Content Marketing For Law Firms: How To Get Going

By Law Firm Suites - February 7, 2019
Content Marketing For Law Firms: How To Get Going

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:

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 EliteAssignmentHelp, 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.

Conclusion

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!

About the Author

Freddie Tubbs is a digital strategist at Ukwritings. He also works as a communication manager at Boomessays, and contributes posts to the Vault and Essayroo blogs.

How to Market a Law Firm

About Law Firm Suites

Law Firm Suites is the leading NYC shared office space for solo attorneys and small law firms. At Law Firm Suites, attorneys get headache free sublet office space, virtual office rentals and litigation hotel services. Law Firm Suites has two locations in Manhattan, one in White Plains NY, and one in Annapolis MD. Law Firm Suites' community of self-employed lawyers are eager to help colleagues succeed, and routinely exchange over $2.5 million in legal business every year in each LFS business center. Connect with Law Firm Suites on Twitter and .

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