Law Firm Content Marketing Services

Online marketing is your law firm’s conduit to the rest of the UK. Practically all of your target audience is online in some form, meaning they’re available to be targeted through compelling legal guides, fine-tuned ads, and engaging social media strategies.

What all of these marketing channels have in common is that they rely on content to succeed. Today’s law firms are spending more than ever on marketing, with the average marketing budget reaching an all-time high of £300,000 annually.

At Tao Digital Marketing, we know that every pound matters. Let’s help you make the most of your marketing investment by scheduling your consultation with one of our law firm marketing experts today.

Creating a content marketing strategy for a law firm

Content is king, and it always will be, even in the AI era. It’s been said many times before, and it remains true today. Approximately 81% of marketers say content marketing is one of their core business strategies this year, and it should be for your legal operation as well.

But what comprises an effective legal content marketing strategy?

These are the questions your strategy must answer. The more detailed you can get, the more focused your strategy will be. If you’re feeling overwhelmed by all the moving parts that go into legal content marketing, consulting a professional legal marketer can be a great way to ensure you’re moving based on the data rather than gut feeling.

Creating a page and post strategy for maximum performance

Publishing content and hoping for the best isn’t going to work in today’s day and age. The legal industry and the online ecosystem as a whole are too crowded and too competitive to hope that clients will simply stumble across your website or legal guide.

Within your content strategy, certain principles should guide you, including:

·  Defining what you want to achieve, whether that’s lead generation, website traffic, or brand awareness.

·  Identifying the specific metrics, known as Key Performance Indicators (KPIs), that track your success.

·  Using the data to understand more about your audience, including where they are, what attracts them, and the type of content they’re likeliest to engage with.

·  Look at the platforms where your audience is most active and engaged. Don’t try to be everywhere all at once.

·  Creating a content calendar that can supply consistent content that you can actually stick to. Essentially, you’re training your audience when and where to expect new content drops.

None of these principles is set in stone. Any effective strategy relies on you monitoring the performance of your content and adjusting accordingly based on the data. It’s why so many legal firms consistently fail to achieve their expected goals. For example, only 23% of law firms feel their efforts on social media are effective.

Tracking content performance and utilising data

Every piece of content must be tracked and measured over time to justify continued spending and to confirm the effectiveness of said piece of content. Beyond individual tracking, you’re also looking at it through the lens of your overall content strategy.

With your established KPIs in hand, including conversion rates, clicks, impressions, engagement and shares, you can begin to understand whether your content is having the expected impact. There is a range of tools that any marketing campaign benefits from for collecting and analysing data, including:

You’ll also find a range of specialist tools for processes like user heat mapping, journey mapping, data visualisation, and social listening. You don’t need every tool under the sun, and what your tech stack looks like won’t necessarily be the same as your competitors’.

It’s all about finding what works for your firm’s workflows.

Is SEO content suitable for all law firms?

SEO is the one focus that applies to not just every law firm, but every business. Approximately 96% of Brits begin their search for legal advice online, with 72% only ever contacting a single solicitor.

Focusing on SEO is a proven way of building your authority, improving your visibility and driving traffic to your website. Within such a competitive industry, success on Google means a dramatic increase in leads, especially if you can claim the number one spot for your target keywords.

In short, there’s no real downside to investing in SEO. But simply publishing content and hoping for the best isn’t going to work, which is why it’s essential to team up with an expert marketing service to ensure you’re not throwing money away.