However, if you are being disciplined and actually developing content on a regular basis, eventually this becomes more difficult. The reason is simple. We start coming up with fewer and fewer things to say.
So, how does one “find” ideas for new or “fresh” content?
Fortunately, law practices may find fodder for such material in several areas:
This can include anything and everything that is happening at the firm: new hires, new clients, new attorney accreditations, cases won or any other type of achievement. It might also highlight anything from the restructuring of a particular department to the opening of a new office to the fact that one of the firm’s attorneys has been asked to sit on the board of a non-profit organization.
Happenings in the Business and Legal Communities
The legislature passes or is considering a new law that will affect your clients and/or prospects… A decision has been handed down on a matter in which your firm is not directly involved, but on which you can provide expert insight and analysis… A business transaction occurs that promises to have major ramifications for the firm’s B2B clients… All of these events are potential gold mines of opportunity for the firm to develop new content, establish credibility, provide a service to its site visitors and most importantly, keep the search engine directories happy.
Specific Areas of Expertise
…And by specific, I do mean very specific. The law practice that focuses on personal injury can make some serious hay by developing content dedicated exclusively to motorcycle accidents, knee implant recalls, accidents involving pedestrians or anything else in which they’ve amassed a great deal of knowledge. Similarly, a family law firm can develop extensive content on divorces involving same sex partners or on pre-nuptial agreements. This is as true for the B2B firm as it is for those that target the public. The practice that offers services related to business transactions can generate lots of content on those transactions by focusing on specific segments of their target markets (e.g., franchisors and franchisees). And by content generation, I am not referring to the prototypical web site practice area page that gives a brief summary of what that area is all about and why the firm is so talented in this field. Rather, I am suggesting that the firm develop detailed (though inherently user-friendly) content which actually shows its understanding of that field. It is amazing when one thinks about everything one actually knows about his or her chosen profession. It’s also amazing how foreign it all is to the lay person and how much it’s appreciated when information of value is provided. Smart law firms leverage that fact.
Once they’re written, post them on your site. This ties in to that mentioned above, but it’s even better when the material’s been published. It is important to note that so many times the same content can be used in a multiplicity of ways. An article can be posted on the firm website, used as a blog piece, or even used as content for an email blast or e-newsletter and promoted through social media.
Announcements & Offerings
By these, I mean the kinds of announcements that prompt inquiries, telephone calls, leads, etc. These can be the promotion of a seminar, the offer of a free informational booklet or anything else that might sway interest in the firm. In most cases, I wouldn’t suggest inundating the firm site with such content, but at times they do make sense…and once again they can only help your firm’s SEO efforts.
In summary, the excuse that there is nothing to add to the firm website or that no good ideas can be generated just doesn’t hold water. In a world where economic conditions make some promotional activities cost-prohibitive, energies directed towards content development are a good way to market efficiently.Return to Legal Marketing Article Library