Back in the days, before the advent of digital technology, business owners do utilize traditional marketing tactics to publicize their businesses. This technique was effective then but began to lose its potential when digital tech and mobile devices were introduced. Now, the most effective marketing technique that exist make use of digital tech. Marketing plays a very important role in the growth of a business. As we all know, the business world is crammed with several fierce competition. To stand out and become visible to your potential clients, you must adopt a marketing strategy that suits your business and is capable of delivering to you the results you desire.

For a business to succeed and become prominent, it must adopt a good marketing strategy. An effective marketing strategy would attract more customers to a certain business, it would also make it stand out among its fierce competitors. Just like the telecom industry, the mobile phone industry, the automobile industry etc., the dental industry is crammed with fierce competition. As an attorney, it is left for you to adopt an effective marketing technique to raise brand awareness and promote your practice. Failure to do so will result in your practice being concealed in the shadow of your powerful competitors. I trust you wouldn’t want such a thing to happen.

AS AN ATTORNEY, WHAT CONTENT SHOULD YOU CREATE FOR YOUR AUDIENCE

As an attorney in New Jersey who is eager to attract clients to his law firm, you need to show these individuals that you are an expert in what you do. Don’t just say you are an expert, show them. Let your potential clients have a little experience of your knowledge. Let them be confident that you can help them. How do you do this? By simply creating a good and engaging content.

Now, you can decide to create content on topics related to “probate and the process involved “which most people don’t find clear. Or contents about a trending topic. This topic could be “How to escape Probate” or “How do I prepare a will?” Etc. Creating not just contents, but good one, is a good way to engage your audience and if you are lucky you could turn those leads into paying clients.

You can also decide to create contents on diverse niche so that you don’t bore your audience. Just ensure that the contents you create isn’t on a boring topic or niche.

  THE IMPORTANCE OF CONTENTS

The world as we know, is dynamic- it changes each millisecond, even without you noticing it- so does the global market. Each day, the behavior of customers change towards things. A marketing tactic that was quite effective some years back, may be ineffective today. Gone are the days when people visit your site and make a purchase without having any knowledge whatsoever about what they are buying.

Trust was nothing those days, neither do contents. But recently, customers don’t want to be obviously sold to. To catch the attention of these people, you have to adopt a subtler approach rather than the pushy salesman approach. You need to educate, engage and inspire these people; and one of the ways to achieve that is via engaging contents.

WHAT IS CONTENT MARKETING?

Content marketing is a widely used marketing strategy. This marketing is not a new marketing strategy; in fact, content marketing has dominated the marketing industry for some time now. It has resulted in the creation of several blog posts, videos, including other forms of online contents.

By a simple definition content marketing is a marketing strategy that is about the use of beguiling contents to create brand awareness and prompt clients to take certain action.

The content can be anything ranging from videos, blog posts, podcasts, etc. Provided it is geared at luring customers, gaining their loyalty, and prompting them to take a certain action that fulfills a business goal, just any type of online media could be regarded as content marketing. Content marketing can be utilized by any one. It is not restricted to a certain business or profession.

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Content marketing focuses on your audience, and not your law firm

To do content marketing is to find out what questions your audience is asking on search engines. When you know this, you then have to create and publish content which answers such questions and solve their problems. As a lawyer, content marketing is never about putting your law firm or your law practice at the forefront of your marketing campaign, but engaging your audience in legal topics that they are in need of. By consistently publishing relevant content through your law firm’s website, your audience becomes more familiar with your law firm. You are thereby building their trust and confidence and in the long run, your audience becomes your clientele.

Why content marketing is important for NJ lawyers

The greater portion of the populace has very little knowledge about their state laws. With almost every person owning a smartphone or computer, people no longer go asking their neighbors questions regarding legal issues. They make their queries on Google, Bing, Yahoo, etc. From a 2013 Google survey, it was discovered that about 96% of people seeking legal advice use a search engine. As law is a very complex field, people who make searches are looking for a simple enough explanation from an attorney on Google. Now when you offer quality articles on such legal topics, explaining the law in simple language, your audience are more inclined to regard you as a lawyer highly knowledgeable and competent in the practice. Now it is an obvious fact that a client is more likely to hire a lawyer in their own state because of the lawyer’s proficiency in the legal affairs of that state. This is why as a lawyer practicing in New Jersey, you must tailor your content to legal issues peculiar to NJ. Your audience therefore would be residents of NJ, and they are likely to hire you when they need consultancy or legal representation.

Content marketing tips for lawyers, NJ

Answering their questions through articles does not make your audience any less likely to hire you

A common question among lawyers is “if I answer the questions of my would-be clients through my content, would they still have any reason to hire?” To answer this, you first must know that content marketing is about building a network of loyal customers by engaging them in legal topics. Answering their legal questions and solving their issues online serves to build their trust and confidence in you as a competent Attorney. This is why the tone of your content should be engaging and friendly. When they perceive this, they are more likely to hire you when they are involved in a case.

The tone of your content should be engaging and simple

As law is complex, your audience requires someone who can break it down to a simple and engaging topic using clear and concise language, not legal jargon. When you can do this, you have won yourself a loyal fan base who trusts in your ability to discuss with them with a cordial air.

Your content should be up-to-date

As laws are ever changing due to amendments, it is vital that your content is up-to-date with the new laws. Also, you should find trending topics which your audience is asking about. When you publish content on such issues, they are sure to meet an excited audience.

Your content should not be boring

Boring your audience with sections and subsections is never a good idea. It bounces readers off your page. You can use interesting cases and infographics, but all these must be relevant to the topic and the audience.

The content should be relevant to the audience

Because you practice a special aspect of law does not mean you should write on every single topic on that aspect. As have been stated, content marketing is specifically focused on your audience and thus, it is only topics which your audience will receive with open arms that you should publish. This is why you must carry out research about what legal issues your audience is desirous to garner knowledge on.

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Content marketing as a way of building a network of loyal customers

From the name “content marketing”, what you market is content. This content could be in the form of newsletters, blog articles, webinar or videos, and this content must be such that discusses topics peculiar to your intended audience or educate them on issues that typically affects them. For example, you are a lawyer in New Jersey. Your intended audience are people in New Jersey who may need your professional expertise in NJ state laws. When you go into content marketing, what you have to do is find out what legal questions about NJ laws are these people asking? What legal issues do they likely face? Then you have to come up with articles or whatever content as you deem fit that provide answers or throw light upon these issues. By so doing, you are building a relationship with them such that they become loyal to your brand.

The ultimate goal of content marketing is to increase sales

Content marketing can be seen as a subtle way of bringing in new customers and creating loyalty in the hearts of the existing ones. By educating them on issues pertaining to what you sell, you become a credible, reliable and competent resource on issues that matter to your intended audience. This is why your topics must be relevant to your audience. That way, you get easily discovered when they search on such topics. By keeping your audience engaged in topics that matter to them, you become their primary go-to. Your name becomes clearly spelled out on their lips such that when they need a product or services such that you sell, they have full confidence that you are competent and reliable to offer the best. You are thus building your brand — you are thus generating improved revenue inflow.

Content marketing takes time and effort

It is worthy at this point to note that content marketing is not a one day, one week, or one year fling. No, it requires more time and effort. This is because content marketing requires you answering up to date information on pressing topics relevant to your intended consumers. For example, New Jersey laws often get updated yearly and for this reason, your content must be updated along with it if you distribute content regarding NJ laws. Also, to be able to build a loyal fan base, you must have proven yourself to be a reliable and all-knowing source of information. You must have touched virtually all topics affecting your audience, topics which also must relate to what you sell.

Examples of content marketing

As have been earlier said, content marketing is simply a way of educating your intended audience. So when you know your intended audience, you know what to provide them. A plumber who posts blog articles on how to identify and fix quality plumbing fixtures in the home is doing content marketing. An attorney in New Jersey who publishes content on NJ legal matters is simply doing content marketing. What WikiHow and Investopedia do by publishing articles is content marketing. Sainsbury magazine, a cooking magazine in the UK, carries out content marketing and it is reported that about 80% of its readers makes a purchase after reading their content.

Customizing your content for your audience

People find answers to their questions through the use of search engines such as Google. Through content marketing, your page will show up when users make searches on topics pertaining to your content.

In your content marketing campaign, it becomes, therefore, your desire for your business page to appear at the top of the search engine results page when such queries are made so that you can get noticed quickly. It is also important to know that a user will quickly jump out of your page if it is not well customized for them. That is why you have to have an in depth understanding of your audience, know what tone best suits them, and what they are looking for, before creating content.

Engage your audience

It is not enough to create content without engaging your audience. Your content is only as valuable as its ability to keep the audience interested and engaged on a long-term basis. This you can do by creating an avenue for them to subscribe to your page. By so doing, you would be building an addressable fan base, your content reaches them faster, and these become your customers and brand advocates in the long run.

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Discussing issues affecting your target audience and how their problems can be resolved through quality content goes a long way in building client-attorney relationship. Content marketing will only work when valuable content are distributed regularly and consistently. These contents must be relevant and valuable as search engines have a system for checking the relevance of contents before ranking them.

Carrying out content marketing as a lawyer

1. Your content should add value without being complex

Law being a professional field has a lot of complex jargon that you feel may impress your potential clients when you use them but this is not always true.

How well you can break down complex aspects of the law to your readers will go a long way in building their trust in you that you can make things simple for them when they hire you. Think about topics that pose a lot of questions to individuals within your target audience and throw light on such topics. Write as if you are discussing with a friend. When you answer their questions and offer insights into the issues they face, you are building a relationship. But do not assume for a minute that by resolving some of their confusions through your content that they may end up not finding any need to hire you. In fact, it so builds their trust in you that whenever they have any legal case where you are specialized, you are the first attorney on their radar.

2. Involve your lawyers

In your content marketing campaign, the content you publish should not only be available on your law firm’s website but your attorneys’ individual social media pages. Also, they should be involved in the content creation process as their insight into legal cases they have handled will be of immense relevance to your audience.

3. Define your content marketing strategy

A study revealed that more than half of the most successful advertisers maps out and document their content marketing strategy. But less than15% of lawyers practice this. Content marketing strategy should clearly define your goals, target audience, type of content, publishing timeline, and a system for measuring the outcome of your efforts.

Without a documented content marketing strategy, how is it possible to determine if your efforts are well synchronized with your primary goal or if they are yielding any results?

4. Have a metric system in place to evaluate your outcome

As earlier discussed, your substantiated strategy should include a measuring system for evaluating the outcome of your content marketing efforts. You should create an algorithm that will calculate and display the number of page clicks and visits, and their conversion rate. By tracking your outcome, you are better positioned to detect what you are doing right or wrong, and where there is need for improvement.

5. Get into the minds of your intended viewers

Before publishing content, you have to determine what legal issues most interest your target audience. What are the latest trending issues that affect them? What questions are they asking? Where do they go to get their answers? You then have to optimize your content to target these points. Post content on whatever platform your target audience prefers to get their answers from. That way, you get noticed by the right persons who actually want to read what you are providing.

6. Enlighten your viewers without directly advertising your services

It should be clearly understood that the objective of content marketing is never to put the services of your law firm at the forefront of your content but your audience. Content marketing is never to sell your services but build long-term relationship with your audience by giving them insight into complex legal topics. Answer complex frequently asked legal questions peculiar to your target audience and offer solutions to issues.

Through this medium, you are building your reputation as a trusted legal advisor and when they need an attorney, you are the first go-to on their minds.

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