Over the last few years, I’ve become a real advocate for content marketing. I’ve seen for myself how effective it can be when done right. I’ve seen the results, both on my own behalf and on behalf of other brands. And along the way, I’ve noticed that content marketing fits particularly well with certain industries and professions—the legal profession being foremost among them.
Answers and Solutions
Does this surprise you? If so, I will be so bold as to say that maybe you’re not clear on what content marketing really is, or what it’s supposed to do. Here’s a simple way to think about it. Customers and consumers have questions. They have problems. They use search engines and social media sites to track down answers. Content marketing is all about providing those answers, and positioning your brand as a potential solution.
So think about it this way. Someone has run into a legal problem, and needs some legal terminology or processes clearly explained in layman’s terms. That person stumbles across your law firm’s blog, and immediately finds the desired information. You’ve accomplished several things here. You’ve developed name recognition with a potential client who, until today, may not have known you even existed. You’ve established your authority and expertise, simply by displaying your knowledge. And you’ve created an important association, linking your firm with answers and solutions.
Small Conversions Along the Way
Ultimately, you might say that content marketing is about making small conversions along the way—and that’s what makes it such a good fit for attorneys and their firms. Lawyers need to build trust over time. They need to think in terms of long-term relationships and the lifelong value of the customer—not just quick sales.
Content marketing helps with that process. It starts when a potential client finds your content—your blog post, for instance—on Google. You provide an answer to the question, which immediately engenders some trust. Maybe the client doesn’t hire you right away, but he or she very well might bookmark your site, like your Facebook page, sign up for your e-mail newsletter, or at the very least remember the name of your firm when future legal needs arise.
Those are the micro transactions that lead to strong, lasting relationships—the kind that legal firms thrive on. If you’re not using content marketing for your legal practice, I urge you to check into ACES’ content marketing courses today.