Whether you are a small or a large law firm, you need to produce content to support your online presence. The legal industry is one of the most competitive markets, and if you aren’t seen as an authority online, you could get lost in the crowds.
But figuring out where to start and what marketing efforts to invest your time and money in can be difficult. Here are some tips on how your law firm can create a content marketing schedule that actually works.
Determine your content marketing strategy
First, you need to start by determining what the goals of your law firm are. What do you hope to accomplish by producing new content? Of course, you want to generate leads to your website, but your focus is on social media content, guest posts, building your website landing pages, your practice area pages, or are you interested in blogging to keep your website up to date and up to date?
You also need to think about how you are going to produce this content. You are a lawyer, not a content marketer. Do you have someone on the team who will write your content? Or are you going to hire a ghostwriter to manage the content for your law firm?
Using this information, you can then develop your content marketing strategy and put together the materials and tools you’ll need to write effective and compelling marketing content for law firms. It is recommended that you post content at least every two weeks, although every week is best.
Decide how far in advance to create your content calendar
Once you’ve started working on your content marketing strategy, you need to start figuring out how well you want to build your content schedule. If you want to be as efficient as possible, consider building at least two to three months of materials. This way, you are able to get the content writer from your law firm in advance.
It’s also much easier to do keyword research on the topics that will be most relevant to your law firm to focus on en masse. Quarterly content planning is a great way to keep your content as up-to-date and trending as possible, which will be the best way to drive organic traffic to your website.
For example, if you are a family lawyer, you know that you frequently see an increase in the number of divorce cases that come in early in the new year. When working on your content marketing strategy for the last quarter of the year, you might want to focus your content more on divorce during the holiday season.
Be careful, however, when creating your content calendar too far in advance. You may want to consider keeping a database of the topics you want to cover over the next year. But when strategizing to cover what topics, it’s essential to keep an eye out for trends in your ideal client.
Consider keywords and seasons
When thinking about the types of content you want to produce, whether it’s for your website, a social media post, or some other type of content, it’s important to keep your targeted keywords in mind.
Let’s say you are a personal injury lawyer who focuses much of your practice on traffic accidents. If you don’t yet have blogs on how insurance works, who is responsible for auto crashes in your area, providing resources for crash survivors, and answering other important questions besides crash victims car issues arise over filing an insurance claim or legal action, these are the types of topics you will want to cover. Whatever area of ââlaw you focus on, you need to produce content that your target client will want to read and use. At the same time, this content highlights your experience and knowledge.
You should also take into account seasonal considerations and holidays. Around New Years Eve, that same personal injury lawyer might want to post a blog about the importance of driving safely on New Years Eve and the dangers of drunk driving.
Criminal defense attorneys may also focus on the content of drunk driving around New Years Eve, hoping to target those who have been charged with impaired driving. There are several tools available online that you can use to keep tabs on these trends and determine which ones will be worth your law firm’s content marketing efforts.
Keep your content calendar balanced
One mistake that many law firms make when designing their content marketing strategy is not to balance their content. If you’re an employment lawyer, don’t spend every week blogging about retaliation. You will need to cover a wide variety of information on your platforms. Make sure to weave these topics and content types in intricate ways throughout your content calendar.
You don’t have to blog on a different topic every week. Maybe you have a plan in place to blog about sexual harassment in the workplace one week, and the next week come up with a downloadable how-to guide that targets people who have been wrongly fired.
You may also want to vary your content styles. Not all of the content you produce has to be transactional. Informative content can help you build your law firm’s authority on the web and give your audience the answers they’ve been looking for. They will stay on your web pages longer, which tells Google that your website is giving them the answer to their search query.
In the digital age where everyone is looking online for their legal representatives, you need to set up your content calendar in a way that helps these search engines recognize that your law firm’s content is what users should see when they are. ‘they are looking for a particular topic.
Building a solid content marketing schedule doesn’t have to be difficult. But you need to take the time to figure out what your content goals are, research your market, and prioritize your topics and content types in order to see the results of your law firm’s content marketing campaign.