Successful Content Marketing for Legal Professionals

Content marketing is important to building your brand, attracting new clients, growing revenue and making your law firm stand out in a sea of other firms. However, effective content marketing is about more than just churning out blog posts, thought leadership pieces and social media posts. The key is putting a strategy in place to establish how and why you are doing what you are doing. These five tips can help your law firm curate better, more results-driven content. 

Determine Your Audience

Chances are your firm specializes in a particular service, which also brings with it a specialized target audience. One of the first steps to a successful content marketing campaign is establishing who this audience is, along with their needs and desires. This will help you when it comes to actually producing the content. Occasional broad pieces to improve your status as a thought leader in the industry are good (and needed), but the majority of the content that you are producing should be targeted toward your established audience. 

There are many different ways to begin building out your audience and profiling them. Marketing agencies love buyer persona work and putting a face to your prospective client (because they go deep into the mindset of your prospect). But we believe the “jobs-to-be-done” theory of looking at an audience is key to content marketing. This theory looks at what products or services need to be provided to address a specific audience’s challenges, questions and things that keep them up at all hours of the night.

Harvard professor Theodore Levitt was famous for saying, “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” In other words, people buy products or services to solve their problem.

This means we need to ask questions of our audience that get to their challenges:

  • What does our audience worry about?
  • Where do they look for expertise?
  • What challenges do they face in their day-to-day jobs?
  • Who do they report to in their roles?

The Content Marketing Institute recommends taking five key steps to develop an audience (you can read much more about how they view audience building here).

  • Define your target – Detail the total addressable audience. This includes people who are true leads and will buy, those who are networked to future clients, and those who are influencers in the space.
  • Discover the social and contextual aspects of a client’s need – Uncover the jobs to be done. 
  • Decide on your niche – Find your sweet spot.
  • Differentiate your content approach – Sweet spot meets your content tilt.
  • Design the map of success – Document the audience journey.

Prioritize Quality Over Quantity

There is a plethora of legal topics your firm could highlight in your content, but is what you’re creating beneficial and valuable to your audience? How are you providing answers to their most asked questions? While you certainly want to create consistent content to establish thought leadership, if your content doesn’t offer real value to your audience, you’ll never capture their attention. 

Rather than focusing on how often you’re posting or sharing content, focus on what it is that clients need to answer or have a better understanding of and how can you be their go-to resource. One or two thoughtful, engaging, targeted pieces in a week will be much more effective for your firm than daily posts hastily arranged. 

Keep It Simple

Although General Counsel clients will most likely understand complex subjects and legal terms, their C-Suite peers may not. Don’t forget that law firms are often talking to decision makers other than their in-house counsel. Keep the legal jargon to a minimum within the content you produce. If prospective clients can’t understand what it is you’re sharing, they will instantly lose interest.

Whether it’s a blog post, copy for social media or a podcast interview, write or speak as if you are communicating with a friend from a completely different industry. Try to use stories or examples to make the subject more relatable to those who may not have the legal background you or their in-house counsel do. 

Build Your Legal Content Marketing Plan

Is your legal content marketing strategy capturing leads for your law firm? Download our free eBook for insights on how to develop the right strategy to gain real results.

Download Now

Incorporate Video

Attorneys are typically strong writers, and often the written word is their go-to means to describe an issue or legal update. But as a legal marketer, you should be encouraging your lawyers to consider more video – a versatile and engaging format that can be an extremely useful tool in attracting potential clients. Video is easy for followers to digest and understand, often entertaining and can be easily shared with more people. 

There are many different types of video that your firm can use within its content marketing strategy.

  • Live stream someone from your firm during a speaking engagement to colleagues. 
  • Record an attorney bio (in a fun and engaging way) so that others can get to know your attorneys. 
  • Create a behind-the-scenes look at your firm showcasing a typical day in your office.
  • Create a video that breaks down a recent blog post with three or four quick tips.
  • Video a quick 30-second version of your next client alert – the “need to know” elevator speech.

Repurpose and Reuse

Just because you publish and distribute content in alignment with your strategic plan doesn’t mean your work is done. The next step is to analyze how well your content performed (email opens and clicks; social media comments, likes, shares; website leads, etc.) to determine what worked and what didn’t work. If a piece of content generated a lot of engagement and maybe even a new client, use it again. Almost all content that your firm will produce can be repurposed and reused. The key to a solid content marketing strategy is integrating it with your overall marketing plan – ensuring you integrate it in a PESO model (Paid, Earned, Shared and Owned). 

If you’re curating content that hones in on the needs of your client base, much of your content will be evergreen, meaning it can be shared more than once without completely changing what was originally written. Over time, this will allow your firm to develop a library of content that can be published over and over again, generating long-term success. 

 

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.