How Your Law Firm Can Use SEO and Content Marketing

If digital marketing forms the body of your law firm’s lead generation strategy, content marketing and search engine optimization (SEO) are the legs that hold it up. When developing a digital marketing strategy, content marketing and SEO are two of the most effective tools for your firm to generate new client leads. Much like the ingredients of a delicious recipe, these components work hand-in-hand. Using one without the other will greatly diminish the potential reach for your law firm, while ignoring both, quite frankly, will leave you in the dust of your competitors. Before you can begin weaving these tools into your digital marketing plans, you must first understand what they are and how they can work for you. 

What is SEO?

SEO, or search engine optimization, delivers natural, free website traffic from search engines such as Google, Bing and Yahoo. As we all know, when someone enters a word or phrase into a search engine, thousands of results instantly appear. These results are not random. Rather, they are strategically ranked based on their relevance to keywords listed in the search content by the person performing the search and the value other readers place on that content as measured by the time they spend on the page consuming it.

The goal of SEO is to place your law firm at or near the top of the results page in Google or another search engine. Search engine users tend to visit the first few results listed so if your firm is hovering at the bottom or after the first page, chances are you won’t be seeing much traffic to your website. Applying specific keywords and phrases within your content, focused on the search habits and interests of your target audience, can lead to higher search engine ranking. This is where a strategic content marketing plan comes into play. 

What is Content Marketing?

As defined by the Content Marketing Institute, content marketing is “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”

Churning out content can play a role in this practice, but it takes more planning and strategy than that to succeed. The key is developing a strategy that identifies your goals and how you intend to accomplish them. Your time is valuable and a content marketing plan will only achieve success when it involves creating intentional, results-driven content. If your firm has never utilized content marketing, it can seem like a daunting task. However, the best way to make progress and show results for your attorneys is by keeping it simple and defining a roadmap that will help you stay on track with your goals. 

How SEO and Content Marketing Work Together.

SEO and content marketing show the greatest results when they are combined. At its core, marketing is the promotion of your firm’s services to your target audience. That can still work on its own, but the application of keywords and phrases that mirror a typical client search will take your marketing from mere promotion to to serving as a well-respected resource for prospective clients. This is where you’ll need to do a little research. Think about the questions your current clients are asking and how you can craft well-written content that answers those questions for them. Phrasing is key as well, so be sure to leverage resources that can show what people are actually searching for when seeking a law firm or related legal advice.

With consistency and time, this practice will allow your firm to position itself as a thought leader in your industry. You’re answering the questions that interested parties are asking, and therefore becoming the resource during their time of need in the process. Your SEO research will provide the basis for your content, while the actual production will generate interest in your firm among your target audience. 

SAME process. Unique results.

Content marketing efforts are wasted by your firm if you aren’t reaching and engaging with your target audience. Learn more about our SAME 4-step strategic process where we develop a unique strategy for your firm to gain real results.

Click Here

Getting Started with SEO and Content Marketing.

Now that we’ve established a plan for your SEO and content marketing, it’s time to begin weaving those strategies into your current marketing efforts. Relevant keywords are your main focus. The keywords you researched during your initial SEO background work should be included in all content you produce. However, this is also a delicate process. You want to include enough keywords that you rank higher in search engine results, but you also want your content to flow naturally rather than feel forced. Search engines can actually penalize forced and unnatural content with lower rankings.

To get started, it’s important to audit all your existing content. That includes every blog, social media post, video or other content to make sure it aligns with your strategic plan. Quality and consistency are crucial, and much like the use of keywords, they require balance. The goal is to create content that is refreshing and creative, while providing answers to match some of your clients’ most commonly asked questions. Now is a good time to note that any and all content you produce should live on your website and be shared on all social media portals. Driving all traffic to one central location is vital, because it will ultimately generate more potential leads for your firm. 

Producing Effective Content Marketing with SEO.

Now that you understand better what content marketing and SEO can do for your law firm, it is essential that they become part of your strategy across all channels. From social media platforms such as Facebook and LinkedIn to other channels like a blog or a podcast, content marketing and SEO practices can and should be utilized everywhere, all working toward the same goal of reaching and engaging with your target audience.

Armed with the knowledge of what these elements are and how they work, your law firm will be well on its way to producing thoughtful, engaging content that fills a need for your audience. So, what are you waiting for? There’s no better time to get started on your law firm’s new SEO and content marketing plan than the beginning of a new year. 

 

Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. Learn more about how we can help your firm attract new clients and grow revenue with this SAME process here

SAME process. UNIQUE results.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

Find out how.

Close

Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.

Close

Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.