Do you know that about 96% of the people looking for legal help start their search on the internet? This means that valuable content can boost your law practice immensely. However, it is essential that you know how to create a balanced SEO and content marketing strategy? Digital marketers are often accused of focusing only on the searchability of the material. On the other hand, content creators get flak for ignoring keywords in favor of creativity. As an attorney, you need to chart a middle path where a perfect blend of information and optimization forms the bedrock of your law firm internet marketing plan. The following tips will help attorneys create valuable content that will be loved by their audiences as well as search engines.
1. Identify The Audience’s Pain Points
Most of the time the content creation strategy starts with identifying relevant keywords. This is not the correct approach. Key phrases are vital for getting your material discovered by search engines but choosing the keyword-first approach can take the focus away from the audience. This means that you will create well-optimized material with good online visibility. However, it will not resonate strongly with the audience and therefore, not many of them will convert. You should start by identifying the pain points of your potential clients. Find out what are the specific areas in which they need assistance and the kind of content they are consuming. This will give you an idea about the type of material they will be interested in.
2. Research Your Competition To Understand Their Strategy
You can get an insight into your target audience by researching your competition. Just like you, your rivals will also be using content to impress and win clients. Identify rival websites which are publishing material which is attracting a large readership. Take a look at the kind of topics they are discussing. Read the text to know their writing style and any other strategies. Moreover, check how they insert key terms into their write-ups. There are tools which help in monitoring content performance through analytics. You can also analyze the backlinks included in the posts to assess their performance. This will help you to learn what kind of optimization tactics are driving results.
3. Conduct Keyword Research With Various Tools
Once you have understood your audience’s specific needs, you can finalize some topics for your content. The SEO team will already have identified some keywords for your website and targeting them. Find out which one of them can be integrated into your content creation plan. Conduct keyword research to find more relevant terms that are being searched by people interested in your practice area. Chances are you will be using the Keyword Planner tool provided by the Google Ads service. This is a free solution and almost every marketer relies on it for research. It will be pertinent to do the job with various tools to get an extensive idea of what people are exactly looking for. There are numerous free and premium solutions that can help you discover more related keywords for your subject. There will be times when you feel that a high-performance keyword is not fitting in with your content creation plan because the audience requirements are pointing at something else. In such cases usually, people discard the plan in favor of the valuable term. However, this tactic is not going to be productive because if the readers do not find the content valuable, even if it is highly visible, they are not going to convert.
4. Choose Writers Who Know About SEO
Writers hold the key to a successful SEO and content marketing strategy. A good writer will craft highly-readable material but if she does not know about optimization, the post will not be easily discoverable. Select people who are aware of search engine optimization and the best writing practices associated with the field. Composing content for achieving marketing goals is like walking a tightrope. You have to write for people but in such a manner that search engines discover the matter easily. An experienced professional will be able to seamlessly blend the terms in a piece. This will fulfill both the objectives of providing value to the audience and optimizing the write-up. Posts related to the law industry can be long and difficult to understand. Seasoned professionals will break the posts into different sections with relevant sub-headings and use legal jargon only where it is necessary.
5. Integrate Your Law Firm’s USP Into The Material
The objective of content marketing is to build up the reputation of the attorney as a thought leader in his/her practice area. In order to achieve this goal, you have to integrate the USP of the brand which in this case is a lawyer or law firm, into the material. This is, again a critical task which needs expert handling. You cannot be overtly promotional as the audience will then treat your post as purely marketing material. A good way to bypass this problem and include your firm’s unique expertise is by mentioning an example or personal experience. Let’s say your corporate law firm handled a complex merger successfully. Now, if you have the permission of your client to talk publicly about the transaction, then you can mention how you handled certain aspects of the deal. You can slip in a reference of how you resolved an issue during due diligence, in a post on the topic.
A balanced SEO and content marketing strategy is essential for the success of any digital marketing plan. The suggestions mentioned here will help attorneys in effectively targeting their audiences as well as search engines.