In the digital marketing world, content is king. Content marketing leaders experience up to 7.8 times more traffic than non-leaders. New, innovative, and authoritative content helps with brand recognition, increases engagement, and most of all, improves the conversion rate. Good content assists search engine optimization. Additionally, it can let any potential client know that you are resourceful, you are knowledgeable, and you care.
We have an exceptionally creative and experienced team at Attorney Business Consulting. Writing is our specialty. Attorney Business Consulting creates writing that is engaging, authentic, and reliable. We know what it takes to turn visitors into clients.
The Benefits of Content Marketing
Content marketing is having something of a moment. According to Google Trends, searches around content marketing have grown significantly over the past five years. Want to know why this is? Simple – because content marketing works and is much, much more cost-effective than many other forms of marketing.
Isn’t it time your law firm cashed in on this content marketing goldmine? We think so. The question then becomes just what benefits does law firm website content marketing offer? Well, there are a lot. These include:
- Increasing the visibility of your practice without the need for ad spend
- Beginning to develop an emotional connection with your audiences – this is the first step to creating a memorable brand
- Creating a sense of delight in your audience
- Creating authority, trust, credibility, and loyalty in your law firm – you’re much closer to gaining a new client if you show your audiences you know what you’re talking about
- Positioning yourself and your practice as thought leaders in your specific legal industry niche
- Helping potential clients move through the conversion process quicker than other forms of advertising and marketing – also known as conversion rate optimization
- Generating substantial website traffic
- elps qualify leads – if someone contacts your firm after reading an article on slip and fall injuries, you know what they need
- Offering all of the above at no additional cost
This last point, the lack of additional cost, needs to be explained a bit more. It does not mean you don’t have to pay for law firm website content marketing. Rather, it means you don’t have to pay any advertising fees or give an agency part of your total ad spend. Content marketing is organic. You pay Attorney Business Consulting to create content for you and that’s it. You don’t have to spend one dime more than you want to.
Sold on the benefits of content marketing? Good. Now it’s time to turn our attention to the different types of law firm website content.
Types of Law Firm Website Content
Many people think of written content as the only type of content marketing. This couldn’t be further from the truth. Content is not a one-size-fits-all shop. It’s varied and can take almost any form.
At its most basic, content is just about everything people consume online. This page is content. The Facebook post you made yesterday is content. The cat video your children are watching on YouTube is content. The image your significant other liked on Instagram is content. That e-book you downloaded is content. The list goes on and on.
Worth paying special attention to are the types of content that users create themselves. This is called user generated content (UGC) and is an often-overlooked resource.
Although law firm website content marketing is less expensive than advertising, it does still have a cost. Using UGC, on the other hand, costs you exactly nothing. Now there is usually a noticeable difference in the quality of professional and user generated content. You most likely wouldn’t use something a layperson wrote on one of your service pages.
There are plenty of other uses for UGC, though. You can use Google and Facebook reviews for social proof. You can take social media comments and expand them into a blog post. The possibilities are close to endless.
Another often-overlooked area of content marketing is its explosive potential for brand storytelling. Brand storytelling has become something of a buzzword lately, but if you strip away the flashy marketing-talk, it’s incredibly valuable.
Brand storytelling is how you shape the narrative of and around your law firm. It’s made up of a number of parts, including: your logo, your tagline, your attorneys, your physical location, your website, your social media channels, the content you create, and more.
All of these moving parts should align. They should complement each other and, together, be more than the sum of their parts. Of course, that is what it is in an ideal world. In the real world, you want none of these areas to contradict each other. So, you don’t want to talk about your law firm’s professionalism on your website, only to post pictures of your attorneys doing less than professional acts on their social media profiles.
The result of brand storytelling done correctly is nothing short of a powerful emotional connection with your audience. This connection is at the very heart of your brand. In fact, this connection is your brand for all intents and purposes.
Our Unique Approach to Content Creation
Law firm website content marketing is starting to sound pretty attractive, right? It should be. It’s a proven marketing method with numerous benefits. The only decision you have left is who to pick to produce your content marketing.
This is where Attorney Business Consulting becomes not only a smart choice, but a necessary one. Our team of marketing experts has more than two decades of combined marketing and advertising experience. That’s twenty-plus years of helping law firms of all shapes and sizes, all specialties, and all experience levels.
More importantly than any experience, though, is the impact we’ve had on law firms. We have helped hundreds of businesses increase their bottom line. The next one we help could be you.