Marketing is vital for the success of every business, but few people have given thought to content marketing. Billboards and newspapers were the major advertising channels for businesses in the past. However, customers are now more likely to use digital channels like the internet and social media.
As a result, businesses have had to adjust their marketing efforts by going where the customers are. This has spurred off a new branch of marketing called digital marketing, with aspects such as social media marketing and search engine optimization.
In addition to these, there is one aspect of digital marketing that has experienced massive growth — content marketing. This article explains content marketing and why it is a great option for law firms looking to reach more customers.
What Is Content Marketing?
Content Marketing Institute defines content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.
You will notice that the definition says nothing about the medium through which content is delivered. This is because no medium is the best. Rather, businesses choose mediums based on what their customers like. Consequently, content could be videos, articles, tweets, or podcasts.
A look at the definition shows a few things worth noting. The first is that content marketing involves creating and distributing valuable and relevant content. The focus on valuable and relevant content is because the success of content marketing depends on its ability to solve problems or provide answers to the audience’s needs.
If the content produced by a business does not add value or solve a problem for the customers, it will fail. The second aspect involves having a clearly defined audience for content marketing. This implies that content marketing efforts are not sporadic but are properly planned.
Often, business owners learn about content marketing and then create content without taking time to understand who they should be creating content for. Most times, these efforts would fail as the content is not targeted.
The third aspect of that definition is consistency. Businesses must create content consistently to get results. You cannot put out content when you feel like it and expect results. Finally, content marketing is done to drive customers to take specific actions.
Creating Content With the Customer in Mind
As we pointed out earlier, the best way to create content is to do it with the customer in mind. Specifically, this means that content is created based on where the customer is in their journey. In doing this, we need to consider the customer’s journey.
There are three main stages for every potential client. The first is the awareness stage. Here, they know they have a problem and look for solutions online. They could search for lawyers specializing in that area, but no decision has been made.
After that is the consideration stage. While looking for solutions, they must have come across several lawyers, and now they begin to evaluate them. The final stage is the decision stage. Potential clients make a decision based on several criteria. This could differ depending on what their needs are. Therefore, you must provide content that serves them regardless of what stage they’re at.
Benefits of Content Marketing for Law Firms
We’ve given a brief content marketing background, but how do you know that it would be great for your law firm? We’ll show you some benefits of content marketing in this section.
Build Brand Awareness
Clients would only reach out to you if they know who you are and what you do. Content marketing helps you achieve this. By creating content that potential clients find useful, you will stay on their minds when they need legal services.
Position You as an Authority
In addition to building brand awareness, consistently creating valuable content ensures that potential clients see you as an expert in your field.
Content marketing is one of the best ways to gain more visibility for your law firm. When your content is valuable, people will always refer to it when they need help or share it with those who need your services.
Generate Quality Leads
Most of those who will read your content have some legal issues that they need help with. In addition, your content could be what they need to make a decision. As a result, your content could help you weed out people who do not need your services.
Enhance Your Law Firm’s Visibility With Content Marketing
Your business can benefit from content marketing regardless of whether you are an established law firm or a new firm looking to attract new clients. At EverConvert, we create valuable and relevant content that helps you attract the right clients. Contact us today to get started.