Hello and Good Day. Welcome to this edition of LawBARD’s 5 Things. Today, we will be talking about Content Marketing. You have probably heard this term but what is it and how does it affect your law firm and your marketing success?
Below are five things to help you be more informed about content marketing and why this should be a large focus in your overall marketing effort.
- What is Content Marketing?
- What are the Benefits of a Content Marketing Strategy?
- It’s a Planned Activity.
- ROI and Success Metrics.
- Content Calendars.
First off, what is content marketing?
Content marketing is a marketing strategy that focuses on the creation and distribution of valuable, relevant, and consistent content that actually helps to attract and retain a defined audience. A well-run content marketing strategy is holistic and all-encompassing rather than opportunistic and ad hoc.
Why do you need to embrace a content marketing strategy for your firm – the benefits?
Simply put, better content equals better conversions. There are a couple of reasons for this. First off, we live in a digital world and more and better content across your digital channels generally improves your website SEO and your chances of being found across your digital footprint. Second off, great content improves conversions and gives people the information and reasons they need to call you when they need a lawyer in your practice area.
Third, a content marketing strategy is a planned activity.
It’s not enough just to write more content. You should have a strategy that ensures that your content matches and is consistent with your firm’s brand identity and value proposition, addresses the demographics and geographics of your target customer base, maps to the channels and distribution that you use in your marketing strategy and lastly also is in line with your SEO and keyword strategies.
Fourth, like all of your other marketing activities, you should define a set of KPIs (key performance indicators) to regularly evaluate the effectiveness of your content marketing efforts.
Explore metrics including website traffic, engagement metrics likes, shares, comments, conversion rates, lead generation, customer retention, and ROI.
Lastly, think about adopting a content calendar (also known as an editorial calendar) to help you implement and improve your content marketing strategy.
A content calendar helps you organize your content creation and distribution over time. It typically identifies who is responsible, when it is due, what the message and format of the content is, and what channels the content will be used in. It can be created using an Excel table, Word document, or a 3rd party tool. It can be as simple or expansive as you want to make it, but it must be shared across the firm.
We believe that a strong Content Marketing strategy is one of the foundational activities that will help a law firm drive visitors to its digital channels and ultimately to increase its conversions and customer base.
See you next time on LawBARDs 5 Things.
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