Content marketing, or marketing that strategically uses various forms of online content to attract and convert new customers, is boosting the bottom lines of law firms across the country. As the old adage goes: content is king, and this is certainly true for today’s savvy law firms. The benefits of content marketing for lawyers are undeniable. This modern approach to marketing is quickly replacing the tried-and-true techniques most law firms have relied upon in the past. This is because an increasing number of people are making purchasing decisions based upon the information they find online—including information they find about local law firms. To close this gap, content marketing is quickly becoming a solution. Continue reading to learn more about content marketing strategies for lawyers and how NetLZ Consulting, a top digital marketing firm, can further close the gap between traditional marketing and modern marketing approaches.
What is Content Marketing? Today, many law firms are experiencing lagging results from their traditional marketing efforts. In the past, law firms have relied on newspaper advertisements, television commercials and even costly billboards to spread the word about their businesses. While these marketing channels are all comprised of content, customers are no longer responding to them like they used to. This is because the times are changing and the internet is evolving as the presentation channel of choice. Through the strategic use of internet technologies, content marketing is providing a way for lawyers to maintain a solid online presence and display their expertise through written words.
Even More Benefits of Content Marketing
Content marketing can include any of the following: keyword enriched blog posts, expertly designed websites, engaging social media posts, and visuals such as explainer videos or infographics. Good content marketing also includes Search Engine Optimization (SEO) or the strategic use of keywords within online content to boost a brand’s visibility in internet search queries. Any combination of these forms of content can enhance the law firm’s brand and online presence. Here are few additional areas where content marketing can improve a law firm’s successes:
Good Content Generates Qualified Leads
Content marketing helps to generate qualified leads or potential customers who are actively searching for law firms in their local service areas. Whether these leads are driven through website traffic or social media platforms, the numbers are real. Online content is important because it is delivered in digital formats that customers can access from any device with an internet connection.
Law firms are viewed as valuable sources of information when they provide content that is accurate, timely and that provides a solution to common legal problems. The right mix of content marketing tactics can help to establish the law firm as an authority in the field. Through precisely crafted content, prospective clients will come to trust the law firm and the advice the firm is providing. Lawyers who share content such as helpful how-to blogs, insider tips, monthly newsletters and even videos that answer customer questions are positioning themselves as thought leaders. This is what makes content marketing for lawyers so unique—it helps lawyers quickly build credibility and authority.
Promotes Professional Brand
Content marketing helps to establish and promote the law firm’s brand. It also helps to build the firm’s online image. Carefully crafted content can enhance the law firm’s brand and leave a positive impression in the minds of prospective clients. When these clients think of the firm, they will instantly remember all the helpful content that the company shared and how valuable this information was for their legal concerns. A top digital marketing firm for lawyers can provide excellent advice on how to craft the best messages for brand visibility today.
When compared to traditional marketing channels, content marketing delivers important messages to the lawyer’s core audience at a fraction of the cost. Affordable alternative, the results of proper content marketing are huge.
Content marketing for law firms helps to position the firm as a professional service that customers can trust. With so many rewarding outcomes, there is no wonder why top law firms are increasingly relying on content marketing to quickly generate leads, convert prospects and establish a loyal customer base. NetLZ Consulting, a top content marketing company, understands the intricacies of content marketing. For additional insights and advice on content marketing strategies, contact NetLZ Consulting today.