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Developing a Law Firm Content Marketing Strategy

September 2018

The first stages of putting together a content marketing strategy are always the hardest. This point holds true for any type of business. In this blog post, we will be talking about the unique challenges of content marketing for law firms.

Related: Managing Your Law Firm's Brand

How can your firm or practice use content marketing to stand out from the crowd, score higher search rankings, prompt backlinks and social shares, and establish your business as an industry authority? We have five steps you can follow to get started.

1. Think about your clients: One of the most important things you can do with your content marketing is be deliberate. Businesses that reap the benefits of content marketing are the ones that know what they are doing and, more importantly, why. For any law firm, the “why” is your clients. Your number-one goal should be to provide informative and timely content your clients will find interesting. Such content might include discussions of recent developments or new trends in the legal industry, or it might be “how to” guides and FAQs. Thinking about your clients and what they want or need will help you orient your content strategy.

2. Make a list of potential blog topics: As you think about what your clients might want to read, start making a list of topics. Write down anything that comes into your head. You might not use all the ideas you generate, but jotting down a list without fixating on one topic will get your creative juices flowing and inspire you to start thinking about a voice and strategy for your blog.

3. Identify keywords: You should use content as a vehicle for SEO, not the other way around. Instead of building content around a keyword you want to rank for, think of topics you can write on with knowledge and authority. Once you have a topic list, start brainstorming keywords that make sense to target with each post. Especially for your first posts, you need to focus on quality content and information, and the best way to do that is to think topic first and SEO second.

4. Build an editorial calendar: Your content marketing strategy will be DOA if you can’t keep a regular editorial schedule. One or two posts per week is a good goal to strive for here, but you can do more if you have the bandwidth. Frequent posts give readers a reason to keep checking your site, encourage clients to follow you, and provide you with an easy way to stay active on social networks. An editorial calendar can help you formulate a big picture for your content marketing strategy, from a multi-chapter series to blog posts you can naturally link to one another.

5. Start writing: Once you have an editorial calendar, don’t delay: start producing content! You can write it in-house for yourself or hire a freelancer or company to do it for you. The most important priorities are 1) keeping up with your editorial calendar and 2) maintaining a high level of quality in your content. If you can do these two things, you will start getting readers, links, shares, and SEO boosts. As the saying goes, “If you build it, they will come.”

Do you need help with your content marketing strategy? At Inherent, we are experienced in helping law firms brainstorm topics, identify target keywords, design big-picture editorial calendars, and produce content. Contact us today to learn more about how we can help.