According to the Content Marketing Institute, 36% of companies with a documented content strategy indicated that their content marketing is “very effective” or “extremely effective.” Here's, how to build your content marketing strategy for your law firm!
Know your Audience
First of all know your audience. Begin by researching your current client base and identifying the main demographics of your claimants, and then you can build your claimant’s persona. Personas are a fictional representation of your ideal client based on your data from demographics to online behaviour. With these personas in place you can then start to build up a picture of what your potential clients are going to be searching for and therefore plan to build content that meets those demands.
Know your Buying Cycle
You’ve worked out what potential clients are searching for and are beginning to build an idea of what pieces of content would best fit your audience, but now it’s time to work out where those pieces of content will fall across the five stages of your buyers cycle, from a high level awareness blog or video to an in depth case study and claimants testimonials, helping them advance from intent to the decision stage. Here you need to think about the goals of that content but we’ll discuss that in more detail later in this post.
Know your Editorial Calendar
Now you have your claimant’s persona and your buying cycle map, all of which will help you think, plan and create your content, it’s now time to build your editorial calendar so you know where and when you’ll be sharing your posts. Here it’s best to start backwards from your final marketing goals to help guide your plan. Fill in your calendar with specific dates for producing, editing and publishing along with any important dates or external events that will give your content an interesting hook.
Know your Metrics
Finally make sure you know your metrics, though this is last on our list of building your content marketing strategy this component needs to be thought of at every stage. So how do you plan on measuring the performance of each piece of content? You will have your overall goal which will more often than not be to increase leads both in volume and/or quality, but you’ll also need to think of the goals of each piece of content. For example, a promo video may be used across social channels to help raise your firm’s awareness; therefore you may want to measure how many views and length of time it is viewed for or monitor more specific data such as shares, comments and clicks through to your website. On the other hand a piece of freemium content such as an eBook or whitepaper will require close measuring of downloads and lead data gained once the piece is published.
So there you have it, four key steps to help build your content marketing strategy, if you’re interested in learning some more content marketing tips for your legal firm then why not download our eBook? Download it now: 9 Content Marketing Tips For The Legal Sector.