Slideshow: A New Approach to Content Strategy for Law Firms

Peter Boyd

December 4, 2015

Our Founder, Pete, spoke at the UnProgram for the Academy of Florida Elder Law Attorneys this morning about a new content strategy called The Law Hub.

Check out the big ideas below and view the full presentation.

Create a Content Strategy

1Content Strategy – 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.  Evergreen content examples can be:

  1. Provide Direction – Create “How To” articles that are maintained and don’t grow old (Ex: How to file/respond to patent claims)
  2. Studies – Studies on specific areas of law or changes in the law (Ex: Timeline of changes to a specific law or case history).
  3. Lists – Resource lists for a particular practice area (ex: In-depth list of all product recalls)
  4. Present Tools – Utilize tools or calculators for specific practice areas (ex: Child Support Calculator)
  5. Use Artwork – Try creating graphs and timelines of events
  6. Publishing Plan – You need a set plan for 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.
  7. 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.

Implement The LAW HUB

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Your content needs to educate. It needs to inform users, set you apart, and provide information to potential clients. Once you are set out as an industry leader, people will seek you out long-term, either through referrals or search. It needs to be the portal about your practice. You need a LAW HUB of information.

What’s a LAW HUB?

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Your site should be about your core practice area.  Stop writing about me, me and me.  Yes, you need to have information about your firm and biographies, but do not make that the feature.  Instead, focus on how your firm services a particular industry or practice areas.

Dominate your area with all available information online.  Become the resource topic. Have multiple, competing groups?  Great, you can break your practice groups into various sections and have detailed information on each, but stop focusing the website on “Me” content.  Instead, focus on the client issues and how you can solve.

Blogging is Out

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The problem with traditional blogging is that good content gets buried.  Sure, it can be found via search, but the casual browser of your site is not going to find the best pieces that you wrote several years ago.  Instead, you need to curate your content.

Once a post is written, read, it is gone after a week or two.  We want to change this dynamic.  Your best content should always be available.  Your best content should be curated into topics, categories and sections, with a plan for each client to easily digest.

The Future of Law Firm Marketing is Changing

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The firms who simply put up a static website about their firm, practice, bios and a few blog posts will fail online from a content marketing standpoint. Content marketing is not just about you.  It is about resources the firm provides, for free, to the public.  You need to set yourself apart as an industry resource.  Firms that invest in publishing worthwhile information will succeed.

Keeping Reading About LAW HUBS

If you are interested in editing your design and content to be resource-first, let us know. PaperStreet is looking for law firms who want to make the switch.

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