Sure, some firms are content-producing powerhouses. From social media posts to thought leadership pieces, they seemingly have it all. Except, they don’t and here’s why—content only works if it benefits the client. Don’t let the flashy websites fool you. If the content lacks the how, what, when, where, and why, it’s not working and we can guarantee it’s not attracting new clients.
Firms that are busting out content left and right aren’t putting in the work. They’re coasting on “thought leadership,” buzz words, and persuasive language. Which is, according to the general public, the notorious way of the lawyer, isn’t it?
Work smarter, not harder.
Instead of following in the footsteps of these meaningless-content-churning firms, take a step back and evaluate your content marketing methods. Ask yourself: Will this add value to my viewers’ life? If not, trash it. What’s the point of creating hundreds of blog posts, videos, or Instagram posts if they’re valueless? Remember, quality beats quantity every time, especially when it comes to content.
Create valuable content.
You’ve probably heard the phrase Content is King, right? If not, let us enlighten you. In 1996, Bill Gates wrote an essay titled “Content Is King,” which was published on the Microsoft website. In it, he wrote: “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”
Now, think about how you consume your news, memes, what have you. Much like your potential clientele, your time is limited, which means you’re particular about what you click on and why. Let’s say your target audience searched for something like: How much does it cost to hire a real estate attorney?
Do you think they’ll click on a 1,000-word blog post on how great your firm is or a to-the-point video post that answers their question in less than three minutes? The answer here is simple—your audience is going to click on content that offers a solution to their problem. That’s usually why we search in questions or key phrases rather than singular keywords.
Video marketing is easier than you think.
We use the term “video marketing,” but in reality, video marketing is content marketing. (Content isn’t just type on a screen, you know.) A few years ago, keyword stuffing and poorly formatted blog posts worked. Today, however, things are a bit different and ranking on page No. 1 takes more than a few strategically-placed keywords.
The good news? Google loves video content. (Google owns YouTube, so make of it what you will.) According to filmora, you’re 53 times more likely to be featured on the first page of Google if your content involves video. That’s 53 potential clients you’re missing out on, give or take. Still unconvinced? We can help.
THELAW.TV produces effective marketing videos for law firms. We’ve produced more videos for law firms than any other company in the nation–that’s more than 200,000 videos. Choose from Video FAQs, like the ones we mentioned in this blog post, or Video Blogs. Either way, we’ll help you communicate a story to your prospective clients.
We’ve been working with top law firms for more than a decade. Instead of letting you flail in the wind, we provide firms with the most searched questions for their practice area, open and closing graphics. Unlike other legal video companies, we strive to help your viewers. They’re on the lookout for legal help, not a documentary–and our videos are designed to do just that.