Blog / Know your customer - why you should create tailored content

25 May 2017

In our last post, we talked about the importance of good content in terms of improving your search engine rankings. Now let's discuss good content in terms of what makes it 'good'.

Creating unique, high-quality, educational content should be the number one task on your list if you want your content marketing programme to succeed. Just producing original content and posting it online is not sufficient. As an attorney or law firm, you must generate content that is tailored to your specific target audience.

If you look online at your competition, you may notice that many of them produce content that is rather vanilla, such as how to know whether you have a case and how to select the right attorney. Generic information such as this could be posted on any practice website in any location, regardless of practice area.

The real challenge to creating valuable content is anticipating what your ideal user is looking for. The aim is to create keyword-rich content that delivers succinct, accurate and easy-to-digest information which gives potential clients exactly what they need. The more relevant the content, the longer users will stay on your site and the more time you get to credential your practice as knowledgeable and trustworthy.

Attorney, know thy client

Before putting pen to paper (or fingertips to keyboard), take time to consider your target clients. Who exactly are they? You need to move beyond "They are organisations that need legal assistance in this practice area". Make a list of attributes.

First, start with demographics:

    • What kinds of businesses require your legal services?

    • What size of business to you cater to? What is the revenue range? What is the employee size?

    • What industry or industries do they operate in?

    • What is their geographic location?

    • What is the job function of the decision maker who determines whether to hire you?

    • What about the person who feels the pain that triggers the decision to hire an attorney?

    • Who at the client firm conducts the research to find that attorney?

Next, consider the reasons why they would come to you:

Which specific areas of expertise will they want to know about?

    • What kinds of legal questions will they want answered?

    • What will they know, if anything, about the type of law you practise?

    • What are their business challenges?

    • What trends in their industry are likely to affect them, especially as these pertain to the law?

The answers you provide will give insight into the companies and individuals at which to target your content. Highly targeted content not only attracts your ideal client, but also deters untargeted web traffic that could harm your bounce rate and negatively affect search engine optimisation. By precisely identifying your target client, you can begin to create useful content addressing the questions that potential profitable clients are likely to search for.