American Business Magnate Bill Gates must have harnessed the powerful impact of content marketing when he asserted that “Content is King.” In the unlikely chance that you’re new to the concept, Content Marketing is a technique deployed by brands involving the use of written and visual content online to stimulate the interest of target audiences, boost brand awareness, and lead conversion, with the ultimate aim of increasing sales.
Over time, many law firms have adopted content marketing as their focus sales strategy, allowing them to woo target customers in a natural and unintrusive way. When done effectively, content marketing can enhance brand visibility and engagement and attract a community of loyal customers for attorneys and law firms.
In this post, we will explore the benefits of Content Marketing to the attorney and the legal industry as a whole.
How Does Content Marketing Work in the Legal Industry?
Core content marketing requires brand owners to research the popular pain points of their target audience and then deploy compelling and relatable narratives to show their ability to solve these problems. To do this aptly, brands must first recognize the unique intricacies of the industry in which they operate. For instance, the ideal buyer persona of a legal firm will be reasonably distinct from that of a fast food entity.
Additionally, a good understanding of one’s target audience allows for the creation of an effective content funnel, which is the lifeblood of successful content marketing. For clarity, the content funnel is a marketing tool brands use to visualize and plan targeted content to guide and resonate with customers at each stage of the conversion chain.
To shed more light on the concept of content funneling with respect to the legal industry, we will go over the three elements of the funnel, viz: top of the funnel, middle of the funnel, and bottom of the funnel.
Top of the Funnel
The ultimate aim at this portion of the content funnel is to increase brand awareness; therefore, the main focus is on leads. For a legal brand, this may mean crafting informative content that addresses broad pain points and typical questions about a particular legal subject matter.
The assumption at this stage is that leads (potential customers) have problems they do not understand well enough and are even more confused about where to seek solutions. This provides an excellent opportunity for law firms to introduce themselves and propose solution strategies.
At this Awareness Stage, content such as “blog posts,” “video ads,” and “infographics” are likely to grasp the attention of potential leads.
Middle of the Funnel
This portion of your content funnel focuses on prospects, that is, problem-aware individuals already considering your organization as a solution provider. The content crafted at this Consideration Stage should embody specific solutions and proof that your legal services stand out from what other attorneys or law firms are offering.
At this portion of your content funnel, content such as “in-depth guides,” “case studies,” “webinars,” and “product demos” will appeal most to prospects.
Bottom of the Funnel
If a prospect makes it to this point, it means they will most likely convert to customers. Hence, the ultimate aim of the “bottom of the funnel” content is to ensure this conversion occurs.
Furthermore, the content at this Conversion Stage should allow prospects to test products, articulate pricing ranges, and include compelling calls-to-action (CTAs) that show urgency and convince prospects to take immediate action.
“Video demos,” “pricing pages,” and “personalized emails” are most applicable at this stage.
Content funneling is the key to effective content marketing, as brands can grab the attention of their leads, prospects, and eventual buyers, leaving no room for slip-aways at any stage. Once your law firm nails its content funnel anatomy, all other content marketing efforts will begin to yield the expected results.
Benefits of Content Marketing to the Attorney
Hubspot asserts that about 70 percent of companies deploy content marketing strategies to boost sales and build a loyal customer base. The legal industry is no exception to this fact, and in the coming paragraphs, we will articulate five benefits of content marketing to the attorney.
Increased Lead Generation and Conversions
Publishing consistent, high-quality, targeted content on the right channels guarantees higher SERP rankings, boosting organic traffic. The ripple effects of these are numerous; first off, you’ll be increasing your law firm’s brand awareness, visibility, and credibility. This means your brand will likely reach more leads and ensure more conversions (if the content strategy is right).
Higher customer conversion rates result in higher sales, which is the ultimate aim of content marketing.
Retain a Community of Loyal Customers
Another benefit of content marketing, which outbound marketing techniques may not offer, is the retention of loyal patrons and brand advocates.
Content marketing techniques are usually designed to be personal and relatable to the target audience. This relatability increases social engagements, helping brands maintain positive client relationships.
Over time, this increased engagement will be perceived as a commitment to provide only the best legal services for your clientele, thereby building their trust in your expertise and motivating them to return in the future.
Become an Authority in the Legal Industry
Potential leads are more likely to patronize law firms with well-crafted content, such as blog posts and newsletters, as they appear more knowledgeable and credible. Furthermore, putting out valuable content establishes your firm as a thought leader among competitors and peers. Such a reputation could result in more referrals and lead opportunities.
Cost-effective Marketing Strategy
Also, when done consistently, content marketing provides compounding ROI, which offsets the initial costs of publishing the content.
Relieves the Customer Service Team
Many brands use their content platform to answer frequently asked questions to eliminate any redundant routines of the customer service team. Legal firms may also incur fewer costs, as the customer service staff will work fewer hours or spend their freed-up time on more lucrative tasks.
What Channels are Best For Legal Content Marketing?
There are different forms of content marketing, and effective content marketing is achieved by creating the right content at the right time, for the right audience, via the right channels. Below, we will look at some of the different forms of content marketing applicable in the legal industry.
Blogs Content Marketing
Blog posts are an excellent way to sell your law firm's services to potential leads and customers. The length and serial nature of blog posts allow brands to create continuous content that boosts organic traffic at relatively low costs.
To make the most out of your blog posts, ensure your content is optimized for SEO, keep concepts as simple and relatable as possible, and upload only content relevant to your firm's legal services.
Social Media Content Marketing
About five billion people are active users of at least one type of social media. This means that if the right strategies are applied, every business has a shot at finding its target audience.
A unique advantage of using social media as a tool for marketing is that it provides an avenue for increasing market share through exposure to various age demographics. Additionally, posting relatable content that reflects your brand values and identity helps potential leads know what you're about, while returning customers will feel closer to the brand.
There are also social media ads that have changed the social media marketing game immensely. You'll be doing your firm a great disservice if you do not tap into the versatility social media offers.
Videos Content Marketing
Potential leads and customers are most receptive to video content because the human brain is wired to comprehend and retain visual content more than written or spoken media. For context, a video showing how to behave once arrested will be received better than a blog post articulating the same information.
This type of content marketing aims to publish high-quality, informative videos that establish you as a legal expert in the minds of your viewers. Once your firm gains a reputation as a thought leader in the legal space, prospects will feel more comfortable approaching you with their legal issues.
How NextChapter Can Help with Content Marketing
Cutting-edge legal technology brand NextChapter integrates several engagement tools to foster sustainable relationships between clients and attorneys.
The Client Texting feature allows attorneys to communicate with clients in real-time. The texting feature can also be used to share automated reminders with clients.
Additionally, the Modern Attorney Directory incorporates advanced tools for searching and connecting with top-notch attorneys to allow for a seamless legal process. These tools include SMS texting with clients, live chats, and free consultations.
If you're a legal expert needing a functional platform to market your expertise, sign up with NextChapter and gain exposure to a new set of clientele.