Over the last few years, content marketing has become a phrase that has certainly reached the height of popularity in many businesses, including law firms. Overall, this increasingly popular concept is making its way through major marketing circles, and the biggest corporations in the world like American Express, FedEx, and Coca-Cola to name just a few, are embracing content marketing and taking advantage of its full potential.
Smaller business owners are even having major success with this powerful new trend. This isn’t just a flash in the pan scheme that is going to disappear overnight. On the contrary, content marketing is here to stay because it provides actual value and substance.
What is content marketing? Is it really going to help put your law firm on the map?
Defining Content Marketing
The working definition for content marketing is quite simple: it means you take content created for your business and then use it as a way to promote your company.
Why is content marketing effective for the family lawyer?
Simply put, this method of disseminating information about your business is successful because it gives those interested in your company valuable information that they need to know and learn.
As an example, let’s say that your family law practice is looking to bring in new clients. You create a content marketing campaign discussing the many aspects of family law. You freely share this information with your target audience and it helps to attract new business.
For starters, by creating valuable content around family law, you prove to your potential clients that you are knowledgeable in this area of law. It shows them that you not only understand family law, but you are a serious authority and can help them with any family law related matter when they are in need of representation.
Content Marketing & Making Personal Connections
Another excellent benefit of content marketing for law firms is that it helps family lawyers create a personal connection with their potential clientele. Often, you can make this connection with a blog that readers can reach through a link to a blog on your practice’s main website? By setting up a blog, you can share blog posts and other content with people visiting your website. This will help your law firm twofold.
First, it will provide valuable information for your visitors to read. If you create the right type of content, you will connect with your visitors on a personal level. You write the content in way that appeals to a broad audience in the niche market you want to reach. While you want clients to see you as knowledgeable, you want it to be readable to potential clients.
Second, by creating additional content for your blog and website, you will generate additional traffic in the search engines. Keep an eye on the design, as it is an important visual part that will keep your visitors on the page for longer periods of time. This will allow more visitors to find your website and they will see that you are an excellent lawyer that can represent them in all matters pertaining to family law.
Lastly, by creating engaging and powerful content, you will provide value to those looking for your legal services before they ever step foot in your office. Instead of bombarding potential clients with marketing messages, you’ve chosen to share valuable content that proves you are an expert in the field. It also proves that you are personable, down to earth, and ready to help when your clients need you the most.
As a family lawyer, you may have overlooked the value of content marketing, but it offers excellent benefits to your budding practice. Please take advantage of the opportunity that content marketing provides.