In the last 4 weeks I’ve browsed hundreds of law firm websites to learn how lawyers and legal marketers have been handling their legal content marketing initiatives.
After carefully reviewing numerous blogs of bankruptcy, personal injury, and family law firms of various sizes, I verified that there’s a huge gap between the content attorneys are currently publishing, and the content that actually contributes to their business development goals.
The following are 3 possible reasons why your blogging strategy is failing:
1. Your Blog Lacks a Content Mission
Symptoms: You’ve been consistently publishing content, but your posts show no signs of engagement. No comments, no social sharing, no backlinks. Your blog contains legal news and case summaries with low relevance to your prospective clients.
What to do instead: Flesh out who your ideal client-audience is and how your blog is going to benefit them. Stop cranking out new content just for the sake of “publishing”. You are in the business of helping others solving their legal problems. Aim the spotlight on your potential clients. Write down your blog’s mission statement, and follow-up with content that supports that mission.
What information can you provide to your prospects that educates them on their legal matters?
Address their most common and pressing questions, concerns and frustrations. Make your content is 100% focused on adding value to your prospective clients. Your website visitors will trust you based on the content you offer them.
2. You Don’t Leverage Different Media Formats
Symptoms: Your blog is a collection of large blocks of text, with no images, videos, or links. You publish your content in a format that is less ideal to your target audience. You miss the opportunity to establish a real connection with your prospects by enriching their content experience with more appealing media formats, such as audio and video.
What to do instead: Explore alternative forms of content delivery. Podcasts on niche legal subjects can enhance business-to-business lawyers’ profiles and help them build thought leadership in their niches. Video empower business-to-consumer attorneys to project their personality with more empathy and emotional impact.
Daunting articles on legal topics simplified into short 1-3 minute videos become more “digestible” to consumers. Communicating with your audience in richer media formats will set you apart from 98% of your competition. Still reluctant about video? Here are 5 reasons that will help you end your reluctance to video marketing.
3. Your Content Never Reaches Your Prospective Clients
Symptoms: You hit the “publish” button, and immediately start thinking about your next piece of content. Your Google Analytics show low page views. You get no comments or feedback from potential clients because they’ve never viewed your content.
What to do instead: If you have valuable information that would benefit your client-audience, then you have the moral obligation to make sure that information gets to them. But, most lawyers still fail here. Your content distribution only begins after hitting the “publish” button.
Determine which social media platforms and legal q&a websites your prospects are hanging out on, and make sure your content crosses their stream. Have a member of your internal team responsible for content marketing and social media make this happen. The same person can set up follow up alerts for you to make sure that no questions from client leads go unanswered.
Lawyers have been told that blogging is the new marketing whiz kid on the block. Yet, most of them embrace it aimlessly. It’s time to reevaluate why you’re developing content in the first place, while making the necessary adjustments. Shift the focus to your prospects’ needs for increased results and monitor your success metrics. Finally, review the data, and determine if your publishing strategy is contributing to your bottom line.
Now, it’s your turn. What are some of the challenges you are facing with your blogging strategy? Are you currently generating leads from your content marketing initiative?
Provide a comment bellow and let us know!