MTVA Spotlight

Six Impactful Content Marketing Ideas for Law Firms

April 18, 2022

It’s a common misconception that legal content is yawn-inducing and boring. But in reality, targeted, well-produced legal content can work wonders in engaging your target audience. While some legal topics can be heavy, it’s certainly possible to spin the information into content your audience would love to consume.

It’s important to adhere to the ethical guidelines of legal content marketing, but that doesn’t mean you can’t get creative with your content. In this guide, I reveal 6 impactful content ideas your law firm can use to attract new clients and make an impact online.

Content Matters for Your Law Firm Marketing

Content marketing is the process of creating, distributing, and managing content with the purpose of driving traffic, increasing brand awareness, and attracting new leads. Content is incredibly important for law firms looking to acquire new clients online.

In fact, 70% of marketers report actively investing in content marketing to grow their business. And while content marketing statistics specific to lawyers are hard to find, this report highlights the trust that marketers place in content overall.

Content tells users what your law firm is about, the services you offer, and the types of clients you serve. It can attract new users to your website, followers on social media, and convert traffic into leads. Without content, lawyers would struggle to get noticed in a competitive market.

Idea #1: Expert Roundup

In the legal field, winning over new clients is all about being knowledgeable and trustworthy. Expert roundups work to provide another level of insight to your audience by pulling in industry professionals to contribute to your content. This is also an opportunity to provide additional perspectives on the topics your audience is most interested in.

To create a roundup post, reach out to other legal professionals in your network and ask for their input on a particular topic. For example, you might ask, “What is the most common mistake you see people make during the divorce process?” or “What should clients do if they are faced with a DUI?”

This allows lawyers to provide their two cents and bolster your own firm’s authority. As a bonus, these professionals may also link back to your article, which can improve your website’s Search Engine Optimization (SEO), and may even share your content across their social channels.

Idea #2: Video Series

Video is another impactful content medium law firms can use to expand their reach online. In fact, studies show that 54% of consumers want to see more video from the businesses they support.

LegalEagle is a great example of a lawyer creating valuable video content. The channel has several series of videos covering a range of legal topics, trends, and tips.

The primary benefit of releasing a gradual series of videos is that users begin to anticipate the release of new videos on a regular basis. This can improve engagement and customer loyalty over time. No need to cover a wide range of topics in a single video!

And if you are intimidated by video, don’t worry! You can record quality videos on any computer with a camera or a smartphone. Free editing software like iMovie allows you to add titles, crop clips, add music, and more. Then, you can embed the video links on your website and in your marketing materials.

Idea #3: Email Sequence

If you aren’t keeping up with your email marketing, you may be missing valuable opportunities to re-engage your audience and drive users to your website.

Launching an email sequence (i.e. a multi-phase email campaign) is a great way to liven up a stagnant email list, generate traffic, and even generate new leads. The key is to release impactful email content over a set period of time.

Here’s how it works:

  1. Log into your existing email management system and create a campaign for your subscriber list.
  2. Map out your email sequence. Choose the topic you want to write about, then gradually release tips or how-to guides in regards to this topic in each email.
  3. Include links to related content on your website and/or a call-to-action to contact you.
  4. Respond to email responses in a timely manner to provide a great subscriber experience.

You can publish an email sequence about nearly any topic. The trick is to get users excited about your upcoming updates, so be sure to keep to your schedule and give them enough to leave them wanting more until the end of your campaign.

Idea #4: “Ask a Lawyer”

The general public has a lot of questions about the legal process and where to turn to for help. By hosting an “Ask a Lawyer” session, you give people the chance to pick your brain (and potentially decide to hire you!).

This is a great content idea for social media because users can ask questions in real-time. Or, you can host a Facebook video session to answer questions during live video. (Bonus points if you download this video and upload it to YoutTube!)

Your “Ask a Lawyer” session can also be a great foundation for future FAQ content. You’ll get some ideas for what your audience wants to know and can turn this into a new blog post, video, or email topic.

Idea #5: FAQ Page

On theme with the previous recommendation, FAQ content allows you to answer the most important questions users have about your service…with the added benefit of driving organic traffic to your website!

Your audience is likely searching for many of these questions in Google search. By creating FAQ pages, you increase your likelihood of ranking organically for these queries. You also show Google you know what you’re talking about, building Expertise, Authority, and Trust (E-A-T) at the same time.

Idea #6: Ebook

Ebooks, PDFs, and other downloadables work well as “lead magnets” for your firm - that is, people can download them in exchange for providing their email address. Then, you can add them to your email list and follow up with them as a potential lead.

Ebooks typically consist of long-form, informative content that users can download as a well-designed PDF. The goal is to offer value users are unlikely to find anywhere else because this will encourage them to subscribe.

Some great ebook topics for law firms include:

  • X Mistakes to Avoid When Y
  • Lessons from a Lawyer: How to Navigate the X Process
  • Hiring a Lawyer? X Things You Should Know
  • Ultimate Checklist: What to Do When Navigating X
  • Legal FAQs: X Questions You Want Answered
  • X Best Legal Resources for Y

Get creative with your ebook topics and think about what your audience may want to know. Then, use design tools like Canva to design your ebook, download it as a PDF, and add it to your website or campaigns.

Creating Impact with Your Legal Content

Impactful legal content is content that helps you achieve your marketing goals. This may mean generating traffic, converting leads, attracting more followers, or all of the above. Content that accomplishes many goals at once is even better and will yield the best results for your marketing efforts.

When creating any piece of content, think about your target audience. What do they want to know? What are they struggling with? How can you help? Your answers to these questions will drive your content marketing strategy and ensure you’re creating the right content for your ideal client base.

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