Is All Content, Great Content?

Content marketing is of course, the “new black,” with a litany of authors and speakers advocating that amid your marketing strategy, if you do nothing else, create content.

Whilst that is true to an extent, we’ve noticed a number of firms jump on the bandwagon, but in their haste, make some fundamental mistakes.

ONE

They create content for lawyers and not clients. In other words, whilst a lawyer in the practice may be stimulated by the latest Supreme Court decision, it may be a stretch to think that your existing or potential clients share the same view.

TWO

They have no content strategy. To put it another way, great content is always client-centric. We encourage firms at the outset in forming their content strategy to start with a persona. A persona is an example of your quintessential client that you name, describe who they are and when it’s time to write your next blog, do your next video, or podcast or periscope, you ask, “will this matter to this person, will they understand what I’m saying etc

THREE

They do content badly and it hurts their brand. It’s well evidenced that in the legal industry, client acquisition is often predicated on a person’s trust in you, as their potential lawyer. Increasingly, from an online perspective, we see significant traffic all across a firm’s online touch-points, as potential clients seek to learn more about the firm and specific members of the practice. Be very cautious when it comes to content creation, particularly video. Sure, periscope may be a trending consumer mobile app, but in the case of your law firm, do you sacrifice the quality of the video, the audio and the message in the haste to “be different,” “be innovative,” or “be creative.” If it is the case that your firm’s value propositions are based on these characteristics, then at least acquire a lapel microphone and a tripod

FOUR

They don’t understand the platform. For example, in the case of periscope, the app is for live broadcasts, of which you can obviously record and later upload to YouTube. But if it’s the case that your law firm considers it unlikely that you’re going to secure a good audience each Wednesday at 10.30am to watch your presentation, then cut to the chase and cut all your future videos harnessing better technology. That’s not to say you shouldn’t use your iPhone, but if you do, invest in a Rode Lapel Microphone, a couple of lights, a tripod and the app MoviePro. The grand spend will likely be in the vicinity of $300 and your quality will be enhanced on all fronts significantly

FIVE

They set up an expectation that they will ultimately fail to deliver on. We see it time and time again, a firm will announce to their email list, or their online audience that they can expect content from the firm weekly and after week 12 or before, the content dries up or the firm is failing to see traction

SIX

They step too far out of their comfort zone. Let’s face it, invariably lawyers are somewhat risk-adverse. In the litany of videos and podcasts we’ve done with law firms, there are those who cut it and those who don’t. It’s an editing nightmare to try and make it work for someone who clearly is uncomfortable. Don’t make the medium fit the lawyer, but rather the lawyer fit the medium.

We applaud any firm that has a commitment to content, but just by observing a few things, you can considerably improve both your message and delivery, whilst keeping your firm’s brand in-tact.

GIVE ME SOMETHING TO READ

Need some more information, or want something tangible to hand around to others in your firm.

5 July 2019 in Marketing Hub, Technology Hub

What is Settify and Why Your Family Law Firm Should Care

Every family law practice regardless of where they are located know how competitive the space is! From all predictions, it's only going to get harder with new boutique practices opening…
Read More
2 July 2019 in Marketing Hub, Technology Hub

7 Reasons Why Your Law Firm Should Not Use a WordPress Theme

Wordpress is often the first port of call for law firms wanting a website, but be careful if you’re considering to deploy a Wordpress theme.  We love Wordpress for law…
Read More
28 June 2019 in Marketing Hub, Technology Hub

Why Your Law Firm Website Needs Online Appointments

You don’t need us to tell you that “convenience” is a big thing these days, as plenty of industries from banking to restaurants to grocery shopping look to find more…
Read More
20 June 2019 in Marketing Hub

Beating Your Competitors With Google Ads

You only need to search the term “lawyers” in Google and you’ll see the plethora of law firms who are running ads. The exponential growth in the number of law…
Read More
17 June 2019 in Marketing Hub

Settify: What 10,900 Users Are Saying!

As a law firm marketing and technology agency, in our experience, it's a rare case indeed to find a software company to report the findings of user interaction with their…
Read More
25 May 2019 in Design Hub, Marketing Hub

Before You Launch Your Second Legal Practice Do This

There can be a good argument behind why a law firm should carve out a niche practice and give its own identity by designing and building another website but beware…
Read More
Keep your firm on the front-foot, without having to deal with a multitude of service providers.
Law Firm marketing business logo