According to research carried about by Econsultancy, content marketing is viewed as the most effective digital marketing discipline for those working in the legal sector. Since the research was carried out, the importance placed on content has only increased with legal firms becoming one of the most rapid adopters of content marketing. And it’s easy to see why. It’s a simple fact that in business today, your content meets your customers before you get a chance to. So it can be an incredibly valuable tool.
Key benefits of content marketing within the legal sector:
Position your brand as thought leaders
Through your content you can position yourself as thought leaders within your field. You do this by creating relevant, informative and useful content. The more content you produce, the more trustworthy and reliable you become to your audience. And gaining trust is essential within the legal sector. Once you’re in this position, you’re more likely to get higher engagement with your content.
Drive traffic and leads
But remember it’s not only people who are consuming your content. The search engines are too. The more high-quality content you produce the higher you’ll rank for your relevant search terms which in turn will drive more traffic to your website and theoretically, provide you with more leads.
Build brand awareness
The whole point of digital marketing is to ensure that you have an audience, and that audience can find you online. And content marketing is a big part of that. Putting content out in front of people helps to build your brand awareness. There’s an accepted rule in marketing that a person has to see your company or a product you offer at least seven times before they take significant notice. So posting regular content is key.
Best practices for content marketing within the legal sector:
Cut the jargon
Strike a balance between being knowledgeable and relatable. A blog doesn’t have to be written as though it was intended for a 5 year old. But similarly, it shouldn’t read like an academic essay either. You can be informative without turning people off with unnecessary jargon. Remember you want to create a dialogue with your customers rather than just talking at them. And your customers are not lawyers, so save the fancy lingo for industry journals.
Talking about your brand and the products and services you offer is great. But it shouldn’t be the only thing you include within your content marketing strategy. Your content should be relevant and a great way to ensure that is by talking about things in the news. New legislation, regulations or general news story related to your industry are all worthy. Don’t be afraid to voice your opinion neither.
Mix it up
When people hear “content” their minds automatically go to the written word. Whilst your content marketing strategy should certainly include written articles and blogs, that’s not the only content you should be creating. Videos, infographics, images and even podcasts can all be part of a successful content marketing strategy.
Looking for help with your content marketing strategy? We work with many clients, including those within various industries of the legal sector, helping them create engaging content that ultimately helps their business.