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Content Marketing for Law Firms: How to Do it Right

Content marketing is an essential tool in any marketer’s tool belt, but it can be hard to figure out what to talk or write about. As a positive, your legal knowledge can translate into engaging, valuable content for potential customers and can attract more relevant clients to your law firm.

How to Create a Great Content Marketing Strategy for Law Firms

Content marketing for law firms largely depends on your specialty and target audience, but the fundamentals stay the same. Here are X steps you should take before you start making content.

Understand the Sales Funnel

Any SEO agency for lawyers like On the Map Marketing will use the marketing sales funnel to create content. That’s because the 3 phases of the funnel, awareness, evaluation, and purchase, need different types of content to attract, inform, and convince that specific audience based on needs.

For example, the awareness stage will use top-of-the-funnel content to build interest in your law firm. Content types in this step include how-to guides and videos. Once you attract your audience, you’ll move them to the middle funnel (evaluation) and the bottom-funnel (purchase).

Know Your Target Audience

Your target audience is very important to your marketing plan, as it helps you create content that attracts the right leads. If you’re a personal injury lawyer but you’re writing about bankruptcy topics, your website visitors will be confused and frustrated when they try to hire your services.

Keep in mind that your target audience isn’t just about your niche. You also have to write for people who are more likely to seek your services. Since 16-19-year-olds are more likely to get in a car accident, personal injury lawyers should write about topics that appeal to older teens.

Mix Popular and Niche Topics

A personal injury blog absolutely needs to have common topics to compete with other personal injury blogs. Topics like “what to do after a car accident” and “when to call your insurer after a car accident” are commonly searched for, and you need them to help most of your clients.

At the same time, niche topics aren’t as competitive. Topics about product recall and affordable healthcare options are essential for your blog but tend to be overlooked by other law firms.

However, these topics are often used by other bloggers as resources, which means you benefit from backlinking (SEO). Be sure to create other link-worthy blog posts that include statistics and changes in personal injury law, so you can benefit from more people seeing your content.

Start Researching Keywords

Keywords are an essential part of SEO as they’re used to find your blog and your website. The consistent use of relevant keywords can make it more likely that your content reaches #1 on Google search rankings. However, you have to build your content around these keywords first.

While law-based keywords are competitive, you don’t have to rely on popular search terms like “lawyer” or “law” to get noticed. Long-tail keywords (phrases that are 5-7 words or longer) can yield incredible results for search traffic as long as these keywords are relevant to your content.

While focusing on long-tail keywords for your content is important, complementing your SEO efforts with targeted PPC campaigns can amplify your online presence. Just like with SEO, the right keywords are crucial for the success of your PPC campaigns. Law firms can benefit significantly from tailored PPC strategies for law firms that leverage both competitive and long-tail keywords to attract potential clients actively searching for legal services. This dual approach ensures that your firm is visible both in organic search results and in paid advertising spaces, maximizing your reach and engagement opportunities.

Be Consistent and Engaging

Being consistent is the most crucial part of content creation, as it ensures you’ll keep ranking on search engines. Google likes to feature updated websites, and a blog keeps your site new and fresh, according to the algorithm. Plus, a consistent blog can set you up as a topic leader.

Engaging content is also essential. To your viewers, engaging content is anything that provides value, is easy to read, and gets to the point. It’s also accessible to most audiences. Experiment with different content types, such as videos and podcasts, to see what your clients prefer.