SMART Content Marketing for Attorneys

Content marketing is a strategic marketing approach that focuses on creating quality content that prospective clients and visitors find useful and relevant. The key is not to write for search engines but to write content that attracts a clearly defined audience. In turn, by having reliable and consistent content, search engines will reward you. Smart content marketing consists of five elements:

  1. Strategy
  2. Marketing automation
  3. Analytics
  4. Responsive web design
  5. Target audience

Types of Content Marketing for Your Firm

  • Blog Posts
  • Ebooks
  • Case Studies
  • Infographics
  • Social Media


Content creation is vital for the growth of your law firm. Having a set plan or strategy, in place is key for the success of content marketing. Your content strategy can include anything you create and own, including written, video, infographics, downloadable and visual.  The main reason why you need a strategy is to know how you will manage the content creation and to understand how and where you’ll use this content.

  • Who is your target audience?
  • How will you identify and address what your audience is seeking?
  • What sets you apart from other firms?
  • What content format will you focus on?
  • Where will this content be published?
  • Who do you have to produce and publish the content?

Marketing Automation  

Marketing automation is an approach to help you improve your overall content strategy. Content marketing can be time-consuming, and marketing automation enables you to automate your content tasks with specific tools and software, saving you time and money.

    • Social media automation software is used to schedule essential announcements, blog posts or other publications.
    • Google Alerts is used to identify additional content with your selected hashtags to share on social media or to draft new blog posts on the same topic.
    • Google Analytics can easily be set to send you automatic analytic reports of your content, making it easy to see what is getting traction, and what’s not.

One thing to be mindful with marketing automation is it leaves out the personal aspect of marketing that you need for marketing success. If you rely too much on software to post for you and collect data, you could be missing some crucial details.


Analytics is the data to help guide your content decisions, and it also goes hand-in-hand with your content marketing strategy. The more data you have, the better you can fix or hone in on what you need for content marketing success.

Analytics helps:

  • analyze where traffic comes from
  • understand if your marketing efforts are effective
  • know when you’re performing well and the strategies that are working
  • pinpoint high traffic and low conversion pages
  • pinpoint what days/times are best to post or share content across all social media platforms
  • provides web traffic reports, mobile and speed checks, and client information reports

Responsive Web Design

Responsive web design is creating the same level of user experience, no matter what device they are on. This isn’t to be confused with “mobile-friendly,” which means that it functions the same way as it would on a computer screen. And we all know what it’s like to have to move your phone to the side or pinch and zoom in your screen to see specific “mobile-friendly” sites, which doesn’t create the best experience for the user.

We are moving into a mobile-only world and very quickly leaving behind desktops. Google has started using the mobile version of your website’s content to analyze ranking and indexing, which means that responsive web design is critical.

What’s the Difference between Mobile-Friendly and Responsive?

  • Responsive websites respond and adjust to the pixel-width of the screen when being viewed.
  • Mobile-friendly sites do not adapt and appear the same way they would as if it was on a desktop.

Target Audience

Your target audience is extremely important and sometimes hard to pinpoint. This includes detailed knowledge of your target audience and demographics. While some law firms have focused on attorney achievements, most of the time, that’s not what the client is searching for online. Client needs and information directed to your target audience at a personal level is also essential to understand.

  • Google Analytics can help you with audience behavior, interests and insights on how they use your site and how long they stay on your website.
  • Facebook Insights help you understand the content that creates the most engagement, like videos, text or graphics. You can also determine the best days and times to post for your target audience as well.

Digital Insights

Content marketing can be time-consuming, and with so many marketing tips out there, it’s hard to know what to follow. If you follow the SMART content marketing for attorneys guide, you are one step closer to understanding your prospective clients better, which can lead to powerful marketing results.

If you would like to learn more about PaperStreet and our responsive web design, content marketing and SEO services, please contact us today. We are committed to helping you create a visually stunning website with content that genuinely understands your target audience.


Leave a Reply

Your email address will not be published. Required fields are marked *