The world is changing at a rapid pace with social media driving our everyday lives and unique content guiding everything from purchasing behaviors to product development. And when it comes to law firms, creating then implementing a content marketing strategy is critical.
Google has been making interesting moves recently around their search algorithms, and in particular gravitating towards and giving strength to sites that create unique, value-added content. Over the years the legal industry has always been slow to adapt in many ways (marketing strategies, technologies used, etc.) but now is the time firms can really shine.
When law firms are looking to kick off a new content initiative – like ramping up posts on their blog – it’s important to think about using the platform to help educate visitors versus trying to sell them something. From there you can start to create a strategy based on content that addresses questions you’ve gotten in the past, where things are going in the future, and so much more.
The most important advice we can give is to take a step back, really think through everything, create a solid plan then execute on it. Don’t have the idea to ramp up content then blast it off into the universe – take a rifle approach.