Writing content can be hard work. You come up with topics, sub topics, research, write, amend and then jump through many sign off hoops before you can get even a single piece of content out.
But it is a necessity in today’s marketing world, particularly within the legal profession.
Writing good content is not only important to showcase what your legal practice does. It provides solid legal information, obtains trust from your readers (who could be potential clients) as well as increasing traffic to your website by making your site more attractive to search engines.
Here at Jask, we have a wealth of experience in helping legal companies achieve their marketing goals. Let’s look at ways in which you can improve your content:
- Know your audience – You will want to speak in a different tone and with different language depending on who you are targeting your content at. Use language and terminology that your audience will understand. Legal jargon can alienate readers if they are not aware of the terms used so simplifying it can be a good way to get your readers on side from the start. If you are aiming your content at likeminded professionals, your language may need to be more detailed and befitting of industry peers.
- Make the copy engaging – As we mention above, you want your readers to be able to read your copy without making it difficult to comprehend. Consider your sentence structure and check your grammar, spelling and punctuation as well. Nothing can be more damaging than typos or grammar errors. When you’re going to be handling cases that potentially have a lot at stake, your client wants to be confident and trust in your ability.
- Images – Whether you are producing a press release, an email marketing campaign or simply updating a section on your website, using appropriate images can help support your message and make it more digestible. Stock imagery is a great way to add value to your content and there are a plethora of images available to choose from. If budgets allow, using bespoke imagery can set you apart from your competitors in providing unique visuals which are pertinent and more relevant to the business.
- Call to Action – Once people are reading your articles, you need to consider what you would like them to do next. Signposting the reader to a contact page or an area where they can gain further information about your services makes it easier and more comfortable to the reader to progress to the next step on their journey.The worst scenarios are when your reader has finished your article, needs to find out more about the topic, but isn’t given direction to doing so. It causes frustration and they will end up Googling the answer, which can lead them to a competitor.
- Consider your options – There are a multitude of options of how to keep readers ‘locked in’ to your company’s content whilst making their user journey simple, enjoyable and enlightening. Utilise hyperlinks and ensure your website is clear and easy to navigate.
Now that our content is engaging, informative and relevant, the next step is how to promote it! Here are some ideas:
- Social Media – Once you create good content, you want to make it easy for readers to find it. Using the appropriate social media channels at the right time can help you reach a wider or more selective group of customers. If you are in corporate law for instance, Twitter Lists for example, can be used to curate likeminded professionals or companies who you want to engage with and tweet specific corporate articles to. Or consider paid LinkedIn advertising to put your content in front of professionals you want to influence.
- Social Bookmarking – Utilise social bookmarking sites such as Digg, Reddit and StumbleUpon, etc. These are sites where users have signed up to have relevant information pushed out to them. Promoting your content via these channels helps get your content noticed by a wider audience and increases your social signals.
- Direct Outreach – Look for relevant web bloggers and approach them about publishing your articles on their blogs. This will help push your content further and could obtain valuable links back to your site which will benefit your SEO performance.
- E-shots – Producing a monthly e-newsletter can be an effective way of getting news and relevant information to your audience. An example could be providing an overview of the content you’ve written with links to your website for the full blog.
- PR – Perhaps you’ve just hired a new member to your team with specific expertise that will set you apart from the competition or your office has expanded to new premises, your customers will want to know! As you are selling a service which depends on human interaction, it is these human stories which tend to get good coverage and engagement.
- Print – Not all content will be online or digital. Print can still be an effective way to reach your audience. With people now receiving less mail, interesting Direct Mailers or newsletters can be a great way to further engage your audience.
Click here to find out more about our legal marketing services and how we can help you promote your practice.