Why Do Lawyers Need Content Marketing?

For a long time, law firms have relied on traditional marketing efforts from TV commercials, cold mailing services and billboards. While these aren’t totally irrelevant, you can generate better outcomes with what’s called inbound marketing. 

Inbound marketing connects with clients organically by meeting them where they are in their online sales journey. This method can increase conversion rates, improve your online presence, build brand loyalty and boost lead generation. 

What is Content Marketing?

Content marketing is a method of creating valuable content for your clients to attract them to your website, understand your services and answer their questions — all with the intention of conversion. 

Each piece of content is backed by deep keyword research. Keyword research connects the dots between what a prospective client searches for on search engines and what shows up on a search engine results page (SERP). The goal of good content marketing is to show up on the first page of a SERP and directly answer a consumer’s question. 

For example, someone may have just gotten injured in a car accident and is unsure what local laws are in place for winning compensation to cover their medical bills. They may search for “How to file a car accident claim?” 

Ideally, with the right content marketing strategy, you’ll land position 1 on the SERP with blog posts or a landing page that outlines exactly what to do next.

Understanding Your Audiences

The key here is to dive into who your audience is. Depending on the type of law you conduct, this could range from those seeking compensation to families and divorcees. What are your clients talking about and what are their concerns? Without revealing too much, how can your website become a resource for these leads while also setting your firm up as a leader in the industry?

Law firm marketing that uses strategic content can build trust with your leads and clients. It shows that you not only understand the law as it relates to the specific branch the firm specializes in, but that you understand your target audience and their needs as well. 

With so many legal services available to clients at a moment’s notice, strategic content marketing can set your brand apart. 

Hear From Some of Our Clients:

Creating Content

Brafton is a content marketing agency that covers all aspects of content creation — all based on what’s most important to you. Where thought leadership may be a top priority for some, visual engagement may spark more interest in others. With us, you get it all.

Before we get started writing, we conduct a thorough industry analysis to determine keywords that are performing the best in your industry. From there, we’ll create a strategy of key performance indicators (KPIs), or small milestones to reach those objectives.

We send this information to our writers. They’ll then create engaging, well-researched pieces ranging from:

  • Video scripts.
  • Infographics.
  • Blogs.
  • Email marketing campaigns.
  • Landing pages.
  • White papers.
  • eBooks. 

All content will showcase the best parts of your law services. As experts in their field, they can seamlessly switch between whimsical tones of voice to heavier topic information. 

Graphic Design

No one really grows out of loving the pictures in a book. Our graphic designers can bring content to life and support reader understanding. This drives more traffic to your website, improves conversion rates and enhances engagement. 

Our graphic design services include:

  • UX design.
  • Interactive infographics.
  • Custom illustrations.
  • Formatted white papers, eBooks and more.

We take special care to follow your brand guidelines for a seamless, yet powerful graphic design.

Video Production

Our writers tailor the content for the script depending on the length of the video. From there, our video production team will take the reins to develop a video that allows your company to communicate complex topics in short, digestible videos.

Our video marketing products include:

  • Animation.
  • Explainer videos.
  • Product demos.
  • Testimonial videos.

Our strategists will pinpoint the right place for these assets, whether embedded within a blog post, your landing pages and/or social media so they make the biggest impact on ROI. 

Website Design

Looking for a full web design refresh? Look no further than our talented web designers. 

Clients won’t typically find your firm just by walking down the street and stopping in. Even if the connection is through a referral, it’s likely the lead will look through your website first before determining whether to do business with you. 

We deep-dive into what’s working and what needs improvement about your website in regards to the user experience (UX). We’ll look for elements like searchability, load speed, brand consistency and more to ensure customers can find what they’re looking for quickly and without friction. 

After analyzing the assessment results, our designers will get to work and put together a website that serves your needs and those of your clients. We’ll follow your brand guidelines closely, ensuring that the website is a coherent resource for anyone that enters.

Social Media Marketing

Coupled with our audience research, we combine industry best practices and customer personas to identify the right channel for your firm. Instagram, LinkedIn and Twitter are where a potential client might get a first sense of your brand. 

Our social media strategists put together in-depth content calendars and use the power of automation to ensure your posts are seen by the right people at the right time. 

PPC Marketing

Pay-per-click (PPC) marketing can boost your content marketing strategy and help ensure it’s seen by the right people. With prime seating right in front of your audience, you can optimize keywords with laser precision. 

Paid ads help glean insight into how successful your campaigns really are. We use this strategy toward new campaigns with even better results.

Email Marketing 

Newsletters and emails are a chance to talk to your audience directly. Email is one of the most effective marketing strategies in the digital marketing space. 

We’ll help you connect the dots between content and conversion with open-worthy headlines and engaging email content. With A/B testing, personalization and built-out email lists, we’ll craft email campaigns that directly answer the needs of your readers.

Ensuring the Impact of Legal Content Marketing

Once we have the content out there, analytics will come into play. Content itself isn’t enough on its own without hard evidence of performance and whether they are meeting the KPIs we set out to reach. 

Our strategists evaluate your existing marketing strategy and make initial recommendations based on your goals. This drives our content strategy and where to market the content. After each piece is out there, we dive into the data to understand which parts of the digital marketing strategy were a success and work from there. 

All of this is done with the extension of elevating your brand, connecting with qualified leads and meeting KPIs to enhance your bottom line. 

SEO Scoring 

In determining how well your existing site performs, we’ll measure how well the user-facing and technical aspects of your website contribute to SEO to develop a plan for more organic traffic and higher SERP ranking.

Your site is ranked based on 4 categories:

  • User experience.
  • Technical.
  • Content.
  • Mobile.

Your site may be lacking a piece of information like a site map or may come back with several pages with 404 errors. Unique, quality content, links and navigation all help contribute to a great SEO score.

Performance Measurement Tools

With the use of tools like Google Analytics we can track the success of each piece of digital content. These tools help track where people are spending time on your website, which Tweets were clicked on, how well CTA buttons are performing and so much more. 

At the end of each milestone, we’ll break down how well our efforts performed with data visualization tools so that you know where your content is improving and which spaces still need more work. 

We believe that transparency is key and we’ll work with you to get to where you need to be.