Content marketing for law firms, as well as the legal industry as a whole, has gained the reputation of being boring and difficult to write. It’s reportedly boring because of the density and complications that are both apparent in the law, all factors which alienate people from outside of the field looking in. And it is difficult because you are combatting the boringness: you need to find a way to cut through the jargon and deliver engaging interesting content to laymen consumers, something which can be a real challenge.
But despite the stereotypes, content marketing for law is an important and valued field, especially by law companies themselves. Furthermore, with the stereotypes in place, you actually have an opportunity to belie the general consensus and create work which is genuinely appealing to people. So, here are a few good ways to go about content marketing for law firms.
1. Determine Your Audience
More than in a lot of other marketing scenarios, getting to know your audience for legal content marketing is absolutely vital, and your success entirely depends on it.
Marketing requires understanding the target audience, or else it’s not really marketing. But the difficulty in legal marketing is that it’s not always clear who you are marketing to. This step requires engaging both with legal practitioners, to get their understanding of who you should be writing for, but also with the average consumer.
2. Claim Your Brand
Creating the content means you have to know what you’re talking about. More than that, it means knowing what it is about your law firm that is unique and identifiable. Focus on these attributes to set yourself apart in a sea of competitors with their own similar sounding fields.
3. Write Accurate and Engaging Content
Writing content for the marketing of a law firm is a decidedly tricky task, far trickier than your average content creation job. It requires absolute crystal-clear transmission of concepts to the reader, without any room for them to be confused. As well word by word translation of legal jargon into easy to consume and relatable language. All of this can take a toll on a content marketer with a quick turnaround, so here are some tools to help you with putting together clear and informative prose:
- Study Demic and Via Writing: These are both great content writing guides.
- Academized and PaperFellows: Online editing tools, useful for checking your content before submitting it.
- Academ Advisor: This site offers you a way to monitor your grammar and syntax, both crucial in the legal field.
- Australian Help: A formatting tool, which will help you achieve the clarity you need (as mentioned at BestAustralianWriters).
- MyWritingWay: A useful proofreading tool to run your work through.
- BigAssignments and OxEssays: Excellent resources for generating appealing titles, keywords and subheadings.
4. Know Trends
Staying in touch with what is trending, in both the social media and real-life sense, can be a great way to connect to your audience. Use it as a tool to guide and inform your articles, allowing you to put out content that appeals in a moment and captures attention.
5. Use Different Formats
One of the major problems with legal content is it’s so dry. You find yourself reading endless blogs and articles, written with a keen academic understanding but with no regard for user experience. To get an edge over others in the same field, you really ought to think about shaking up your choices. Start introducing new media; use photos, gifs, animated content, infographics and videos. Make it interesting!
7. Focus On SEO
As Elliot Andrade, content strategist from StateOfWriting and “Do my homework”, puts it: “SEO Content is ubiquitous these days but it should be paid special attention to by content marketers in fields like law, where people often won’t even know what they are really looking for. Being at the top of the pile can be vital.”
With consumers who aren’t well versed in where to go for reading or understanding law, having your marketing content search engine optimized can be really important to bringing in customers and drawing interest.
8. Content Output
Devote some time to thinking about your distribution methods. Posting a blog in a law blog spot is an outdated a largely ineffectual method: get involved with social media, find ways to make the dissemination of your content seem natural and organic, rather than forced and clearly PR oriented.
Finding more user-friendly methods of presenting your content can help give a sense of security and relatability to those consuming it, which can bleed into how effective the marketing is as a whole.
So, instead of steering clear of content marketing for your law firm, with all of its stereotypes and potential pitfalls, you should embrace it and take the opportunity to produce work which will shock your audience with how engaging it is. It will be better for you and certainly will provide a better experience for the consumers who are used to the dry formula of tedious blog posts. You’ll be surprised at what you can achieve in this field if you give some of these ideas a try!