Content marketing is the most effective way to grow your audience, establish industry credibility, and generate new clients for your law firm.
As you move into 2017, it’s a good idea to reconsider your content marketing strategy. Balancing educational content with information that’s practical provides the greatest return on your marketing investment.
Educational Content Marketing
Educational information and resources are the basis for the practical and real-world application of your services.
Your clients have specific needs. If your content fails to address those needs for the sake of talking only about your law firm, you’ll miss out on the opportunity to grow your practice in the new year.
Educational content must be based on the needs of your clients. Content that educates offers additional value that empowers current and future clients to take the action steps that move them closer to their goals.
Practical Content Marketing
Practical content helps your audience apply the education you’ve provided. If educational content is the “why” of your legal services, practical content can be viewed as the “how”.
By giving your audience simple, easy, and useful practical information, you give them valuable takeaways that leave them feeling as though they’ve gained something by engaging with your law firm.
Your target audience will come to perceive your law firm as a leader in its industry. More importantly, content that’s useful and relevant is more likely to be shared, which increases the reach of your brand.
Practical content marketing helps you sell your legal services by giving users the information that supports their purchasing decisions. Law firms must understand their target audience and offer solutions in ways that resonate with them.
The Benefits of Balancing Educational and Practical Content
Today’s online users must make their way through a seemingly endless stream of information.
By positioning your law firm as a provider of consistent and practical content, you offer an additional service that helps them meet their legal needs.
Your content demonstrates your overarching philosophy. As your target audience becomes familiar with your unique approach, they’ll be more likely to choose your services over your competitors.
The value you deliver through educational and practical content can be delivered in a wide range of formats.
Blog posts, downloadable guides, infographics, videos, webinars, and podcasts are just some of the ways to give your audience the resources they’re looking for.
These serve your lead generation efforts and help you build your client base. You’ll develop the long-term relationships that lead to increases in revenue, engagement, and client loyalty.
Your law firm can reevaluate its existing content marketing strategy for 2017. If you aren’t balancing educational content with practical information, you can take these steps to create a more comprehensive strategy that produces the results you’re looking for.
Let us know if you’re struggling with creating high quality and compelling content that educates your audience and meets their legal needs.
Include your questions in the comments below so that we can help you create a more effective marketing strategy to achieve greater success in 2017.
