Believe it or not, there was a time when attorneys could not advertise their services on television. Today, TV commercials for law firms are ubiquitous and it is hard to distinguish one firm from another. Breaking away from the legal pack is a challenge but not an impossible one. In fact, content marketing proves itself to be an effective tool for doing just that -- if employed intelligently. Online audiences represent fertile ground for prospecting and finding new clients. Older, established clients are likewise retained through Internet communication. All in all, content marketing serves to build law practices.
What Is Content Marketing and Why Does It Work?
At its core, content marketing is using online media -- blogs, social media posts or videos, e.g. -- to stimulate attention to a business' output, whether goods or services. It need not contain a direct pitch; instead, it solicits interest in a subject of which the content creator has expertise. In so doing, this form of marketing establishes a relationship with prospective customers, opening the door to contact further. Key to content marketing is the establishment of authority. Once this element is demonstrated, trust grows between vendor and prospect.
Building an Authoritative Presence as a Lawyer
Graduating from law school and passing the bar exams gives even new lawyers a leg up in terms of speaking with expertise to the general public. Of course, the law as a disciple is broad and complex so lawyers need to advance themselves as specialists in a particular area: personal injury, property transactions, trial practice or domestic relations, for example, or any other concentration for which a demand exists. Almost any field is subject to content marketing. Attorneys use this tool effectively when they not only create helpful content, but use the optimal means of conveying it.
Social Media
Communicating serious subject matter through Facebook, X or Instagram -- or any other platform -- might come off as self-contradictory but it works. Central to the effort is to condense a legal idea or narrative into a digestible posting. Doing this costs little, casts a wide net, generates leads and lets potential clients know that the attorney possesses knowledge and competence. Important to remember is to create a compelling profile for each social media account. Readers of posts want to know that the content creator is qualified to post on the matter.
Blogging
Many law offices see the profitability of posting blogs on their websites. Even the American Bar Association (ABA), through its annual Legal Technology Survey Report, extols blogging as a means to widen the circle of relationships for, augment the professional reputation of and stimulate interest in a law practice. True, a "web log" requires writing, something most lawyers have their fill of in the course of a day. Yet an attorney well-versed in the subject matter can create a blog without too much time invested. Topics can include a recent Supreme Court decision, typical immigration process glitches or a new ordinance governing local zoning. It is important to focus on the types of clients you are trying to attract. For example, personal injury lawyers should consider writing about car accident studies, local transportation issues, or recent accidents. Blogs are also linkable to social media accounts.
Videos
Like blogs, videos can be posted on the website and social media platforms. For lawyers, videos can take numerous formats. Some feature the testimonials of past clients; others focus on an individual attorney's biography and experience. Still others are question-and-answer sessions with experts. Whatever the script, videos are a non-textual way to appeal to possible clients through sight and sound. The ABA estimates that less than a quarter of firms make videos, so the niche remains unique.
