As with any new marketing tactic, content marketing can seem like a daunting challenge; particularly for law firms. What kind of content would you produce? Who would even read it?
In this post, we help you decipher where you should start when thinking about a content marketing strategy.
Know your audience
Firstly, before you begin to brainstorm any creative ideas for your strategy, you need to understand who will actually benefit from your content, what are their challenges and, how can your firm try and offer a solution?
Once you can confidently formulate answers to these questions then you start throwing your ideas around the table! But how do you find the answers?? You need to create a buyer persona. A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data accumulated from your existing customers.
Don’t panic! We’ve created a buyer persona template for you, so you can easily build them from scratch! Download the templates here.
Conduct a content audit
Now you know who your audience is made up of, you can complete a content audit with them in mind. Here you can see which site content you currently have performs well, and what doesn’t perform so well. The audit will help you highlight gaps in your content, maybe you don’t have any content that your buyer persona would find useful or content that would help them with their goals and challenges.
Define your content metrics
If you don’t know how you’re going to measure your content efforts, then you’ll be continuing your campaigns and strategies without real purpose. So you get a few visits to a blog post, what does this actually mean? Where did the user visit after this post? Ultimately, you need to understand how you can get them closer to converting on your site. A conversion could be classed as a legal service enquiry, a newsletter sign-up or a guide download.
Some content metrics you might want to consider measuring include:
- Bounce rate
- Social shares
- Bounce rate
If you need help defining your content metrics, get in touch today to discuss how we can help your business!
Generate your content ideas
You need to figure out what it is, content-wise, that will get your firm noticed. What is it that your audience is more likely to engage with? You need to promote your trustworthiness as a firm and your knowledge and expertise, without coming across like you’re pushing your services through the piece. It’s definitely a balancing act, and finding the right content can be time-consuming. But after fine-tuning your approach and consistently measuring your progress, you’ll be crafting high-performing content marketing campaigns like a pro in no time!
Stuck with content idea generation? We’ve include 3 tools in this guide that will help you out!