A New Approach to Law Firm Content Marketing
Your content needs to educate. It needs to inform users, set you apart, and provide information to potential clients. Once you are established as an industry leader, people will seek you out long-term, either through referrals or searches. It needs to be the portal about your practice. You need a LAW HUB of information.
The current approach to law firm blogging and content strategy needs to be improved. Historically, law firm blogs have high bounce rates, short lifespan, and low engagement. Let’s discuss those three areas of concern and see how we can improve:
- High Bounce Rate – Your bounce rate is the percentage of people who land on your site and leave the site without visiting another page. Blog content usually has a high bounce rate because articles are singular in focus, without related materials, which means users simply move on after reading one post.
- Short Lifespan – The content is has a very short life expectancy, which also results in posts being consumed and forgotten.
- Low Engagement – Finally, even if a user likes the original post, they may not find related content. Engagement is limited to one-time posts. Only a select few blogs build a consistent following.
Law Firm Blogs Can Improve
If you blog a few times a week, then you end up with 150 plus blog posts by year’s end. Great quantity, but most likely if you review your analytics you will have a high bounce rate (75% or higher), short lifespan on posts, and overall low engagement from your audience.
In order to combat these issues, we need to rethink how law firm content is created, produced and published. In short, you need a content strategy, a set publishing plan, and new technology platform to maximize your writing investment. You need evergreen content. Evergreen content is content that can be reused and does not expire. Your strategy should be to focus on your key practice area and become the resource on the topic. Consider the following ideas/tips:
- Provide Direction – Create “How To” articles that are maintained and don’t grow old (Ex: How to file/respond to patent claims).
- Studies – Studies on specific areas of law or changes in the law (Ex: Timeline of changes to a specific law or case history).
- Lists – Resource lists for a particular practice area (ex: In-depth list of all product recalls).
- Present Tools – Utilize tools or calculators for specific practice areas (ex: Child Support Calculator).
- Use Artwork – Try creating graphs and timelines of events to help explain numerical information.
- Create a Publishing Plan – You need a set plan for a yearly, quarterly, monthly and weekly articles. You need at least one yearly research project, four quarterly pieces to bolster your central topic, monthly articles that are planned out and weekly posts as needed.
- Utilize Technology – You need not just a blog. You need a LAW HUB. A blog is simply a running list of ideas, whereas a LAW HUB guides the user into relevant articles and education materials. The key difference is a blog is often a running list of articles versus a curated and related lists of articles.
With a content strategy, publishing plan in place, and solid technology, we can turn any website into a LAW HUB.
Examples of LAW HUBS and Similiar Websites
The Code Academy
The Code Academy provides resources, tutorials and courses to people who want to learn HTML and CCS. In the screenshot below you can see how the page is broken up into units. On the right-hand side are links to additional resources and more additional information.
Khan Academy provides math resources for students and adults. The links on the right-hand side direct users to specific information about each category.
Learn More about the LAW HUB
Check out our other resources on the LAW HUB approach to content marketing for lawyers:
- Slideshow: A New Approach to Content Strategy for Law Firms
- The Problem with Law Firm Websites (and How to Fix It)
- How to Transform Your Current Website into a LAW HUB
- How to Set-Up a Content Marketing Plan for Your Law Firm
- How to Get Your Law Firm to Blog