An effective internet marketing strategy has a number of key components: a user-friendly website, targeted buyer personas and active social media accounts.  But perhaps the most important piece of your strategy is content.

The success of your internet marketing centers on publishing focused and original content that attracts visitors and converts them into leads.  At least 61 percent of Internet users turn to search engines to help them research a purchase.  And on average, consumers use 10.4 sources of information to make a decision.

What is content marketing

Content marketing involves generating and publishing various types of content with the intent of attracting consumers to your various online channels. This content can take many forms, including blog articles, white papers, videos, podcasts, social media posts and more. But no matter what format your content takes, it should be for a clearly defined audience, or what we call buyer personas.

Why does content matter?  Because consistently publishing quality gives search engines a reason to rank your website pages.  A higher ranking means more traffic that can be converted into leads.  But a stale, outdated website doesn’t demonstrate your knowledge or expertise.  Neglecting your website will only result in being pushed further down the rankings.

Content also applies to your social media presence.  Potential clients will almost always check you out on social media.  If they see a neglected Facebook or Twitter account, they will think you’re out of touch with today’s consumers, or perhaps even out of business.

Is content a wise approach for law firms?

Many attorneys are concerned that providing information online will make potential clients less likely to hire them.  There will always be people looking for free advice – that was true even before the internet!  But there are prospects who are serious about finding legal representation, and every piece of content that you publish will make it easier for consumers to find your website.

We’re also not advocating that you give all your expertise away for free.  Offer enough useful information to answer some of their initial questions.  You’re not providing the tools or insight they need to defend themselves in court.  Plus, it’s perfectly acceptable to remind the reader to contact a professional because every case is unique.

Content marketing and inbound marketing

We view a content strategy as a piece of a much larger inbound marketing strategy.  Inbound marketing is the practice of using blogs, videos, white pages and more to capture the attention of consumers rather than paying for advertisements.  Your website is a tool that converts traffic into leads, and additional content is used to nurture leads through the buyer’s journey.

Here’s what the buyer’s journey looks like:



Why so much content?  Because websites that blog receive 55% more traffic than websites that don’t.  And 46% of people read blogs more than once per day (according to a HubSpot study).

Any content and inbound marketing strategy done correctly will take time to plan and execute.  But in the long run it can save companies as much as $20,000 per year on their advertising expenses, and deliver a higher percentage of qualified leads.

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

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