All businesses require content. This includes lawyers who must attract new clients to grow their firms. While many lawyers have heard about content marketing, there is still a growing need for many lawyers to implement these digital strategies for better outcomes when conducting business online. Online content that grabs the attention of prospective clients and that meets their direct needs is imperative for today’s savvy law firms. Content marketing is a digital marketing strategy that employs internet-based content such as blogs, newsletters, social media posts and video series, just to name a few, for the purpose of effectively communicating with clients and piquing their interests. For lawyers who want to achieve their business objectives, content marketing is an excellent approach that yields results when compared to traditional marketing efforts. Here are some of the top reasons why content marketing for lawyers is so beneficial.
The word content can mean so many different things, but for the sake of this specific article, let’s refer to content as words that are written for an article, written for blogs, written on social media platforms and anything else you might be publishing online. Content is used for many different reasons, but the most common; to let people know who you are, what you do, what you can do for them and let them know if they should be a part of your business or product or not. Is writing content easy? Heck no. Can it be incredibly beneficial? Yes!
You’ve probably heard it … content is king. Actually, it’s not. It’s Caesar. It’s overlord. In other words, content is pretty doggoned important. If you have a business, especially with an online presence, quality content that remains relevant and valuable to consumers is a marketing tool that continues to grow in influence. Pertinent content that keeps your page as high up in search engine rankings as possible is an integral, even critical, part of promoting your business. If you already know that, then you probably also know that content freshness is important. But how important is it to keep your content fresh, and what kind of a role does freshness play in your pages’ rankings? The answer might surprise you.
Duplicate content may be an issue for your website and you don’t even know it. SEO, or search engine optimization, is key for every website. You’ve worked hard to get your content as valuable and relevant as possible, but if you’ve got duplicate content, your page rankings can suffer, and that’s not good for your business. Naturally, you want your websites to get as high up on the search engine results as possible, and duplicate content can keep that from happening. If you’ve got duplicate content on websites, it can work against you in the search engines. Here’s information about the types of non-malicious duplicate content and how Google treats it.
The phrase, “Content is King” was applicable to printed materials even before the Internet. Today, as online content has begun to dominate print content, most web marketing specialists still hold that content is king. Basically, no matter what type of medium is being used solid content is still the heart of the matter. Content is the central part of marketing and SEO campaigns and without it, being found online just isn’t going to happen. There are many ways that content contributes to a successful marketing or SEO campaign and adds value to a site.
Content Builds Customer Loyalty
Too many times inexperienced SEO professionals build campaigns around first-time or unique visitors. While this is an important aspect of the campaign and essential to growth, businesses cannot be well established based on first-time visitors. Successful companies do not make their money from a single visit by a first-time customer. The real money is made by consumers who choose to return over and over again. A good example is the Wall Street Journal who has made their money from people who have read their content and decided that it was interesting and good enough to purchase the paper again, or subscribe. The Wall Street Journal would not be the giant it is today (both online and off) if they relied on getting a new customer to purchase the paper every time.