When it comes to online marketing, original content has proven to be effective time and time again. So, it’s surprising that 97% of law firm websites fail to deliver any kind of personalized content (Rocket Matter). These companies are missing out – a strong content marketing strategy is a smart way to make your brand stand out and attract customers to your business. Here are 4 ways content marketing can help your law firm:
1. Earn Consumers’ Trust
Consumers don’t want to deal with faceless, soulless corporations; they want to interact with humans who have an interest in helping them. That’s why custom, original content holds such importance for law firms trying to capture prospects' trust. 78% of consumers think that custom content on a website indicates that the company is interested in building good customer relationships (CMO Council), and 60% feel more positive about companies if their websites have custom content (Content Plus). So, creating custom content earns you their trust and good opinion, drawing more customers to your company.
2. Increase Visibility
Content marketing uses channels like blogs and social media to increase your firm’s chances of being found by customers. Blogging in particular leads to higher rankings in search engines. Blogs give websites 434% more indexed pages and 97% more indexed links (HubSpot), as well as a constant stream of new content – all of which helps push you to the top of the search results.
3. Establish Thought Leaders
Becoming a trusted thought leader in your industry demonstrates your industry-specific knowledge, and custom content helps to solidify your position as a leader. By producing content such as webinars, you demonstrate your understanding of the industry and your ability to excel at what you do.
4. Grow Revenue
The main motivation for implementing content marketing is to increase revenue, and it works – 75% of companies using marketing automation see ROI within 12 months, and 44% within 6 months (Groove Digital Marketing). In addition, if you successfully leverage content to become a thought leader, your revenue increases even more. Year-over-year growth in revenue due to marketing is 10.2%, while the same growth for their followers is 1.6% – that’s over 6x higher growth rates for thought leaders.
So, now that you know why lawyers should care about content marketing, you can get started on your own marketing campaign. Create original content and bring your business to the top of its game!
Want to learn more about effective marketing strategies? Check out this guide for a comprehensive look at inbound marketing!
