No matter how much time your law firm spends writing optimized content, recording videos and podcasts or creating graphics, your efforts are wasted if the content isn’t being seen by your audience. With countless other businesses vying for attention on social media channels, email subscriptions and earned media coverage, how your firm shares and publicizes its content is an integral part of your strategy. Rather than just publishing your content anywhere and everywhere, having a specific plan in place can help your firm generate brand awareness, website traffic and valuable new business leads. Here are some tips on how to build a distribution and promotion plan for your content.
Research Target Audience
Before you can start reaching your target audience with blog posts, social media messages and earned media placements, you must first determine who they are and what they need. Marketers and advertisers alike understand the value of tailoring promotional content for its intended audience. Think of the loud and exciting commercials for popular toys and video games you saw as a child. Chances are those same toys and games were at the top of many Christmas lists that year, because those commercials were created specifically for that audience.
Client research is your firm’s tool for studying the individuals that make up your target audience, the services they want and where they are currently getting those services. Through the use of surveys, direct interviews and social listening, you will gain insight into the needs of your audience and how to reach them. Since the target audience for law firms will include people of all ages, genders and professions, building client personas as part of your client research allows you to create personalized content for anyone and everyone.
One of the most common misconceptions about content marketing is that it requires you to devote significant time to creating a library of new content to share. Of course, a well-published blog or eNewsletter makes a valuable addition to any strategy, but that doesn’t mean all of your efforts should be spent writing tirelessly. In fact, even law firms that have never formally implemented a defined strategy have ample content readily available to be shared with members of their target audience.
A content audit is your firm’s ticket to knowing what you have and how to share it. Whether you realize it or not, just your firm’s website is a gold mine of content that can be utilized in your marketing efforts. Everything from descriptions of your practice areas and past case studies to attorney bios and your firm’s core values are forms of content that can and should be shared with your audience.
Select Distribution Channels
There was a time when the only way for businesses to reach prospective customers with promotional content was through newspaper, magazine and TV advertisements. While those options remain and can still be valuable, the opportunities for your firm to share content are seemingly endless now. Between your website, newsletters and social media accounts as well as earned and paid media opportunities, there’s no shortage of potential distribution channels for your firm to choose.
However, just because you can post content on a variety of different platforms doesn’t mean that you should every time. The goal is to have your content reach those that have a genuine need or desire for your services. Since each channel comes with its own unique audience and communication style, it’s important to have a clear understanding of the different platforms and how they align with your firm’s target audience, brand voice and goals.
Developing key pieces of content such as a webinar, ebook or case study that will elevate your thought leadership is the goal of our SAME 4-step strategic process.Learn more
After you’ve determined the most effective distribution channels for your firm, it’s time to start pushing out content. Content marketing requires organization and consistency to achieve the results you crave, so it’s important to build an editorial calendar to map out your posts on a weekly or monthly basis. That includes any new content that needs to be created, as well as repurposed content from the past.
It’s also important to measure the results of your content marketing efforts to determine what is resonating with your target audience and what is being ignored or overlooked. If your firm is seeing high engagement and traffic from a certain channel, pat yourself on the back and keep up the good work. If you find your content is missing the mark on a channel, it may be time to go back to the drawing board to find a new approach, but don’t get discouraged. Trial and error is a continuous part of the content marketing process.
If you’re interested in learning more about a distribution and promotion plan for your content, let’s connect. Our agency has particular experience in helping law firms and legal marketers create thought leadership platforms fueled by an integrated strategy of earned media and content marketing that increases leads and cases, improves brand recognition and reputation, while also equipping attorneys to sell.