Every law firm needs to have a content marketing strategy in place in order to make it easier for potential clients to locate them online. When you consider that at least 61 percent of Internet users turn to search engines to help them research purchases, it becomes easy to understand just how vital it is to have a strong online presence. But this goes far beyond simply have a website and a few social media profiles.

What is content marketing?

Content marketing is the process of generating and posting a wide variety of content types with the intention of attracting consumers to your various online channels. This content can take many forms, including blog posts, white papers, videos and podcasts.

This content needs to offer valuable information that will not only answer at least one common consumer question but will also help position your law firm as an industry leader. For example, if you are an attorney that handles DUI cases, you should publish content that explains what to do as soon as someone receives a DUI.  This is highly useful content that makes you look like the expert.

How does content marketing help increase revenue?

Some law firms are concerned that providing information online for free will make potential clients less likely to hire them. However, the reality is that each piece of content that you publish will make it easier for consumers to find your website.

Additionally, there is no reason to give all your expertise away for free. Instead, offer enough useful information to help people answer some of their initial questions.  You’re not giving them the tools they need to defend themselves in court and it’s perfectly acceptable to remind the reader to contact a professional because every case is unique.

By following this approach, you will benefit from increased search engine optimization (SEO) and visibility, which in turn should boost your revenue. As an added bonus, expert content will make it easier for consumers to trust your law firm.

Read more: an introduction to SEO for law firms

What impact does content marketing have on SEO?

Every company that understands even the most basic principles of Internet marketing strives to continuously improve their SEO because this is one of the best ways to end up with a top keyword ranking on Google.

According to a study that was conducted by QuickSprout, it is necessary to have at least 2,000 words on your website if you want to have the best possible chance of being ranked in the top 10 for each applicable keyword string. This means that law firms that place an emphasis on blogging have a much better opportunity to harness the power search engine results.

It is estimated that 33 percent of the traffic for each keyword goes to the site in the number one position. By comparison, a site ranked at number 10 only captures 2.4 percent of the people who initiate a Google search. This drastic fall-off highlights the necessity of content marketing for law firms, and it also points out how vital it is to keep a close eye on the impact that your efforts have on your search engine rankings.

The inbound marketing approach

The concept of content marketing goes hand in hand with inbound marketing.  Inbound marketing is the practice of using blogs, videos, white pages and more to capture the attention of consumers as opposed to paying for advertisements. And with a strong follow-up system in place, you are well-positioned to convert this website traffic into revenue for your law firm.

Inbound marketing can save companies as much as $20,000 per year on their advertising expenses and deliver a higher percentage of qualified leads.  Even if your law firm does not currently utilize content marketing, you can easily begin changing your website’s search engine ranking by adopting this approach.

Keep in mind that diversifying by offering a mixture of content types is the best way to attract the largest possible audience. In order to get optimal results, you will also want to work with a content marketing calendar that includes regular and high quality posts.

Have more questions about content marketing for law firms?  Leave a comment below and we’ll be sure to respond!

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