The world of digital marketing is a fast-moving one. So, it can be a bit of a challenge when it comes to staying on top of all the latest trends, what you should be doing for your law firm, how often you should be doing it etc. There’s a lot to do. And we know that as a law firm, dealing with your clients and ensuring they’re satisfied is your number one priority.
That’s why we’ve put together a few handy tips that perhaps no one has told you before about content marketing…
It should form part of your ongoing marketing strategy
Content marketing is cyclical by nature. Ok, so each of your campaigns will obviously come to an end, but a common tactic throughout each of your campaigns should be content marketing. Even if you’re not pushing a particular campaign at the moment for your firm, you should still be making sure your voice is heard within the industry. Through blogging, outreach and guest contributing, make sure your brand is never out of sight. Remember – out of sight, out of mind!
Your content marketing should be persona-targeted
All content, whether it’s a blog post, infographic, video, interactive image, they should all talk to the same persona. If you have more than one persona, that’s great, but you still need to ensure each of your campaigns are specifically targeted to one persona. If the message you’re trying to communicate gets jumbled and you try to kill two birds with one stone and aim it to both personas, your results will be jumbled, too. Your message needs to be crystal clear, speaking directly to one persona at a time, gives your firm the best possible chance to increase the volume of high quality leads you receive.
You need to adopt a patient attitude
There are no ‘quick fixes’ where content marketing is concerned. You’re definitely playing the slightly longer game with content marketing, particularly whilst you’re finding your feet. Balancing the amount of content produced, with content promotion and distribution can become a fine art, but it will get easier the more you trial different formats and approaches to content marketing as a whole. Looking to the competition should also be something you adopt on a regular basis. Don’t copy their tactics, but draw inspiration from them by all means!
Need MORE guidance? Download our eBook: 9 content marketing tips for the legal sector now!