Content marketing for law firms is creating engaging and relevant content to share online or offline to promote your legal practice’s services.

Lawyers are used to writing in their day-to-day activities, but many are still not confident with writing for content marketing purposes. However, today the most successful lawyers are dominating search engines, social media and legal information platforms with content and establishing themselves as thought leaders in their field.

Your content can be in the form of blogs, long-form whitepapers, videos, podcasts, social media infographics or a mix of these things. Just remember, the key to content marketing for your firm is to ultimately attract and provide value to your prospective clients, whilst retaining your current clients.

With 85% of B2B marketers stating they have seen promising results on their content marketing campaigns (CMI, 2020), content marketing has never been as important as it is in this fast-changing digital landscape.

Here are the results that your firm will see by prioritising content marketing in your marketing strategy.

Increasing your firm’s brand awareness

Content marketing can have a significant impact on your brand’s awareness. The legal sector is a competitive market, with firms competing in the most niche of work areas. By consistently writing and distributing useful content your firm will become front of mind for your prospective and current clients, allowing you to rise above your competition and increase your brand awareness.

Being front of mind and staying ahead with prospective clients gives you the opportunity to potentially convert them from a reader to a client. It is important to not forget about content marketing to your current clients as you want to ensure you are retaining those relationships by providing them with content that they will be open to receiving.

Establish credibility and become a thought leader

Establishing credibility through content marketing will allow you and your firm to position yourselves as thought leaders within the practices and industries in which you hope to compete.

You need to give your prospective clients a reason to choose you or your firm against your competitors and your current clients a reason to continue working with you over competitors.

By writing and publishing insightful content, particularly in highly competitive areas or areas where there is hardly any online material published, allowing you to position yourself or your firm as an expert in the field.

Law firms that are not invested in content marketing are going to have a difficult time establishing credibility and staying ahead of their competitors, many of who are investing in positioning themselves as thought leaders in the industry.

Lead generation and new clients

The key to your law firm’s lead generation success is by gaining interest in your services through content marketing.

Regularly writing and publishing insightful and quality content, attracts readers and creates the opportunity for you to build an audience of qualified leads who can potentially be converted to clients, through continuing to market your law firm’s services.

Improve your online presence through SEO

One of the goals of your content marketing strategy will be to drive traffic to your website and attract new visitors. Writing and regularly publishing quality content on your website and other online channels will help you rank highly in search engine results. The higher in search engines your firm’s website appears, the more interest, increased traffic and enquiries you will get as a result.

Organic search traffic is more effective and less costly so should be your law firm’s focus when it comes to your online content marketing efforts. Although paid search shows you at the top of the search engine results, people can avoid clicking on your website or content as it will show with a “Ad” tag. SEO optimising your content will show your website or content at the top of the search engine results without having to spend additional money.

CMI, 2020 – Content Marketing Institute’s 11th Annual B2B Content Marketing Report