the previous age, and instead, law firm blogs, today, should focus on actual topics related to the legal industry.

Instead of just focusing on including keywords, the writer’s focus should be on writing for topics which can help to match content of what the potential client wants.

Law firms can take several approaches to write such content. There are tools which can help to generate content ideas based on key phrases. Apart from this, one can also search the topic which they are writing about and review Google’s SERPs to see what is already ranking and how the content is being presented.

2. Define client persona

The content written should always target a specific audience. SEO beginners often confuse themselves by thinking that their target audience is everyone using the net, but they should keep it in mind that not everyone requires lawyer services. A client persona represents the types of people who would be the best clients for a law firm. Client personas vary significantly between law firms, depending on the type of law. Content marketer should be well aware of the firm’s target client personas.

Knowing our clients will provide with a better understanding of what we are trying to write, providing a chance of creating content which is relevant and valuable for prospective clients.

Client persona can be achieved by determining the demographics of the web traffic and followers, which can lead us closer to the target audience. These demographics include age, gender, geographical location, job title and salary, education level, family dynamics and more.

3. Type of content to create

Some significant types of SEO content are-

• Blog posts- people are mostly familiar with blog posts. Hence, they attract the most traffic. It is the simplest way of earning the trust of potential clients by communicating with them about a topic that concerns them. The key to success here, is to use keywords carefully and use internal links to point back to the website’s top-level pages. Blog posts allows firms to expand upon those legal subjects by adding details, providing examples, or reflecting on recent developments in legal cases.

• Location pages- Law firms can benefit from creating location pages that target certain cities or other geographical areas. These pages need not target every local municipality on the map. The key to success here is to note that locations are essential, but it is essential to recognise that people may only travel a relatively short distance to access the services of a high-quality lawyer. To set a geographical barrier, firms should try to target their client personas in a city 10 to 20 miles circumference from the firm.

4. Promoting the content

When all is done correctly, potential clients will automatically find the particular firm’s content, when they look for legal information. Sometimes, it is not enough to post something, and have that be the end of it. Content often needs a nudge to be impactful. So, after creating a piece of content, the next step is to promote it. One can increase their website’s traffic by promoting blog posts across Facebook, LinkedIn, and other social media platforms. Sharing content on social media is an easy way of putting our content in front of the audience and letting them know about our presence. There are times when social media is not an appropriate platform to share our content, here email comes to rescue.

5. Measuring the conversions

Once the content is made and shared, it is imperative to learn if its working. The goal of writing is to bring in new clients, and there a few ways through which we can measure our content. Google analytics is an important tool which provides with accurate information regarding impact of SEO content on sales. Measurement of conversions provide with information that can be used when considering future content strategies.




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