Summary: Content marketing can play a big role in how successful a law firm or attorney is in the industry, which is something they fully understand and take advantage of.
Law firms appear to have a handle on content marketing. They have turned to hiring their own employees or outsourcing to talented content marketers to make sure their featured content is compelling, relevant, and timely.
Law firms Goodwin Procter and Baker & McKenzie are perfect examples of firms that are continually blogging about data privacy, new SEC regulations, intellectual property rights concerns, and other topics trending in the legal industry. They are not the only ones blogging. California Criminal Defense Attorney Grant Bettencourt regularly posts about topics such as DUI records, immigration cases, and more. Philadepelphia injury lawyer Joel J. Kofsky blogs about topics like smartphones, distracted driving, drone privacy issues.
Bettencourt explains his reasoning for being on top of content marketing, “A smart content strategy is an absolute must for reaching new clients. When people have a legal question or are worried about the fallout from an old DUI, immigration case, or felony conviction, they turn to Google for information. This is where content marketing can really prove invaluable. When legal practices publish engaging content that answers these questions, practices can raise their own profile and further establish themselves as a local leader on these hot issues.”
The best ways to keep up a strong content marketing strategy is to keep it simple, especially the language and terms used. As Kofsky says, “The best legal content marketing speaks to an educated audience without drowning in complex legalese that only alienates the reader. For example, personal injury law can be pretty complicated. I don’t try to explain the intricacies of personal injury law in a 350-word blog post: I focus on the one or two concerns most pressing to the audience and build from there.”
Effective content marketing will also be filled with thought leadership and current topics in the news. Law firms could be investing in TV or print ads but they understand that proper content marketing can play a bigger part on their success.
Source: http://www.huffingtonpost.com/brian-hughes/why-legal-firms-are-racin_b_9153896.html
Photo: commexis.com