If you truly want to make a success of marketing your legal practice online, you must get a good grasp of content marketing. Content marketing can be defined as the creation and distribution of valuable but free information online to build trust among prospects and turn them into customers.
The kind of information you share must be closely related to the kind of legal services you intend to get paid for. The focus of your content marketing campaign must be to educate people so that they can trust you so much that they find it easy to do business with you. Instead of bombarding your target audience with sales pitches, you simply provide genuinely valuable information that helps them to make more intelligent decisions.
Effective content marketing is the backbone of an effective SEO marketing strategy. Over the years, Google has repeatedly updated its search engine algorithm to ensure that users get the most informative web pages returned after each search. So if you want to take full advantage of the targeted traffic that most popular search engines offer, you need to provide valuable content. For example, blogs that are frequently updated with fresh and high quality posts easily get high page ranks and tons of interested readers on a daily basis.
Furthermore, content marketing compliments social media marketing by giving people something valuable to chat about. A savvy content marketer can easily take advantage of a popular issue in the news, which will also be of interest to his or her target audience, and provide sound legal advice that will help people to learn more about their constitutional rights. Such information can easily be used to start building credibility as an expert on such legal matters.
So how can law firms actually make the most of the opportunities offered by content marketing? Here are a few tips that can be used to develop an effective strategy.
To start with, you should carefully define your major goals for engaging in content marketing. Determine who your main target audience is. Do a little research to discover what their most urgent and important needs are. Find out the kind of information they are searching for through online keyword research tools provided by Google and Yahoo. Check out forums where members of your target audience hang out and carefully study the questions they ask. This will give you a lot of insight into the kind of content your target audience will really appreciate and share with others.
After your goal setting and initial research, you should use the information you have obtained to create and maintain a highly informative blog that provides high quality articles on issues and problems that your audience is having in your area of legal practice. This will attract trust and loyalty from your readers and lead to several requests for your professional services.
The legal profession has a lot of technical language and jargon that most lay people are not familiar with. You could easily develop a good rapport with your target audience by providing a set of frequently asked questions FAQ articles on your website. These FAQ articles should help your audience have a better understanding of common legal terms related to your practice. Then provide links to these articles in your blog posts.
One of the best ways to get high quality links to your blog and other content is to be an active guest blogger. Post a few high quality articles in a legal blogs that already have a high PageRank and you will be able to drive a high volume of traffic to your own blog through backlinks. This is an excellent content marketing strategy that also helps to boost the page rank of your blog on Google and other search engines.
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