Content marketing is a big buzzword but what exactly does it mean and why should you be investing in it? To clear the air around content marketing lets define what it is first, according to the Content Marketing Institute:
“Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and ultimately drive profitable customer actions.”
So that’s what content marketing is in brief, but why exactly should your legal firm be investing in it?
The flip of permission
In the past the only way claimants could get information was by getting on the phone and speaking with a sales rep, but today the role of permission has flipped and it’s you that needs to provide your prospective claimants with the right information at the right time on their journey so that you can have permission to speak to them. The CEB’s Marketing Leadership Council estimates that 60% of the sales cycle is complete before a prospect decides to speak to a sales person.
Content is for people not search engines…
It’s key then that the content you invest in isn’t just for the sake of search engines but that it is created to inform and educate your prospects and help guide them across your full buying cycle, from helping them realise just what the issue is they are facing to how they can solves that issue and how your services could help them do that. Here it’s important that the content engages with your claimants because when a customer is engaged they are willing to spend more time listening and interacting with your firm.
…But don’t forget search engines crave it
Going back now to search engines, though you don’t want to produce content for them, as your content should always be aimed at your buyer personas, it is important you invest in content marketing because search engines, like Google crave it! By investing in high quality content you create a buzz around it through your audience’s interactions, social shares and discussions, this leads search engines to start paying attention to you and rank your content higher on their platforms which in turn makes it even easier for prospective clients to find you in the future.
So that’s why you should be investing in content marketing for your law firm, but if you want to learn how you can get started with your new investment then why not check out our fantastic eBook: 9 Content Marketing Tips For the Legal Sector.