When it comes to your law firm’s content marketing strategy, how and where you share your content is almost equally as important as what you are sharing with your audience. With countless mediums to choose from – including social media, websites and blogs – the goal is to choose the channels that will be the most successful in reaching your target audience. Rather than flooding the market with your firm’s content on all channels, focusing your efforts on a few specific outlets will ensure that your marketing plan achieves maximum success.
While Facebook, Twitter, Instagram and other social media platforms are used to share political thoughts, sports opinions and family photos, LinkedIn is designed and primarily used for professional networking. This professional atmosphere is ideal for your firm, providing the most effective way to deliver content and connect with your audience. Content such as case studies, industry changes or legal advice that would be out of place and most likely ignored on other social media sites is right at home on LinkedIn. With its longer character limits and option to upload files directly, LinkedIn encourages your firm to share in-depth content that will allow you to establish yourself as an industry thought leader.
As a networking platform, an active presence on LinkedIn will also allow you to connect with other prominent businesses, potentially leading to partnerships or other new business opportunities. Encouraging every member of your firm to publish and curate content on their personal profiles is important as well to create an additional layer of exposure for your brand.
An active blog is a great way for your firm to publish content that will help you stand out in what can be a crowded field. For General Counsel clients, hiring a lawyer is a process that takes time and research. While searching through the wide variety of options available, prospective clients are going to want to hire someone that is deemed an expert in their field. A well-written blog sharing timely news, opinions and industry hot topics will allow your attorneys to showcase the knowledge and expertise that make them the logical choice.
Before you begin a blog you’ll want to complete a content audit to define what content you already have and who your key contributors will be. Once you see what you have, then you can develop a content calendar to see what key topics you’ll want to start engaging your attorneys to write about. Discuss with your team some of the common problems in-house counsel are facing and how your firm’s blog post will help them overcome those issues. Creating valuable, timely content that is updated regularly will be an effective way to generate leads. Most importantly, all of these blog posts need to live on your website in a prominent location that can be easily found by visitors. Each of your blog posts can then be shared on social media or other platforms by everyone from your firm, driving more and more people to your website.
Podcasts have become one of the most popular mediums, and listenership has skyrocketed in recent years. According to a recent study, there are currently more than 750,000 different podcasts with more than 30 million episodes as of June 2019. More than half of the United States population has listened to a podcast, while more than 30 percent have listened monthly in 2019. These numbers can seem overwhelming, but even with a continuously growing library of options to choose from, it’s still possible to gain a consistent following with a new podcast. That same study showed that 80 percent of people listen to an average of seven shows per week, listening to all or most of each episode.
Much like a blog and LinkedIn, a podcast is another avenue for your attorneys to establish themselves as thought leaders. An essential note is that you don’t want to create just another podcast; get niche! Again you’re not creating content just to have content, you’re providing a valuable resource for clients and prospects to glean new information. There are many options when it comes to recording episodes; they can be as short as 10-20 minutes or longer than an hour. You can have one or multiple hosts with weekly or bi-weekly guests covering an array of topics. The most important thing is getting your attorneys in front of a mic to share their knowledge and experience with your target audience.