Today’s highly accessible digital landscape has offered various opportunities for businesses in all industries to connect with their target audience. With many cost-effective solutions like search engine optimization (SEO) and social media marketing, even non-tech fields like law firms can reach and convert potential clients.
Sadly, such an advantage can be a disadvantage for many. With various practices available to everyone, some legal experts struggle to compete as other law firms outperform them.
If you want your law firm to stand out online, you must establish your authority in the field. One of the many ways to do that is through quality content.
Read below to learn more about the best content marketing practices your law firm must apply.
Cater to Your Target Audience’s Search Intent
Search intent refers to the underlying motive or purpose behind an online user’s search query. It’s what drives online users to go online and look for information that answers their questions.
Understanding your target audience’s search intent is critical to generating valuable content that directly fits their online queries. Knowing the questions they have allows you to create content that answers them, enabling you to showcase your expertise and further build authority.
You can discover your target audience’s search intent in different ways. The first is to use your field’s relevant keywords to gauge the types of search queries potential clients use. For instance, if you are a firm of family lawyers, you can use location-specific keywords like “family lawyer Vaughan” or “family lawyer Vaughan” to target potential clients in the area looking for that particular expertise.
Another helpful way is to monitor social media platforms, forums, and online communities where potential clients interact. Look for frequently asked questions, problems they often discuss, and their language in these spaces. Through social listening, you can understand your target audience’s pain points, motivations, and goals, enabling you to create content that addresses their specific issues.
Publish Relevant and Newsworthy Content
Being a trusted source of information is vital to having a credible online presence. To do that, you must publish relevant content that balances newsworthy reports from authoritative sources and your own analysis.
The latter is vital to becoming an authority yourself. You want to set your content apart. You must offer unique insights, perspectives, or analyses on your topic to do that. Utilize your field knowledge to showcase your expertise and provide relevant information to potential clients.
The key here is to stay updated with current events in your field. You must keep a close eye on industry publications and various online pages of authoritative sources to know the latest legal trends in your area that potential clients must know.
Generate Well-Researched and Original Content
As mentioned above, providing newsworthy information is vital to becoming an authoritative site. However, in doing so, you must utilize up-to-date data so your content will be relevant or valuable to your target audience.
That means confirming whether a piece of information is still newsworthy for today’s audience or an outdated one. You must also fact-check your content to avoid spreading false information, which can be damaging, especially for your field.
Moreover, you must produce original content to become a reliable source of information. As legal experts, you know the repercussions of copying other people’s work. Some do so on purpose, while others accidentally make such a mistake.
Unfortunately, the internet is not so forgiving. That means if you’re unaware that your content is identical to another site’s, the effects on yours could still be severe. Originality is also a vital SEO ranking factor that search engines like Google consider. Copying another site’s content, intentional or otherwise, will damage your search engine rankings, lowering your placement in the search results.
The good news is that various plagiarism tools are available online to help check your content’s plagiarism score. Always aim for zero to ensure originality.
Maximize Client Public Reviews
Besides content, there are other authority signals you can maximize to boost your online credibility. These are user-generated content (UGC), like reviews or testimonials written by clients about your law firm online. UGCs are valuable since there’s no marketing direction involved. That means the comments will come from raw experience.
You can find these UGCs in public social media groups and other online forums. Gather the best you can find and feature it on your website and other online pages. It also helps to request a client review after a case to increase your law firm’s online comments.
Leverage Other Content Forms
Remember that various content forms are available to help boost your law firm’s credibility. Don’t limit yourself to blog posts. You can also use videos, infographics, and even podcasts.
The secret is to repurpose your content. For instance, you can transform your blog post into a podcast episode. Doing this will help conserve your ideas and expand your content calendar.
Elevate Your Law Firm’s Content Game
Investing time and money in various content marketing efforts is vital to building a credible online presence. Leveraging the above mentioned strategies will enable you to attract potential clients and search engine platforms. That means better search engine rankings and more people being served.
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