Content Marketing for Law Firms

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What is content marketing?

"A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience - and ultimately to drive profitable customer action."

Content Marketing Institute

This section includes

  • Overview of Content Marketing
  • Content Marketing vs Disruption Marketing
  • Importance of Expertise, Authoritativeness, and Trustworthiness.

Why is Content Marketing important? Content marketing is the creation and dissemination of articles, images, audio (podcasts), videos and infographics for the purpose of online lead generation.

Content is the cornerstone of any online marketing strategy. Content is built to capture the attention and educate your law firms potential clients. Once the client has educated themselves on a relevant topic. They will naturally feel your law firm has the expertise and authority to help them solve their legal problems.

Content marketing allows a potential client to research what they want, when they want and feel comfortable with reaching out to your law firm when they are ready.

Content makes it possible for potential clients to find your law firm. By creating content that can be promoted through search and social platforms it gives relevant clients.

content marketing cycle

Content Marketing VS. Disruption Marketing

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Traditional marketing such as TV and Radio are considered disruption marketing. Disruption marketing is disrupting a client during a time they are wanting to be entertained. Disruption marketing is largely irrelevant due to no previous intent. It requires reaching out to large numbers of irrelevant consumers in hopes that just a few might need your services. It also requires the consumer to go out of their way to look up or write down your contact information at that very moment.

Content marketing is built for a searcher who intends to seek out your service. Content marketing done properly builds an organic space on the internet and is strategically placed based on search intent. Good content should educate and answer simple to advance questions that the searcher may have. It should educate the searcher on the entire process and outline the laws and consequences of their legal issues.

Great content and strategy will be rewarded with higher rankings on search engine result pages.

With a great content marketing strategy you can be placed in front of your ideal client at the exact time they are most interested in your services.

This narrows down your target audience and puts you in front of someone who needs your help that very moment.

Content marketing strategy should be based on your ideal client and the needs they have. Your content should be informative and helpful. Great content is all about helping the client take a step by step journey that solves their greatest problem.

With great content you build expertise, authoritativeness and trustworthiness. This is exceptionally valuable to Google and they will reward your business with high organic rankings for relevant keyword phrases.

Content Marketing Research

When we create content for law firms we start with content research. Our software, AHREFS, gives us a real boost by pulling large data sets from Google.

If you do not have access to AHREFS you can use Google to do your research.

Researching the competition

We analyze your competitors websites including content, keywords and backlinks.

We start off with a main keyword phrases and associated popular broad keyword phrases.

A simple Google search will produce your top competitors content that has already proven to rank high in search engine rankings.

We analyze your competitors content that ranks high in Google search result pages. After analyzing competitors content we use the "Skyscraper Strategy". The Skyscraper strategy is to one up competition by going more in depth and providing more value than what is currently ranking well.

We use SEMRush software to analyze keyword density, keyword variations and keyword phrases often used. This gives an understanding of how to align your goals with what works in search.

Related topics are also populated in Google search result pages with the feature "People also ask". People also ask are popular questions searchers type into Google that are related to your main keyword phrase.

"People also ask" serves up the most popular questions searched. This gives you a look into the collective thoughts of searchers that are looking for your service.

Use these questions to build a content strategy. By answering these questions in simple words on your website you are creating content your potential clients want to know most about.

To be clear I would not add these questions word for word and definitely not copy and paste them. That is plagiarism. When we use this research we are answering these questions in our content in our own words. We don't use a FAQ style layout we answer the questions in an outline layout.

We also use a Google chrome extension 'Keywords Everywhere'. The websites we use Keywords Everywhere extension includes:

  • - the data is shown right under the search textbox.
  • Google Search Console - the data is shown in the Search Analytics page.
  • Google Analytics - data shown in the Organic and Search Engine Optimization -> Queries pages.
  • Google Trends - data shown in the queries widget.
  • Google Keyword Planner - data shown in a new column.
  • Google Search - data shown under main keyword as well as related searches.
  • YouTube - data shown under the search box.

The keywords Everywhere extension populates web pages for related keywords. It populates with google keyword search volume, cost per click and competition data on each keyword phrase.

Using this keyword tool allows you to see what keywords are most popular. We build content around these popular phrases. We use the volume metric to know which phrase will send the most traffic to your website.

YouTube research.

Another Chrome Extension we use for content research is VidIQ. This Chrome extensions is for Youtube and adds valuable insights into how videos rank high in Youtube search results. This is very important because YouTube is the worlds second largest search engine next to Google search. Google search also ranks relevant videos directly in search results giving your law firm another place in front of highly targeted potential clients.

YouTube search results.

youtube search results

VidIQ YouTube search results.

vidiq youtube results

You can see VidIQ has added a lot of data for us to analyze directly in YouTube search results.

It provides the videos watcher rating, channel subscribers, social shares, and all the videos tags.

The value here is tremendous for uploading our law firm clients videos.

We research the main topic of our video by searching it on YouTube. We analyze the top videos thumbnail, title, and tags. We then use as much of that information as relevant to our clients video. Doing this gives a big boost in chance to rank at the top of YouTube search results.

There is also the added value that if we use the same tags and have highly relevant title and video description our clients are more likely to show up as recommended videos. Recommended videos have the opportunity to automatically play after the current video. It is also shown on the sidebar as under "up next". It can also be recommended on users home page as content they maybe interested in.

up next YouTube

up next YouTube

Content Creation for Websites

Website design is very important. You want to display professionalism and care with design. Website design is very important to represent your law firms brand. Website design is important but high quality copy and content makes the money.

When we create content for a law firm's website we use this process.

  1. Find the topic
  2. Create the plan
  3. Write an article
  4. Optimize the article for SEO
  5. Analyze mentions
  6. Measure the impact
  7. Revise and improve the article

When we write content for a law firm we begin with the core pages.

  • Home page (main landing page)
  • Attorney(s) Bio
  • Contact Page
  • Main Practice Areas (Broad topics you want to focus on)
  • Focused Practice Areas (Secondary topics that focus on specific subjects covered by main topics)
  • City Pages (Each office location should have its own city page with contact information)
  • Blog Pages (Events or topics that supplement main pages but attached to a certain time or place)

The top 1/3 (top of the fold) of your home page should clearly display a variety of elements all in one look.

Contact information including phone and address.

Social icons that open in a new tab or window. This is for 3rd party of verification such as reviews. Personality posts on your social pages are a plus.

Law firm name and logo.

Lawyers that work at the law firm.

A familiar view such as the local city in the background.

Easy to use navigation to go straight to the most relevant content for the visitor.

All elements should be properly coded to explain to search bots their purpose.

Content Creation for SEO

Content on your website will determine where you rank on search engine page results.

There are hundreds of ranking signals used by Google. Google uses these signals to determine where and how to rank a business.

A law firm being a local business has a lot of advantages with marketing. Google treats your law firm as a local business.

This allows law firms to be ranked in

  • Google Search Results
  • Google Maps
  • Google My Business
  • Local review platforms (Yelp, Birdseye, etc.)
  • Social Networks

Content Creation for Social Media


Content Dissemination

The first priority is to have the foundation of your presence is built. A web presence foundation includes cornerstone pages on your website, local platforms, and social media accounts filled out completely.

The next step is to disseminate content across your profiles. This is to build and grow your power base. By sending out information to your profiles you can engage with past and current clients. The main reason is to grow your network in a similar way as word of mouth.

This can increase referrals and new business if done correctly.

The strategy I use is to build out the foundation of the website. I then piece out that content as post to social with links back to the website.

We also constantly build new, relevant, fresh content.

As you grow a library of content and sending out post it will be creating a larger and larger presence on the internet. This presence eventually turns into omnipresence across all channels. Website pages, posts, client reviews and being placed on search engine result pages puts you in front of past and potential clients every time they are online.

Lead Creation & Conversion



  • What is content marketing
  • Why is content marketing important
  • Content Research
  • Content Creation
    • for website
    • for social media
    • for backlinks and Press Release
    • The cost of content creation
    • Buzzsumo, Google Trends, SEMRush
    • Outsourcing content creation
  • Content and SEO
  • Dissemination of content
    • Social Media Calendar
    • Social Media strategy
    • Social Media content ideas
    • Social Media Advertising
  • Lead generation with content
    • CTA's

Content marketing is

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