Here’s their introduction to a lengthy and well worth a read piece if this is how you are looking to market your firm…
Wednesday, February 24, 2021
Last week we went through the basic tenants of inbound marketing and client journey mapping for law highlighting part 1 of Good2bSocial Academy. Good2bSocial developed an integrated program designed after 10 years of providing training to law firms to provide legal marketers with a baseline of knowledge of digital marketing concepts in a cohesive format that can be done at the student’s own pace while producing measurable results. The Academy is divided into eight modules, and we’ll be going over module two outlining the core principles and goals of content marketing and how to develop a strategy for finding your law firm’s audience, engaging them, and moving your prospects closer to the conversion stage of the business development pipeline.
Content strategy aligns your business goals with potential clients needs and uses thought leadership as a primary means to achieve those goals. Per Guy Alvarez, Founder and CEO of Good2bSocial and the course instructor, “in essence lawyers sell their knowledge and know-how, so what could be a better way of not only demonstrating that the lawyer knows their stuff, but also helping the lawyer become known for a particular area of law and from an SEO standpoint having certain legal concepts become associated with the attorney and law firm’s name.”
Content Marketing for Law Firms – Where to Start – Are We Doing it Right?
Hubspot estimates over 70% of marketers actively invest in content marketing, so having a concrete starting point and plan to understand the process so your firm stands out in a crowded market is key. Things to consider:
- Who will be reading your content or who is your target market?
Law firms with varied practices can’t expect to reach all potential or current clients with one piece of content, so not only do you need to tailor content to your buyer persona, you need to consider where the readers is in the buying process: awareness, evaluation or ready to engage to the firm or attorney. - What problem is your thought leadership solving for your audience?
A sound content strategy helps buyers in the early stages of figuring out if they have a problem and how serious or urgent the problem is. A solid content strategy can help buyers determine if they are ready to engage an attorney, and what questions they have for potential attorneys. Additionally, a targeted thought leadership program can help a prospective client see if an attorney is the right person or see if the law firm is the best firm to handle their matter. - What makes your attorneys and your law firm unique? Why you?
How to demonstrate that you’re worth listening to and why would a client consider engaging your firm? How does your firm’s mission or philosophy solve the client’s problem? - What content format and what channels will you use?
Blog posts, guest posting, videos, podcasts, third-party syndicators: various distribution channels can include owned properties like your website, blog, and social media channels and/or evaluating reputable syndicators or industry groups to broaden your reach. Figuring out a strategy for content channels and where your firm will dedicate resources are all discussed in the module. - The Who What When and Where of managing content creation and publication.
Having a strategy for content marketing involves formalizing who’s creating what, when it’s due and going live and where it’s being published and promoted, so your firm can repurpose and plan to update the content down the line, if beneficial.
Good2bSocial’s content marketing module helps legal professionals begin to ask the right questions so they can develop a comprehensive plan such as developing client personas to figure out who your law firm’s ideal clients are and how likely they will they buy from you. Buyer personas and client journey mapping were discussed in detail in section 1 and module 2 is applying this introspective journey to help your firm put pen to paper. Per Alvarez: “By considering the challenges and questions your client persona may have, you can target content to address those needs and understand what types of content to create for each stage of the buyer’s journey.”
Read full article at https://www.natlawreview.com/article/content-marketing-strategy-law-firms-part-2-good2bsocial-digital-academy
