In case you were wondering which industry is killing it on the content marketing front: It’s law firms.
This might be somewhat surprising, given that the field of law tends to be deeply entrenched in tradition. But it’s not all that shocking when you consider lawyers are in the business of doing their research, mapping a well-planned strategy and then expertly communicating it.
Although some law firms are investing on content marketing farms in-house, most lawyers find it much more efficient to outsource this job to copywriters, blog writers and content marketers. Read More ›
The term “content marketing” is somewhat of a trendy one. The term “law firm content marketing” is even newer. However, unlike a lot of trends, these aren’t going anywhere anytime soon.
The good news is that law firm content marketing can deliver real benefits to your practice. But you have to know how to wield it – and who can help. As the name suggests, content marketing is a kind of promotional vehicle. However, instead of touting your firm’s qualifications and experience, you are providing them with practical information.
Yes, you want them to know you are qualified, knowledgeable and experienced. But rather than tell them that, you show them. You create consistent, quality content that is informational and valuable to readers. That’s effectively using law firm content marketing. Read More ›
Strong law firm content marketing must provide value to its readers. It needs to engage, inform and deliver an effective call to action.
Unfortunately, it has become tempting for a fair number of content providers – including those in the legal arena – to use bait-and-switch tactics. These tactics are intended to lure readers and garner clicks, the hope being that this will boost the site’s search engine optimization (SEO) and push the site higher up into the ratings of Google, Bing, Yahoo and the others.
There are two problems with this. The first is that when you cheat your audience of the kind of meaningful content you promise, they are unlikely to stay long or to return. That hurts your SEO “bounce rate” – the rate at which readers “bounce” off your page, which is going to ratchet down your SEO score. And beyond that, Google and other search engines have become increasingly deft at identifying “click bait” and “bait-and-switch” techniques, which are sometimes referred to as a kind of “black hat trick” in the SEO world. It’s not going to work as well as it once did, and the goal of search engines is to make sure it doesn’t work at all. Read More ›