In practice, the emphasis on content-driven thought leadership should be great news for attorneys who have a lot of knowledge but not much time. Because of the expanding number of digital channels available today, a single piece of content – whether a news article, an opinion column or a podcast interview – may be recycled across several platforms, each aimed at a particular audience.
The following are five examples of content-driven tactics that attorneys and firms of all sizes should prioritise as part of a media relations, digital marketing, and social media communications strategy.
Create dependable source material for clients viewers.
All else being equal, customer communications should be prioritised. Attorneys may establish a natural platform for remaining at the top of mind and creating goodwill by delivering frequent updates to clients on issues and rules relating to them or their business. These notifications can take the form of brief, personalised emails that direct readers to more detailed analyses on a firm’s website.
Create a digital content collection.
A law firm’s website should be regarded as a reliable source of publicly available information by relevant audiences. Cultivating an extensive collection of online content – including blog articles, client case studies, topical webinars, and even podcasts – is highly beneficial. Doing this creates a central destination for internet traffic, boosts search engine rankings, and highlights that the firm is an authority in its fields of expertise.
Publish thought leadership.
Attorneys would be wise to devote time to writing byline pieces or revising existing content published in reliable news venues such as legal industry publications or titles that are widely read in specialised client sectors. This level of exposure is the gold standard of marketing communications since it increases visibility among target groups and opens the door to many digital marketing options.
Connect with your target demographic on social media.
Too many attorneys and companies fall into the trap of engaging in one-sided social media conversations. The most effective ads are those that rely on two-way interaction and are based on organic content. Attorneys can expand their online network, increase brand awareness, and guide visitors back to thought leadership on their website by utilising social media platforms like LinkedIn and Twitter with timely content.
Know Your ROI
It may be weird to talk about ROI and its importance for your legal firm. Unfortunately, many lawyers cannot tell where their efforts can be seen in the development of the business. Knowing what practices result in the highest ROI helps you know what works and what doesn’t. You are then able to place more effort and emphasis on the important things.
Putting all these strategies together will help you build a legal practise that will be profitable and satisfactory to you as a lawyer.
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