Essentially, because prospects don`t reach lawyers in the first two stages, lawyer content marketing is the only reasonable way for you to connect with them during these stages. This is not the time to sell, but the time to be useful while showing your expertise. Be a helpful friend and build trust. Sasha: So you can create content in video or written format, or preferably both, and publish it on your blog and distribute it elsewhere, and we`ll cover that in another article. And for each corresponding publication, you can have a download, right? And once they`ve uploaded something, you know they`ll invariably ask similar or identical questions that you`ve already answered in other posts. And what you can do is you can present this information to them in a very logical order where they receive an email every few days. And they`ll be very, very pleasantly surprised that you`re presenting them with useful information that they might not have thought of or that they`d ask, and that`s it. Like a magic ghost, you emerge with the right content. Sasha:. One. With the right kind of content, right? This will deliver that, you will have to deliver it repeatedly, it can`t be unique content, right? When it comes to one-time content, the likelihood of you being forgotten is astronomically high. So you want to make sure that you continuously stream that content until they`re ready to make that decision, until they get into the decision phase. Natalie: I also think we need to talk about the different stages of the buyer`s journey and where the prospects are, what stage those leads are at, so that your content matches what they`re looking for.
So, if it`s just a question, for example: “How do I get my DUI ticket repaired?”. So it would be a phase, as opposed to another, where someone has already had an accident and is trying to find another type of information. In addition to focusing on internal links in copying your website to the page, writing legal blogs can include links to relevant pages on your website: you don`t always need to link to your homepage, remember. Content marketing for law firms is the creation and distribution of various types of useful content (using SEO copywriting) for the purpose of marketing your law firm. Content creation can take many forms, such as creating a blog post, video, etc. Providing valuable content is an absolute must today. All your competitors do it and if you don`t, you don`t stand a chance. Blog posts with the content cluster policy contain more specific keywords and phrases related to the pillar page.
They provide additional information directly from the source and set the stage for strong calls to action. The goal is to create a comprehensive resource with multiple keywords and phrases on a topic you want to rank for. Simply put, your blog and website become a full-service portal with information without users returning to a search engine. For example, if your company specializes in elder abuse cases, you should rank for related research. To do this, you need a pillar page and links to groups of content on your website and blog. These subpages or content groups could cover the history of elder abuse in the United States, the process of a lawsuit for elder abuse, as well as key statistics and relevant resources. YMYL (Your Money or Your Life) and EAT (Expertise, Authority and Trust) are relatively new search guidelines used by Google to determine the trustworthiness of content on a law firm`s website. If you have their contact information, you can communicate with them in the future and offer useful content marketing resources for lawyers who interact with them regularly until they are ready to contact you. This can be automated (ask us how.) While it`s not an exact science, content that balances comprehensiveness and simplicity and adhering to SEO best practices will score higher. And this leads to better SEO. Sasha: So where do you start? Do what we do. We don`t just preach this, we do that, don`t we? We therefore make video productions that we transform into written content that we share on our blog and social media.
And then we look for platforms that are interested in this type of content and write short articles for these platforms. And then we will link to our blog posts from these platforms so that Google sees that we are reputable because there are many sources that link them to us. It`s simple: the more your firm optimizes its content with keywords and phrases identified with optimization tools, the more search engines will be your friends. Covering topics that interest your potential and loyal customers helps rank and contributes to brand awareness and leadership. The goal is for your business to become the go-to point for potential customers looking for information and services you specialize in – the services they need. Of course, legal content marketing falls under this banner. As a search engine, Google wants to provide the best content for each query and know it can trust the results, and that`s where EAT for lawyers comes in. You should know by now that all content on your law firm`s website should be mobile-friendly. Planning when and where to publish your content is the next step. It`s important to post regularly and through the channels your audience visits frequently. Editorial calendars are a way to organize and schedule your company`s content to ensure that you deliver content regularly and in a targeted manner.
Search engines take into account the relevance and timeliness of content, so it`s important to plan when and what you publish. Valuable content for law firms can take many forms. A common section is an FAQ section that is placed on a specific page of your website. This section may contain questions and answers to customer inquiries that you hear most often. If you`re able to write answers concisely, you can even display them in a featured Google snippet (high in SERPs). We can create or revise your content to ensure it`s simple (your customers don`t understand your terminology), targeted (this can only be guaranteed by our in-depth buyer persona modeling), and written to generate additional interest in your services without jumping straight to a sales pitch. Everything you produce, what people read, hear or see, is part of your content marketing. Popular formats include: Knowing what your audience wants and needs to know is an integral part of any content marketing strategy.
