For years, a huge part of marketing for law firms and other businesses has included short blogs that were intended to help their readers/clients/potential customers gain insight and provide answers or information about a particular issue or topic. Well, in recent months, it seems that times have changed with regard to what type of content is more effective from a marketing standpoint.
So, should you continue blogging or opt for writing other types of content? Of course, blogs are typically quick and easy ways to provide readers with quality information that is easily digestible. But if the goal is to increase rankings, firms may want to consider other types of content.
Longer Content is Looking Better and Better These Days…At Least in Google’s Eyes
Writing content that is at least 1,000 words or more will greatly enhance your site and improve your rankings. We at PaperStreet have proven this by conducting real world tests with a number of clients on specific topic areas. Adding or increasing content to above 1,000 or even 2,000 words has led to an increase in rankings for clients within a few weeks of publishing.
Additionally, according to our review of Google Analytics, you will also have the added benefit of clients spending longer time on your site and the overall bounce rate from your site will likely decrease – both very positive benefits!
Newsletters are Another Option
If adding or increasing the current pages on your website isn’t all that appealing to you, perhaps you should consider sending newsletters on a less frequent basis. Newsletters, just like long-form content pages, can also provide your readers with more in-depth information than weekly or bi-weekly blogs, particularly since the reader will likely print and/or save the newsletter to review at a later time. Putting 2,000 words on a page and asking a reader to take it all in on your weekly blog may be a bit much, as many readers’ attention spans will not last beyond the first 500 to 600 words.
Become the Authority on a Topic: Readers May be More Interested in What You’re Offering
Higher quality, in-depth information may prove to be more interesting to readers than shorter blogs. For lawyers, it is important to get enough detailed information out to readers and potential clients. However, instead of simply stating the law and why they need your services, consider adding some interesting, more personal information in your longer content.
Readers are often intrigued by personal touches, especially when they come from an attorney. Being able to write a bit more than usual regarding a personal experience or the experience of a friend or prior client who may be in a similar situation to the reader could prove to be invaluable and could ultimately lead to countless more calls to your office!
Getting and keeping readers is the key to having a successful marketing campaign. Consider expanding your horizons and venturing out into the world of long-form content. If you need help with getting started on this journey, PaperStreet Web Design is here to help. Contact us today for more information.