Marketing teams in law firms can become more content by producing more, and better, content. But why, and how?
Search still rules the roost
Over 80% of people still start their online journey at a search engine. In fact, that’s one statistic that’s remained static for a long time – the world has been like this now for over a decade.
Publishing content of real value to a reader, using words that potential clients might use when searching and seeking out information and advice, can help your law firm’s website rank higher in the search engine results, making you easier to find.
Increasing the search engine rankings of your law firm’s website in the search results – practice area pages, partner bios, opinion pieces, news articles – will mean more website traffic, and potentially more leads into your business. The more leads the more revenue. Search engine optimisation (SEO) is a long-term yet essential investment.
So, why’s search still so important?
Legal consumers have changed. No longer will a business client or individual client stick with one company for all their requirements as they may have done a few decades ago. Today, there's more competition in the market. Consumers are mobile, time-poor, and content-needy. They're more likely to seek out specialist legal advice for each of their needs than remaining brand loyal.1
This means an inbound content marketing plan and approach is more necessary than ever for law firms. People don’t care how big you are, when you were established, or where you’re based. If you don’t organically expose what services you provide, your success stories, and showcase your expertise in the particular area for which a potential client requires legal representation or advice, then people will go to the law firm that does – the one that appears on the first page of the search engine rankings.
Consumers crave engaging content
The fact is, today, the digital experience your law firm provides to visitors and existing clients is not only competing against other law firms, it’s competing against all brands across all sectors. Consumers nowadays don’t differentiate between experience and industry. They expect all brands to deliver an exceptional experience and engaging content.
Whether your goal is to generate brand awareness, drive more traffic to your website, secure newsletter sign-ups, or acquire new clients, engaging content not only gives your law firm the prospect of showing off your lawyers’ knowledge, but it also allows clients, and potential clients, to gain a better understanding of your strengths and viewpoints. Whether it be news articles, videos, podcasts, or blogs, the content you produce should be educational and help answer a question.
Furthermore, most clients today are pressed for time, and might not be visiting your website regularly, if at all. Your law firm needs to ensure that they can quickly access your content, whether this be through alerts, newsletter, email updates, or social media. The old adage of “build it and they will come" died with the Romans!
But what is engaging content?
One way to discover what kind of content would engage clients is to ask them!
What do your clients, and potential clients, like to see, to read, and to watch? You could run a poll to find out their top 3 burning questions, or what’s keeping them up at night, or what kind of content they prefer to see from you – guides, videos, articles, infographics, etc.
And, of course, don’t forget to track and analyse whether the content you’re publishing and pushing out is getting traction. Check page and video views, and likes and shares. The content topics and the content formats that show the most engagement should inform your future content production plans.
The rise of dynamic content
Dynamic content, or personalisation, is content that changes based on who's viewing it. This could be content that changes by segment. For example, an article in your newsletter automatically changes based on whether someone is a corporate client or an individual client. Or it could be content on your website that changes based on what an individual has already viewed, where they’ve come from, or where they’re located.
Dynamic content grabs the viewer’s attention and creates a subliminal emotional tie with your content and with your brand. You’re providing information and suggestions that matter to them.
Dynamic content can be used effectively to nurture, convert, and grow clients throughout their journey with your brand. Showing the right content, at the right time, to the right person, on the right device, is extremely powerful.
Organisations that personalise the digital experience for visitors see a 19% increase in their key digital conversions.
Personalised, dynamic content gives law firms the power to tailor page content, email content, and promotional offers to each individual website visitor and each client’s preferences and context. In order to do this though, law firms need to invest in a digital experience platform with personalisation at its heart, in order to generate real-time tailored content to website visitors that surprises, delights, and invokes people to take action.
Getting to grips with content
When it comes to content production and content marketing in law firms, there are often two kinds of organisations: Those that have been struggling to produce relevant, high-quality content. And those with a treasure trove of content, but find that it’s hidden and scattered across their digital brand estate.
We have knowledge of, and experience with both. We enjoy working with clients on the first type of problem, as developing a good content strategy and plan from the very start is at the heart of customer engagement. And we also love working with law firms who have a plethora of content stretching all around the world and across different systems, as it presents a different kind of challenge.
Our experience has shown us that by delivering a content strategy and plan that is tied closely to business and marketing objectives, and combining this with the very latest machine learning techniques and a best-in-breed digital experience platform with digital marketing tools, any law firm can develop closer relationships with their existing and potential clients by putting the incredibly valuable content they produce in front of the right person’s eyes, in the right place, at the right time to make a difference.
For the law firm wanting to distribute compelling and relevant content, and deliver an exceptional digital experience across the entire customer journey, Sitecore is the technology you need. We've worked with the multinational law firm King & Wood Mallesons and have also delivered award winning Sitecore websites to many customers across a variety of industries.
If you’d like to know more about how we could help your law firm get to grips with content, just get in touch..
1Legal Marketing Trends 2020 – Predictions on the Future of Marketing for Law Firms, Moore Legal Technology
How Law Firms can Become More Content is part our series of articles dedicated to the legal profession:
- The 5 Ultimate Website Best Practices for Law Firms
- The Future of the Client Portal in the Legal Sector
- The Impact of Digital Disruption on the Legal Sector
1. PWC, Law Firms’ Survey 2018; 2. The BTI Consulting Group, Legal Innovation and Technology Outlook 2019; 3. Law Gazette, 24 September 2018