5 Tips for Creating Engaging Legal Content
Content is king, at least that is what all the digital marketing and SEO blogs say. It can sometimes be a daunting task to come up with unique, engaging content that is not repetitive of your existing content or competitors, especially in the legal industry. However, there are content opportunities everywhere, sometimes you have to think outside the box. Here are five tips for creating engaging legal content:
1) Choose a target topic and audience
The first step to a content plan is of course the subject you will be writing about. Usually the subject is something relevant to your law practice, or something you are authoritative on. However, you are not limited to just legal subjects you know or practice, there are many other content ideas you can use, which we will explore. You can also base your content on a target audience. For example, if you are looking for motorcycle accident cases, you would draft up a set of content around motorcycle accidents, drivers, pedestrians and other related topics to this subject. You can also perform keyword research, find what keywords are searched more, and include these words in your content, but this should not restrict your content creation process.
2) Provide value to users
The best type of content provides value to users. Value can come in many forms, but the goal is to keep the interest of website visitors. If someone is looking for information on divorce or even potential divorce lawyers, they are more likely to find your site and stay on your site if you have a slew of interesting divorce content. Certain pieces of content provide more value than others. For example, if a user is looking at two different divorce pages and one page discusses a law firm’s divorce experience and how to contact them, while the other page has “Tips for divorce settlements” and “What to do after divorce” along with their experience and how to contact them, what do you think is the more engaging page? Value for website users is usually in the form of information, but there is other value you can provide. Content involving community service, scholarship offerings, current events, etc. provide even more than just informational value.
3) Be an authority on the subject
Users want information from authoritative sources, know your subject and try to provide something that other existing pieces of content cannot. If you have been practicing estate planning for 30 years and know some tips and tricks that others may not, perhaps even relative to your geography, try to include that type of information. Highlight your experience and what sets you apart from other law firms, and how you may be able to help vs another service provider. If you are new to a field or subject, get someone else who is authoritative to help you or produce the content for you.
4) Use current events
Current events are great source of topics for content. They show users and search engines you are relevant and up to date. It is likely people are searching for current events or information around them, so you don’t have to worry as much about keyword research although your keywords should ideally still relate back to your website. In the legal industry there is often a changing law or hot topic, try to find these topics and create content around them, especially if it relates to your practice. You can even use popular news and try to relate it back to your practice. For example, if a celebrity divorce is happening, create a piece of content about high net worth divorce, or mediation/litigation talking about that current event and eventually ending with a call to action for your firm.
5) Think outside the box
One of the best ways to create engaging content is to think outside the box. As discussed above, content does not have to be bland or repetitive, even in the field of law. Good examples of outside the box content are current events, scholarship offerings, contests, media coverage/press, community service, changing laws, business accomplishments/awards and more. Each of these pieces of content provides user value in multiple ways and solidifies you as a legitimate business and law firm. Have fun coming up with new content ideas and watch your traffic and leads grow!
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Disclaimer: While every effort has been made to ensure the accuracy of this publication, it is not intended to provide legal advice as individual situations will differ and should be discussed with an expert and/or lawyer.For specific technical or legal advice on the information provided and related topics, please contact the author.