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The Essence Of Content Marketing In The Legal Sphere

For as long as a product or service has existed in the market, people have found ways to promote it. Since its inception, marketing has evolved from print to radio and television to digital. Every brand always faces the concern of how to reach the audience and the obvious solution is provide informative and enjoyable content about the product or the service in order to drive awareness, loyalty and ultimately sales for the brand. The same can be achieved through content marketing.

In general terms, content marketing focuses on developing and disseminating relevant and valuable media content, with an aim to attract audiences and drive engagement, brand awareness, sales, and customer loyalty. This method of marketing provides consistent and useful content that adds value of people’s lives.

If we turn back the wheels of time, humans have always found a way to communicate through content since the first cave paintings of our ancestors. Content marketing however, roughly began with the advent of the printing press in 1940. It was then used to create pamphlets that marketed products and services. A few hundred years later, it was designed to promote businesses. For instance, the “Poor Richard’s Almanack” in 1732, released by Benjamin Franklin, and the “the Locomotive” magazine, released by the Hartford Steam Boiler Inspection and Insurance Company.

All of the above, laid foundation for the dawn of what we know as content marketing today. The 1900 to 2000’s era saw the birth of new forms of content marketing trends. Later in the early 2000s, content marketing reached its final form, a pervasive marketing opportunity for brands across new platforms and media channels. Social media, SEO and much more, created a new age of content marketing.

If we consider the marketing in the legal industry, there was once a time where the law society prevented lawyers and firms from marketing. In some cases, they were even forbidden to any form of marketing and soliciting business via any advertising strategy. Television, billboards, buses, radio, etc, no means of communication could be used by them to advertise. Major reasons behind these restrictions were to protect the legal Industry and the profession as a whole, and to prevent the power of advertising persuasion and influence.

In today’s world, marketing is not just a norm, but a necessary practice. While traditional marketing practices limited itself to in-person marketing and digital marketing, most large firms today implement a holistic approach comprising of various marketing, technology and business tactics.

Today, in the legal industry, we witness all sorts of marketing happening in mainstream media, magazines, newsletters, blogs, social media, websites, podcasts, video content and much more. Legal marketing has become an essential element for law firms and attorneys. Through this article we will be covering one of the aspects of marketing, namely content marketing, and discuss the latest trends which law firms should abide in order to succeed.

  1. For any potential client, to trust our law firm we need to share content which has credibility. If our content raises privacy or security concern among individuals, they will become less inclined to trust companies and firms. Trust is the key which makes clients and prospects feel, that we have the best solution for their problems. Most people make their decisions based on feelings of trust, and the same stands true especially in legal consumers. hence, being transparent in our marketing and business dealings is of utmost importance this year.

  2. At the surface, it may be difficult to understand if influencer marketing has use in legal sphere or not. But still, many leading lawyers believe that influencer marketing can be an innovative and efficient method to prove our firm’s credibility. We can invite leading lawyers to create content, and present it as a guest blog on our firm’s site. Engaging in influencer marketing can help our law firms to use their relationships with industry experts, and implement it in a way to reach new audience. Once we identify influencers to connect with, we can invite them to write a guest post for our blog, or become a speaker in an upcoming podcast.

  3. Consumers find it easier to connect with visual content. Considering this, we are confident that the future of content marketing is video. Video marketing allows to boost search and SEO rankings, improve audience engagement and more. Nowadays, short-form videos in particular is on the rise. Taking influence from Instagram reels and TikTok, we can keep our video content short and interesting.

  4. According to a survey, by the end of 2024, there will be 504.9 million podcast listeners. This aspect of marketing is still packed with unreached potential. Podcasts are an effective method to reach the audience as consumers here do not require to take the time to sit down to read something, but can listen to information basically whenever and wherever they are, while just needing a smartphone or device to do so.

  5. We can focus on making content even more personalised. By understanding the target audience, marketers can tailor content which satisfies their needs. Focusing on client-centric information and story-telling will continue to make compelling content.

  6. Modern content marketing survives by keeping itself data-driven. More than ever, now we have tools to support marketers in making data-driven decisions. Marketers should make sure that the data they possess is clean, complete, comprehensive, chosen, credible and calculable. In 2023, we should possess such tools which inform every content marketing decision we take.

  7. We should practice to connect with our audience in an emotional and intellectual capacity. Providing information is primary, but we need to evoke emotions in our client so that they can connect with us more strongly. Nowadays, visual platforms are becoming the place where online users spend most of their time. Therefore, when creating case studies or white papers, or any such content, we should make sure to intersperse them with interesting visuals. We should opt for attention-grabbing graphics in order to grab the viewer’s attention.

  8. Email marketing is still alive as ever. More than 4 billion people are daily email users. Even a report stated that 77% marketers reported an increase in email engagement in 2022, hence making it clear that in 2023 we need to take full advantage of our firm’s email marketing strategy. We can boost our email marketing efforts by sending an email once a week to our clients and other prospects, or by launching a newsletter or sharing the latest blog, video, or e-book and more.

Content marketing will always remain a crucial aspect in marketing strategies for law firms. It presents a holistic approach to connect with our clients by offering them interactive and integrated content. Since we have just entered the new year, it is the right time to review our firm’s marketing strategies, and align them in a way to move our firm towards success.




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