Content marketing can be a very powerful tool for lawyers when executed correctly. Publishing your content in the right places can help you establish yourself as an expert in your area of practice. This can not only lead to opportunities in attracting quality cases, but can establish your brand reputation on the Internet.
Below we offer a few tips that will help make your content marketing efforts more effective.
Although you want to reach the masses, it is best to narrow down your niche when writing and publishing content. This means that your blog or article should have a specific focus. This will build you up as an expert in a given area while attracting a very specific audience.
It does not matter if you have clients outside this area of focus in the real world, what matters is building the image of an expert in a certain field. It is therefore important for you to select your niche.
If you can focus your content marketing on an untapped niche, or an area of practice that is less popular in your local market, this can offer even greater potential. This will give your content an enlightening edge and really distinguish your practice as unique.
If you have a blog, it is very important for you to remain on topic with your content. If you have a few different topics, such as various aspects of business law in which you want to cover, create different categories for you business blog that focus on each of these topics.
The title is huge when it comes to content marketing. Whether an article, blog post, or press release, the content's title must be compelling and highly relevant to specific group of readers.
The trick to writing a good title (without getting too lengthy) is to hint at an issue or problem that the target market may be faced with and present a solution. You can do this creatively, and in many cases, indirectly by just letting the topic or concern be present via the solution or remedy.
Some ideas for solid titles for online content is to use numbers, preferrably odd numbers, when offering several options or a list of solutions. For example, a catchy title that might grab a quality reader is "3 Things You Must Do If You Get a DUI." It is informative, action-oriented, and addresses a specific target audience.
A great SEO and web marketing technique to apply while publishing content is to make use of link building opportunities. Many article sites enable you to add links back to your webpages which is ideal for both content marketing call-to-action and quality, contextually relevant links.
Building your own blog is an effective way to have complete control over this. Just be sure to build links respectively and avoid any risks of over-optimization.
One of the easiest ways to generate and publish content is via your own blog. Whether it's an internal or an external blog, the inbound marketing opportunities are wealthy with solid blog content.
Although the content is the most vital factor in a blog, the appearance of a blog is also important. You should remember that first impressions do matter, especially online. The average internet user has a short attention span. Having a poor blog appearance is likely to put them off within the first few seconds.
It is important to capture their attention with the blog’s design to keep it long enough for them to start reading the content. You may have the best content on the Internet but no one will take the time to read it if the appearance of your blog is poor. In some cases, especially for large law firms, outsourcing your blog management services or utilizing your marketing team to manage your blog can be an effective SEO investment.
You should also strive to allow your personality to shine through your content marketing. Many readers of blogs and articles appreciate quality content because of its personal touch. Your content represents your brand and should honestly express who you are and what you can do as a legal professional.continue...
A how-to blog post is a descriptive form of content where you give people a step-by-step guide on how to do something. For law firms and attorneys, such blog post could provide insights on how to handle a certain legal situation or incident. Sharing informative content of the like can help potential prospects and clients earn you trust as legal professional.
Blogging is one of the most effective content marketing techniques. Creating a quality, topic-specific blog is advantageous in that it may establish yourself or your practice as reliable and highly proficient in your niche. Blogs allow for commenting. This is important because you will not only often times receive valuable feedback on the content you publish, but more importantly you are building your brand online.
If your how-to blog is to be successful, it should be optimized for search engines and it should captivate readers. You could kill two birds with one stone by ensuring you have quality content that relevant readers will want to link to (thus making your blog more authoritative and more impactful on you own link building efforts.)
So, how do you go about writing highly-effective how-to blog posts? Below we offer 11 tips to help you write compelling, highly informative how-to blog posts:
1. Type of content: Ensure that your content is leadership-based content, data-driven analysis, commentary on industry news, or a list-style post if you want to be taken seriously. These categories are advantageous over conventional how-to guides since you will most often have fresh content.
2. Choose the topic carefully: Your how-to topic has to be chosen carefully if the post is to have the desired effect. Generate several possibilities and brainstorm on the list over time with your customer team (the people who deal with customers every day such as sales representatives). Step into the shows of the target market and consider doing a survey. The title should strive to cover day-to-day concerns. A good title is one that tries to answer the questions that your customer team is asked every day. Go to a popular how-to blog for an overview of how a successful how-to blog post title is to be written. When deciding on your title, ensure that it speaks of exactly what readers will find on reading one. Once you have settled on a title, do not worry too much about the length at this stage – you will refine it later once you generate the content.
3. Brainstorm on the steps from the beginning to the end: Start the content generation by writing the outline of the steps your readers are to take. Your development team will come in handy at this. You could do this through your blogging tool whereby you make each step a header and fill in the blanks later. You can add subheadings to some steps if this will help you better explain the steps. Ensure that the steps are in the proper order and that they are comprehensive such that any reader who follows them exactly will get the desired result.
4. Introduction: Once you have the skeleton, write an introduction at the very top. This should indicate what you want readers to do and it should provide the context to eliminate the possibility of confusion. A good introduction is one that urges readers to read on. Include statistics and data here if possible to prove that the how-to topic is vital. It is important that you are specific in the introduction and that you do not overhype reader expectations.
5. Write instructions by filling in the steps: Once you are done with the introduction, write the actual instructions. Write in 2nd person (‘you’, ‘your’ and ‘yours’) for the best results. The transition between different steps should flow smoothly.
6. Be detailed, specific, and descriptive in the content: Write as if you are writing content to a 6th grader who does not know how to do anything you are describing. Do not tell readers to do something – tell them how do actually do it.
7. Link to credible resources: Your readers will appreciate links to valuable resources. These resources could be to websites that explain something you do not want to dwell on in greater detail. Describing some concepts in detail will derail you and it could lead to extremely long posts. The resource has to be credible (such as a .gov and a .edu link). You will get bonus points if you are the writer of the resource you are linking to.
8. Mention the tools to be used: Do not gloss over the tools that readers will require to accomplish whatever you are describing. You could even suggest specific tools and even where to get them. If you are writing the how-to blog to promote tools you are selling, ensure you do not oversell. Just mention the tools.
9. Include detailed examples: Examples go a long way in passing your point across. The best examples are real-life examples, but do not shy away from hypothetical ones if they mean greater emphasis. The example should be something readers can relate to.
10. Use visual explanations: Human beings are visual creatures and using visual components will help you a great deal. The visual components could be pictures of the different steps (such as how to change a tire), graphs, charts, or concept/content visualization. It is recommended that visual aid is accompanied with supportive text. When using video content, have a transcript on the Web page. Do not overuse videos since not everybody likes them and they slow down your loading speed.
11. Finesse your title: You will now have enough information to know what a good title will be. It should be concise, actionable, keyword-conscious, definitive, intriguing, and clear. A good title is one that starts with ‘How to…’.
Bonus - the takeaway or conclusion: To end the blog post, conclude with 1 or 2 sentences or ask a question that will spark further discussion. Include a call-to-action at the very end. Have a colleague go through the blog post to ensure it is free of grammatical, spelling, and structural errors since such errors bring you out as being unprofessional.
If you're seeking help on writing how-to blog posts for your blog, visit www.WebPresenceGroup.com for resources and services on blog writing and blog management services. The experts at Web Presence Group can help you develop an effective blogging strategy to meet your law firm's content marketing objectives.continue...
Valuable content is the driving force behind any law firm web marketing strategy. Whether it be videos, articles, podcasts, or graphics, there's immense marketing potential to be tapped via strong content.
Particularly for SEO and content marketing campaigns, there's often the question of who should be producing the content?
There's an easy answer to that question: the specialist of the content's topic, which in most cases is the lawyer.
The best content comes from people who are knowledgeable experts and can share a wealth of information on a certain subject.
Content marketing on the web is a bit different from traditional, off-line channels. You need to have a unique voice, offer value and insights, and have a specific goal and purpose with your content marketing strategy.
To help you generate phenomenal content for your firm's web marketing strategy, below are seven tips for content creation and marketing.
Additionally, you should familiarize yourself with Google Authorship and the role that this concept plays in the organic SEO arena. This will motivate you to connect your content to a Google+ page.continue...
Content marketing is the use of content (things such as web copy, eBooks, blogs, podcasts, pictures, videos and articles) on a firm's website. By having useful information on the firm's website, versus just a pamphlet of useless information, it gives the firm the opportunity to draw in big clients.
Having a content marketing strategy gives less experienced lawyers the chance to have a portfolio available to anyone who crosses the firm's website. The website essentially turns into a professional profile that shows what kind of work the lawyer is able to handle. This portfolio also gives the lawyer the chance to direct their attention toward the audience the firm wishes to draw in. Posting videos of the lawyer or lawyers of the firm speaking on subjects that are close to their heart such as their personal views and philosophies can attract great amounts of new clients by making the lawyer seem human to the clients.
Establishing a place in the pecking order of lawyers is important, especially for lawyers just entering the field. By focusing on the audience the firm wishes to draw in, this gives the firm the opportunity to build a following of clients, other lawyers, and colleagues. When useful information is posted on the website regularly, the firm can be thought of as a trusted source of information in the law world.
Online content marketing strategies do not have to just focus on the particular lawyer's website. There are other prime opportunities on the internet today. There are industry websites that have available spots for individuals to post items. This would be a prime place to post items such as case studies or presentations. There are also practice area blogs. These practice area blogs would be the perfect place to post articles. Social media sites (Facebook, Twitter, LinkedIn, and Google+) are opportunities to post webcasts where many different individuals see it.
Content marketing is a way to make an ordinary website stand out amongst the rest. Lawyers gain credibility when posting information that is useful, not just content filler on the firm's website. In a day in time where lawyers are abundant, but good lawyers are not, content marketing makes one stand out amongst the rest.
About the Author: This guest post is contributed by Zara, a guest blogger from UK. She has written many articles on SEO, Health and finance. Apart from blogging she does research on ppi claims. Catch her @financeport.continue...
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.continue...
As a lawyer, you always want to have your name or firm at the top as this is the only way that you are going to attract numerous clients as well as create a good name for yourself. There are numerous ways that this can be done one of the mot effective ones being content marketing. This is where you are supposed to create content that will educate your target audience about legal matters.
Your audience will appreciate this fact as you can give them some pointers that could help them solve a legal matter. Some of the ideas that can be used to help your marketing efforts become successful include:
One of the best ways to ensure that content marketing works for you is provide the audience with pieces of information that they did not know about previously. This will definitely keep them interested in what you have to say as you will be presenting something new. This means that you have to do thorough research to find out the type of information that the audience wants to work on something that will bring in the desired results.
As you come up with materials that will be used for content marketing, it is important that you do not reveal all the information that the audience is looking for because they will no longer be interested in your services and you could end up losing a lot. It is best to give them a little taste of what they want to know so they can be prompted to seek the services that you offer so that the business can remain relevant at all times.
As you work with content marketing as a means of branding the law firm, it is also important that you know how to refresh outdated information at all times. This is where you are supposed to come up with creative content that talk about the latest technologies and developments in the industry. This is because people are not looking for outdated information that will not help them in any way.
You also need to keep coming up with well written content frequently so that people are not forced to repeat the same kind of information. This can be quite boring and the audience might lose interest and miss out even when you have important information to pass on.
You also need to think about the forum that will be used for content marketing if you want to enjoy the results. For starters you can have the articles or videos posted on your official website so that your audience can access them anytime they visit.
To get the information to as many people as possible, it is also recommended that you look for other avenues that can be used to link back to your official sites. Look for forums that have high traffic so that you can be assured that you are going to get some great results at the end of the day.continue...
In 2013 alone, the scope of Internet has drastically widened. Almost every organization can build a well-marketed web presence that helps grow their business.
As new technologies and changes continue to evolve the Web, specific strategies become more available. The organizations that capitalize on these changes can develop a stronger and more authoritative web marketing strategy.
In order to create a powerful law firm web marketing strategy, you need proper understanding of certain marketing tactics which can help you interact with potential clients while strengthening your web presence. Let us tell you about certain techniques you can use to create such a law firm web marketing strategy for your legal business.
A web marketing strategy can never give good returns if your website is not optimized for local and mobile search results. You can use many different ways to improve your local search engine rankings. One of the simplest things to do is to complete your profile on Google+. You should also link your law firm to local and niche legal directories.
When you have a complete profile on Google+ linked to your website, it provides better exposure in Google Local Search (results with a map and red pins indicating your specific physical location). Although Google+ Local profiles are good for mobile use, it is always better to build your website with a responsive design. This way, mobile users in your area will also have a good experience on your website.
In order to develop a powerful law firm web marketing strategy, you need a strong online presence. Supplementing your organic search presence with paid search results can be a good choice. You can integrate Local PPC Advertising with Google Local Search Results for better returns. Since paid search makes Google a lot of money, it won’t be subsided anytime soon. According to experts, search engine optimization is less consistent without paid search results.
These days, almost every person on the internet uses social media in one form or another. These people may be your potential clients. Therefore, it is extremely important to have your presence on various social media channels. You will need to develop content which is relevant to your law firm. Moreover, it should engage visitors and include a lot of potential for being shared quickly. You should have your profiles on Facebook, Google+ and Twitter, at the very least.
As most experts say, 'Content is King’. It is no longer a luxury for online marketers. Content has become a necessity for the success of your website. Without good content, your social media, search engine optimization and public relations strategies will suffer. You need to hire people with some legal experience to write blog posts, develop videos, e-book, infographics, printed books, podcasts and more. In simple words, you need some people who can develop good content to establish your legal practice as a local authority.
Just like every business, a law firm also needs a strong online presence these days. In order to get people’s attention and drive more traffic to your website, you need a comprehensive law firm web marketing strategy. If your strategy includes the above mentioned techniques, you will be able to get some good returns. However, you will have to be patient, work hard and stay determined to grow your business.continue...
The web makes it possible for any business to establish a strong web presence that has a potential of reaching a large group of audience. Your website, of course, is the most important element of your marketing plan. But creating and establishing a strong and consistent web presence requires a great deal of thought. For one, you need to plan what information you are going to put onto your site before going viral. You need to know how exactly you are going to connect each piece together, and that's where the challenge begins.
As long as you know what's important, you are good to go. Now, what's your starting point? Where do you set foot first? That's a question you may want to ask if you are planning to establish yourself on the web. Firstly, you need to define the goal of your website. Every business should have at least 3 goals. The most obvious one is to establish a web presence, the second and third is to differentiate your products and services and capture leads respectively.
Due to competition, you can't just create a website and put it there hoping that it will receive visitors, because it won't. There are a number of things you must do to it to make it visible. You must make the search engines play to the tune of your website. SEO or PPC programs is a great way of improving your website's visibility, but it must be done in the correct way. Your home page should include the relevant keywords that search engines must pick up when these keywords are searched.
You can use Google's suggestion to know which keywords are competitive and which one's aren't. There are also tools(some available for free) that can help you take your site's visibility to the next level. These tools track the keywords in which your website showed up for, and they also tell you which keywords are most popular. However, you must also be aware of Google's Penguin and Panda update, because these have also revolutionized the way SEO has been done for the last decade.
Some website optimization companies like the Web Presence Group offer search marketing services that stem from basic research evaluations to full-on website optimization programs. Depending on the nature of your website and business, such website optimization services are an invaluable investment.
Content marketing may involve the use of blogs to reach a wider audience. Just posting one blog won't take you anywhere. We are talking about consistent blogging with the right keywords incorporated into the content. Link building is the easiest way to get your website out there. You could also approach other popular blogs and write as a guest blogger in exchange for links. This is the most surest way to achieve results with content marketing.
All internet marketers swear by social media such as facebook, twitter and the rest. The more likes you have, the more credible your business appears to be. The more active you are on social media, the higher the chances of getting your business on the limelight. Think about posting your website link on one of the popular social media channels, and having users share it across a group of friends. Think about the massive exposure you'll get out of that simple act. But it takes patience to build a solid customer base through social media. So relax, and be consistent.
There is no better time than this for online business to capture leads and convert them into real clients. The best thing about it is that you don't have to struggle so much while the web is there to do it all for you. Don't downplay the power of content marketing, SEO or social media because they have proven to work effectively when applied the correct way.continue...
Social media is undoubtedly one of the most effective advertising platforms. With most people spending a better part of their day time in the social platform, many content marketers are taking advantage of this situation to share consistent and valuable information to potential customers.
This "advertising strategy" is not about selling alone, but establishing a rapport with prospects and other clients with an intention of motivating business and devotion from clients.
The truth need be told: the creativity and effort applied by content marketers is tremendous.
Coming up with various formats of presenting information like videos, whitepapers, e-books and info graphics is not a walk in the park. More to this are the essential steps to this marketing strategy, that is, writing, then designing and finally distribution. In addition, the stiff competition posed by other content sources such that each content source requires a great deal of effort to succeed.
What then are the strategies to an effective content source? One that is available to all potential customers and yields results? Bearing in mind that the content marketplace is very competitive therefore depending on platforms like search and social media is simply insufficient. A case study for instance showed that in 2012, tweets had on average a lifespan of 18 minutes, whereas a face book post will get half of its reach within 30 minutes of being published. Search engines also prove futile since they are complicated in terms of navigation and updating of algorithms.
Owing to such challenges, content marketers therefore need to embrace advertising as the ultimate technique.
How does one create a continuous stream of visibility?
The nature of content marketing is that it is gradual and it develops with time. One with a greater number of blog posts will have a greater chance of sharing these posts on social media, and in turn these posts can be shared by others as well (acting like a pyramid scheme). E-books and whitepapers that can be easily downloaded, can be advertised along with these posts thus allowing the marketers to acquire the prospect's email address and furtherance them. Good and high-quality content gets links to other web pages, increasing the number of people that view the content.
Advertising serves as a link, and can be used to join two unrelated ecosystems for a common motive. Prospects using these networks are guided towards satisfaction, through these advertising media. To achieve this flow of advertising and realize the benefits of content marketing:
This flow in social media marketing and advertising yields maximum results from the content marketed by popularizing website content that is valuable to your audience.
Advertisements that are published on newsfeed of social platforms like Facebook and LinkedIn are highly effective since they capture the audience's attention.continue...
And looking at how many people use emails and have integrated email services into their daily lives, even the slightest fraction of its population can become a business owner’s huge market. Email marketing tactics have been devised and modified countless times because of the email’s potential to tap to a very large market. And with content marketing, the email platform has proven to be a potent partner.
Content marketing and email marketing complement each other in many ways. Both aim to generate credibility, leads, and conversions. Content marketing produces the right content to engage the right people, while email marketing reaches out to the desired market and target specific demographics and further drive the engagement between content and people who are interested in it.
Looking at the bigger picture of digital marketing, content is designed to reach out and get the people interested and hooked. On the other hand, email marketing ensures that your content reaches the right people and gets them involved in further spreading your content and encouraging them to take the actions you deem desirable. Email marketing helps you drive high quality traffic to your landing pages.
The trick in this partnership lies on how good the email contacts are. Regardless of how good your content is, if your email strategy fails to make people react positively to what you are promoting, then brace yourself for failure.
But if you employ the following tips, then you will see how content marketing and email marketing gel together and so well that your ROI figures will shoot right off the charts.
Create specific content for specific audiences. Marketing specialists always drive this point – never be too general when you are targeting certain demographics.
Make your content sociable. Whenever you post something in the Internet, make sure you fully utilize social sharing buttons. Having your content easily shareable will do wonders for your post, your site, and ultimately your business.
Send out relevant emails and make sure you send a lot. When people get the hang of your content and like it, make sure you send them more. Relevance should be shared between your content and your email. Regularly sending emails to your contacts allows is also a great practice, especially if you offer usable and significant content.
Many online business professionals have preached how the email marketing approach can be a perfect partner in any business scheme as far as online marketing is concerned. Almost all people have at least an email account which they maintain regularly and use to communicate with their peers and business colleagues. Formal, informal, business, and personal messages are now transmitted and received via email services.continue...
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