Content marketing and blogging has never been more essential for organisations. Having a company blog isn’t something you should have, it’s something you need, with business marketers who use blogs receiving 67% more leads than those not following suit. Despite not being one of the first sectors to embrace this, law firms that invest in blogging are provided with another portal to interact with potential clients, along with the ability to stand out in a competitive market.
Here, in our own blog post, we will discuss the benefits of content marketing and blogging for a law firm, and how you can enrich your posts to stand out from the crowd. A company blog has the potential to become a pivotal part of your firm’s online offering, but only if implemented correctly. Below are three ways law firms can enhance their content marketing and presence online.
It’s becoming a growing rarity to visit a company’s website and not find a blog. People surfing the web will often be drawn to a company’s blog over other sections of the website, with it now rated as the fifth most trusted source for accurate online information. But what should a law firm be writing about? To begin with, don’t think about what you should be writing, but instead what people want to be reading. Put yourself in the reader’s shoes and think about what they want to see and what will get the most clicks.
Naturally, your posts will be centred around legal knowledge and information, however it also has to be content that can both engage and inform the reader. As with any form of marketing, you need to know your audience and understand why they’re visiting your blog in the first place.
Many companies have been guilty of producing content of primarily internal focus, talking about themselves, as opposed to focusing on the needs and issues facing their clients. It’s understandable that you’ll want to promote your firm and services, however the best way to achieve this is to simply provide the most rich and rewarding content for the reader. This in turn will lead to them exploring more of your website and service offering.
Combine quality and quantity
Converting readers into leads and producing high quality content - these are the two biggest goals for most company blogs and it can often be a challenge to achieve both simultaneously. Quality over quantity is something we often hear, and though accurate, it’s important not to overlook the importance of quantity. The quantity and consistency of your blog posts requires a fine balance. You don’t want to flood your page with too many posts, but you also need a consistent flow of articles, with blogs that post daily reportedly receiving five times more traffic than those that post weekly or even more sporadicly. Decide how often you’re going to post - such as every day or every Monday, Wednesday and Friday - and stick to that schedule. Consistency is key.
With every post, you’re building upon your voice and reputation. Along with creating well written and engaging reads, you need to make sure your articles are informative and reputable. The quality of a company’s blog can have quite the reflection on the organisation itself. If you read a post by a law firm that was poorly written, inaccurate and dull, would you really be that eager to employ their services? Create content that represents your firm, and remember not to get too technical or rundown in jargon. You have to assume that the public’s knowledge of the legal sector is only as good as someone who has not studied the area in depth, so make sure you are clear and easy to understand.
Find your voice and collaborate with colleagues
Most organisations have rules by which employees must abide, including a writing style. However, blogging, more than any other medium, allows you to find and use your personal voice and add personality to what could otherwise be considered a dry or dull topic. Don't be afraid to add a touch of humour where appropriate, or even an amusing image or link. Content marketing generally falls to the marketing and business development teams, but the value of expert insights should not be underestimated. Lawyers are, of course, very busy people, and time is money, but if you can find the time to sit down with a practice area expert to inspire and drive your content, you'll naturally find an authoritative voice that may have been missing before.
Few sectors are as broad and diverse as law, and with that comes both advantages and disadvantages for running a blog. You’re provided with an endless list of topics to write about, yet each subject has many intricate details that need to be accurate and comprehensible. Collaborating with other people within the firm is a great way to produce insightful copy and gain expertise analysis in complex topics. If a lawyer is seeing multiple clients all coming forward with similar cases, they may feel this is a subject the firm should be discussing on the blog. You should allow and encourage colleagues to contribute their own posts or ideas. Even if their content has to be edited to remain consistent with previous copy.
Creating and running a company blog isn’t something that can be done on the side or with a lacklustre approach. It is just another public representation of your business and therefore requires time and effort, building it up into something worth reading on a regular basis. If executed correctly however, firms have the opportunity to draw in more people to both the blog and company itself, resulting in satisfied readers and more conversions.