{"id":543,"date":"2014-09-11T15:00:00","date_gmt":"2014-09-11T14:00:00","guid":{"rendered":"https:\/\/hub.findingsimple.com\/au\/content-marketing-for-law-firm-business-development\/"},"modified":"2022-08-03T16:04:42","modified_gmt":"2022-08-03T05:04:42","slug":"content-marketing-for-law-firm-business-development","status":"publish","type":"post","link":"https:\/\/insight.thomsonreuters.com.au\/legal\/posts\/content-marketing-for-law-firm-business-development","title":{"rendered":"The Power of Content Marketing for Law Firm Business Development"},"content":{"rendered":"<p class=\"intro-paragraph\">In times when a hard-earned reputation is simply not enough to distinguish a law firm from its competitors, more and more firms are turning to content marketing to build a profitable brand for themselves. But what is content marketing? Why is it effective? And how can firms harness its power to position themselves as leaders in their chosen field?<\/p>\n<p>The legal profession has often&nbsp;been viewed as a necessary evil. Events that precede the average person\u2019s need for legal services are typically distressing, unexpected and beyond their control. Consumers in a vulnerable position can be forced to place serious matters into the hands of a stranger for an unknown \u2013 and potentially exorbitant \u2013 fee.<\/p>\n<p>To avoid the risks associated with engaging a lawyer, consumers seek&nbsp;trusted and authoritative law firms based on <a title=\"legal client business development\" href=\"http:\/\/insight.thomsonreuters.com.au\/three-key-ways-technology-can-help-you-engage-with-clients\/\" target=\"_blank\" rel=\"noopener noreferrer\">online and word-of-mouth recommendations<\/a>, as well as advice from friends and colleagues. A&nbsp;client\u2019s choice of firm now depends&nbsp;on brand reputation&nbsp;and a personal connection with its clients. And that\u2019s where content marketing comes in.<\/p>\n<p><span style=\"color: #ff9900\"><strong>What is content marketing?<\/strong><\/span><\/p>\n<p><a title=\"Joe Pulizzi Epic Content Marketing\" href=\"http:\/\/joepulizzi.com\/books\/\" target=\"_blank\" rel=\"noopener noreferrer\">Joe Pulizzi, author&nbsp;of&nbsp;<em>Epic Content Marketing<\/em><\/a>, describes content marketing&nbsp;as the \u201ctechnique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience \u2013 with the objective of driving profitable customer action\u201d.<\/p>\n<p>For law firms, the strategic intent is to connect with, inform and persuade consumers to choose their brand at every step of their journey in seeking legal advice.<\/p>\n<p><span style=\"color: #ff9900\"><strong>Why does content marketing work?<\/strong><\/span><\/p>\n<p>If you want to connect with clients, you need to be where they are:&nbsp;online. Consider this:<\/p>\n<ul>\n<li>97 per cent of consumers[1] report researching local products and services online.<\/li>\n<li>71 per cent of internet users[2] say they are more likely to purchase from a brand they follow on a social networking site.<\/li>\n<\/ul>\n<p>This online-centric shift in buyer behaviour has opened up a whole new platform through which firms can connect with and influence potential clients, exponentially increasing brand exposure.<\/p>\n<p>Even if you are a <a title=\"Lawyer marketing: How even the smallest firms can build a winning initiative\" href=\"http:\/\/insight.thomsonreuters.com.au\/lawyer-marketing-how-even-the-smallest-firms-can-build-a-winning-initiative\/\" target=\"_blank\" rel=\"noopener noreferrer\">small law firm, you don\u2019t need to look like one<\/a>. Your firm\u2019s online presence is as big as you make it, and will form the basis of a prospect\u2019s assumptions about your reputation and expertise.&nbsp;A well-designed content marketing strategy can position your&nbsp;firm as a thought leader in the industry and establish a network of influence within which you&nbsp;are deemed the trusted authority.<\/p>\n<p>Content marketing also has an unparalleled capacity for lead generation as it enables firms to create a \u2018likeable\u2019 legal brand that people trust, relate to and remember.<\/p>\n<p><span style=\"color: #ff9900\"><strong>How can firms use content marketing to position themselves as leaders in their practice area?<\/strong><\/span><\/p>\n<p>It is essential to develop and implement a detailed and rigorous content marketing strategy to hit your mark. Ask yourself four questions:<\/p>\n<ol start=\"1\">\n<li><strong>Who is my ideal client?<\/strong>&nbsp;Knowing all about your target audience is key to finding, connecting with and impressing prospective clients.<\/li>\n<li><strong>What content will engage my&nbsp;prospective clients? <\/strong>Once you understand your prospects\u2019&nbsp;needs, consider their buying journey. Create focused content for strategic placement at each stage of this journey to arrest the prospect\u2019s attention and provide them with timely advice and information.<\/li>\n<li><strong>Where should I place content for maximum exposure? <\/strong>There are limitless possibilities. However, <a title=\"Content marketing for law firms\" href=\"http:\/\/lawyermarketing.findlaw.com.au\/content-marketing\/overview.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">law firm websites, blogs and newsletters<\/a>&nbsp;form&nbsp;the first line of attack.&nbsp;Ensure your content can&nbsp;be <a title=\"Law firm marketing: 6 steps to help your firm reach Google\u2019s top page\" href=\"http:\/\/insight.thomsonreuters.com.au\/resources\/resource\/law-firm-marketing-reach-googles-top-page\/\" target=\"_blank\" rel=\"noopener noreferrer\">located by search engines and use&nbsp;keywords and phrases your prospects are searching for<\/a>. You can also use <a title=\"Social media marketing for law firms\" href=\"http:\/\/insight.thomsonreuters.com.au\/how-social-media-can-help-lawyers-gain-more-clients-really\/\" target=\"_blank\" rel=\"noopener noreferrer\">social media such as&nbsp;Facebook, Twitter and LinkedIn<\/a> to initiate, develop and maintain the connection, and cultivate the prospect&nbsp;towards becoming a client.<\/li>\n<li><strong>How can I monitor my success?<\/strong><b>&nbsp;<\/b><a title=\"Big data\" href=\"http:\/\/insight.thomsonreuters.com.au\/big-data-reshaping-legal-landscape\/\" target=\"_blank\" rel=\"noopener noreferrer\">Recording key data<\/a> is vital to assess the success of your content marketing efforts. Make sure you analyse content-consumption metrics, including page views, engagement (tweets, likes and shares) and the actual number of leads generated.<\/li>\n<\/ol>\n<p>Content marketing needs a consistent, long-term investment to harness its&nbsp;full potential, but the rewards are more than worthwhile. Be among the innovators and build a profitable future for your firm with content marketing.<\/p>\n<p>For more law firm marketing tips,&nbsp;download Thomson Reuters Insight\u2019s free guide:&nbsp;<a href=\"http:\/\/insight.thomsonreuters.com.au\/resources\/resource\/law-firm-marketing-reach-googles-top-page\/\">Law firm marketing: 6 steps to help your firm reach Google\u2019s top page<\/a>.<\/p>\n<p><em><strong>Sources:<\/strong><\/em><\/p>\n<p>1: <a title=\"Bizndex University \u2013 97 Percent of Consumers Search Online for Local Products and Services \" href=\"http:\/\/u.bizndex.com\/news\/consumers-search-online\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bizndex University \u2013 97 Percent of Consumers Search Online for Local Products and Services <\/a><\/p>\n<p>2: <a title=\"All Twitter \u2013 6 Amazing Social Media Statistics for Brands and Businesses \" href=\"http:\/\/www.mediabistro.com\/alltwitter\/social-media-facts_b40978\" target=\"_blank\" rel=\"noopener noreferrer\">All Twitter \u2013 6 Amazing Social Media Statistics for Brands and Businesses<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is content marketing? Why is it effective? And how can law firms harness its power to position themselves as leaders in their chosen field?<\/p>\n","protected":false},"author":16,"featured_media":544,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[576,629],"tags":[139,257,469,486],"insight_job_role":[614,627,628],"insight_practice_area":[],"class_list":["entry","author-stacey","has-excerpt","post-543","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business-management","category-strategy-and-business-development","tag-content-marketing","tag-google","tag-search-engines","tag-social-media","insight_job_role-partner","insight_job_role-senior-executive","insight_job_role-solicitor","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Power of Content 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