Done right, content marketing can reach people who’ve never heard about your law firm before and are likely to require your legal services. Great content marketing can establish your authority and expertise in the eyes of these prospects. Moreover, targeted content helps attract quality traffic to your website. Higher-quality traffic and leads are more likely to become clients. Thus, a strong content marketing strategy is critical in getting noticed online, boosting your number of leads, and increasing conversions.

Keep reading to learn nine tips for winning new clients with your content marketing:

1. Know Your Audience

The primary goal of content marketing is to reach your target market. Before developing a content market strategy, you must identify the ideal audience. Identifying your audience enables you to produce content they actually care about and are interested in consuming.

The best way to determine your audience is to create a buyer persona. This is where you research the demographics of your market. For example, you can gather information about

♦where to get potential clients online

♦what they do for a living,

♦their marital status,

♦their socioeconomic background, and

♦the kinds of questions they have.

It’s equally important to know your prospects’ existing pain points and how your firm is uniquely positioned to solve them.

2. Develop Your Content Strategy

You want a content strategy that clearly outlines your digital marketing objectives. A good starting point for your content marketing is to document content types and a posting schedule. Your content strategy should also include a promotion plan and metrics for measuring results. That way, you’ll know whether your content marketing works and provides value for your law firm. Remember, the key to an effective content marketing strategy is to set goals that result in meaningful outcomes for your firm.

3. Conduct Keyword Research

Keyword research gives you insights into the most popular searches in your specialty area. For instance, say one of your firm’s practice areas is bankruptcy. Keyword research will tell you the exact terms prospects use to search for bankruptcy attorneys like yours on search engines. This data allows you to optimize your blog articles, web pages, and other content assets with relevant keywords. This increases the chances of your law firm appearing in the search results of prospects looking for bankruptcy legal services.

4. Repurpose Old Content

Your previously published content doesn’t have to be archived. It’ll still be relevant and help drive more website traffic. Reusing it in another format is a brilliant way of breathing new life into it to reach new audiences and extend what’s working. For example, you can create a short video, infographic, or frequently asked questions from an old blog post. By doing so, your old, quality content can reach a new audience, one that prefers watching videos instead of reading.

Further, a lot of resources and time go into generating content. In other words, not all content published will reach your entire target market. The reason might be the channel used. Refreshing your content across various marketing channels can expand your legal industry audience base and boost brand awareness.

5. Write Guest Posts

Writing guest posts on various trusted sites builds authority and credibility in your practice area. At the same time, it increases the number of quality backlinks to your website. For SEO, this can improve your rankings. High-quality backlinks show Google that other credible sites view you as a trusted source of information. And with better rankings, potential clients are more likely to find you.

Sharing your expertise on other reputable websites is also one of the best ways of putting your law firm in front of new prospects. By writing engaging and helpful posts, you’ll establish trust with readers from other websites and encourage them to visit your site. That means increased opportunities for your law firm to get new clients who require your legal services, including from referral sources.

6. Ensure Your Digital Content Is Accessible

To attract as many high-converting leads as possible, you must make your online content accessible to everyone in your audience. The good news is that you can easily implement accessibility. But first, you must understand the issues that make it impossible or difficult for specific people to access your website. From there, you can take the necessary steps to ensure your site is welcoming. For example, your text should stand out against the background to cater to people with color vision deficiency. This is key, particularly if your firm handles ADA website accessibility claims.

7. Come Up with Impressive Email Newsletter Ideas

Email newsletters often end up in the spam folders or buried deep in your readers’ inboxes. But with the help of creative ideas, your newsletters can capture readers’ attention, enhance brand awareness, and bring more traffic to your site. Some practical measures that can impress readers include:

• Create captivating subject lines. An eye-catching headline will raise the curiosity levels of readers and entice them to open your emails.
• Produce a topic series covering a particular topic, such as auto accidents. Write helpful tips addressing auto accidents over a series of email newsletters.
• Create mobile-friendly newsletters. Most of your prospects prefer opening emails on their mobile devices. Therefore, ensure your newsletters are readable and functional across smartphones and tablets.

8. Use Facebook Organic Marketing

With more than 2 billion Facebook users, a chunk of whom are active, the platform can be a goldmine for your firm. Many users turn to Facebook to research law firms, making it beneficial to have a functioning page on the platform. Not surprisingly, Facebook users are more partial to lawyers and firms they find on social media because of its reputation for transparency.

You can also use Facebook to demonstrate your expertise and establish social proof through engagement. By consistently posting valuable content on your page, you’ll build trust and a strong community on Facebook, putting you top of mind with followers whenever they need legal services.

9. Stay Up-To-Date With Social Media Trends

As a savvy law firm, you can up your content marketing game by staying current and utilizing the latest social trends. For instance, your firm can take advantage of trends like hashtags and memes to appeal to a broader audience on social media.

To help you keep up with what’s trending in social media, set up some Google Alerts. Google Alerts monitors the internet for interesting and up-to-date content relating to whatever keyword you ask it to follow. You can get a daily digest of stories, articles, blog posts, and press releases relating to your keyword(s). It takes seconds to set this up, and it is monumentally worth it.

Bolster Your Content Marketing and Attract New Clients

Are you looking to find new clients for your law firm? Legal Copywriting Central has niche expertise and a unique insight into content marketing best practices for the legal industry. Thus, we can help you increase brand awareness, establish online authority, attract new clients, and grow your practice.

Ready to get started? Contact Legal Copywriting Central today.