A recent study by Kapost says content marketing wins every time when pitted against paid search. Content marketing offers lower up-front costs and deeper long-term benefits.

Everyone is getting in the content marketing game, but they are oversimplifying things. Instead of content that just repeats a problem or issue, law firms need to distribute content that provides meaningful insights and key steps in solving a problem.

In the 2019 State of Digital & Content Marketing Survey (conducted for the legal industry by Greentarget and Zeughauser Group), only 43% of law firms say they have a content strategy, but it’s not documented. We are here to tell you that if you don’t have a DOCUMENTED content strategy, you don’t really have a strategy. To build your leads pipeline and win more business, you must work off a documented strategy that focuses on how you will distribute all that great content that generates real results.

Want leads? Content marketing is not only cheaper than outbound marketing by 62%, it also generates more than THREE times as many leads.

Professional service firms greatly depend on Search Engine Optimization to capture leads. Did you know websites with blog content generated 434% more search-engine-indexed pages than firms with no published content? Wow!

The top methods of content strategy for professional service firms, such as law firms, are email (87%) and educational content (77%). These help nurture relationships, while also building lead pipelines.

It’s all about relevance and value. In the 2019 Greentarget/Zeughauser report, 51% of C-suites say that content that is “not sufficiently relevant” makes it less than excellent, followed by “too salesy” (41%) and “not timely” (39%).

LinkedIn is a key distribution platform for law firms and one that should be effectively integrated in a broader thought leadership strategy. Thirty-one percent of in-house counsel and 59% of C-suite members access LinkedIn at least weekly, according to the 2019 Greentarget/Zeughauser report.

Fifty-five percent of decision makers use thought leadership as an important way to vet organizations they’re working with, according to the 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study. And that thought leadership must be strategically fueled by content marketing that provides relevance, value and unique perspectives to solve challenges. In fact, 69% of decision makers in the study agree thought leadership is one of the best ways to get a sense of the caliber of thinking an organization can deliver.