The Importance of Content Marketing for Attorneys

Digital Marketing

Hi, I’m Matt Gottesman, founder and editor-in-chief of Hustle and Deal Flow, hdfmagazine.com. Today we’re going to talk a little bit about, actually a lot about, various topics in digital. We’re going to start with content and marketing, and why is content and marketing so profound in your digital marketing efforts.

Credibility & Authority

As they say, and you probably heard content is king. The reason content is king is because it establishes your credibility and authority in the space that you operate. Your audience is looking for you to be a credible source around that niche. As a lawyer, you’re looking to give that audience specific information for various topics that you serve that market. Right? It allows them to establish a relationship with you. You’re trying to find out what means most to them, and they will tell you based on the content you constantly put out.

That relationship that begins to develop means that they will then start to refer more people to you and they will start to turn in to you as much as possible around that given subject. The more content that you put out the more that they’re about to come to you. That particular content they interact with you and engage with you.

Calls to Action

At that point it’s about driving them to a specific initiative or a call to action. So if they wanted to know a little bit more about that topic, they can then contact you. Right? Or maybe you’re giving some additional information that they can download. So now they’re going to opt in for that information, and now you have that relationship based off of having their email, and then you can continue to keep them up-to-date through a newsletter.

All of this tied together is what makes content marketing so necessary because that audience will continue to keep coming back for more, and then that’s when you start driving that traffic to any number of initiatives, whether it’s to opt in, a consultation, perhaps they would like to do a follow-up on a specific question related to the material that you’ve put out, or maybe they are just really looking for an attorney. Given the fact that you’re already giving them specific information on how to deal with that situation, they’re willing to come to you for more information.

Building an Engaging Relationship

The key with content marketing is that you’ve not only established yourself as a credible authority, but that you’re giving the reader an option to do something else, what we also call a call to action. So some form of that content is allowing them to engage with you and give you a direct relationship to that person. They could be opting in for more information. They could be opting in for your email newsletter. They could be filling out a contact form because maybe they want to get in touch with you about that particular subject matter.

Either way this is what generally content marketing is all about and it’s used for us to establish that relationship and then have them continue on an engagement with you. Content takes place everywhere. It takes place across social media, across your blog, across your newsletter, across your website. It’s how the audience is interacting with you and understanding what you’re messaging, what are you trying to tell them, what’s your niche, why are you a credible authority, why should I be listening to you. It’s established in different mediums depending on where that audience lives.

Identify Your Digital Medium

You might actually be a specific niche, but you might have three or four different segments of audiences. Right? They might have more interaction on LinkedIn for one group. Another group might be more beneficial to come to your blog and actually read the full article on that particular topic. What you’re trying to do is establish a footprint across every digital medium so they can find you, and that at the end of the day you’re actually trying to take all of that information on the different platforms and drive it back to one central theme, you. And then how they can opt in to learn more about you and constantly develop that relationship.