Bespoke Law Firm Marketing Services

Legal Content Marketing Strategy

Lawyers create content all day, every day.

Every email, letter, document, pleading, and phone call is a form of content. And, as well as work product, many lawyers also create marketing materials. Make the most of your efforts with a strategic approach to content creation.

What is legal content?

Marketing expert Ann Handley says:

“Content is any medium through which you communicate with the people who might use your products or services.”

What is a legal content marketing strategy?

Legal content marketing strategy goes a step further. It sets clearly defined goals for lawyer content creators and details the steps to achieve them.

I define it as a structured system for the creation of content designed to:

  1. attract potential client prospects (leads)
  2. convert them into paying clients
  3. create evangelists for the firm.

A fully prepared strategy is vital because:

Creating legal content without a strategy is like throwing spaghetti at the wall and hoping that some of it sticks.

What makes my approach different?

As you can read on the About page, I am different to most law firm marketing consultants and agencies because I qualified as a solicitor before becoming a legal marketer. I spent 18 years as a solicitor and partner in a medium-sized UK law firm, so I know the pressures lawyers are under to generate and retain clients. It’s not easy. But, if you can make it work, there are few more rewarding careers than the law.

Legal marketing agencies will, understandably, lean on their marketing experience to sell you products and services. Some of these may be perfect for your business; others may not. After all, marketing agencies are in business too. Upselling is common, as is outsourcing content creation and using AI to save the agency money. Understandably, that can lead to poor results and frustration.

I handle things differently by focusing on both:

  1. you, the client
  2. your target client

and thinking about what you both really need before writing the legal content marketing strategy.

Only then do we discuss what will it take to get you there.

How I can help you meet your goals

Most of the time, the legal content strategy process involves creating a plan which incorporates some, or all, of the following:

  • Website pages (existing and new)
  • Blog posts
  • Newsletters/ emails
  • Articles for publication elsewhere (including legal journals)
  • Case studies
  • Press releases
  • Social media profiles and posts
  • Local SEO profiles, Google Business Profiles and directory listings
  • Etc.

The content marketing strategy often co-exists alongside a wider Search Engine Optimization (Optimisation for British English readers) (SEO) and/or Pay Per Click strategy. This is because you can write what, to you, is amazing content, but it’s useless without an audience. That’s why everything is done with the end goal in mind: to attract, convert, and retain satisfied clients who spread the word about you and your firm.

Interested in learning more about creating a bespoke legal content marketing strategy? Then contact me here.