In the world of law practice today, it isn’t enough to simply have a website – though the way that you position yourself online is crucial. A savvy lawyer should be using tools like social media, blog posts, and video in order to successfully market themselves and build their brand.

Are you succeeding in drawing in new clients using your current content marketing strategy? If not, here are some ways to revamp it and develop a plan that aligns with your brand.

Focus On Thought Leadership

Begin writing guest articles for different publications to establish yourself as a thought leader in your practice area. Make a list of the different outlets you read that you could see yourself writing for. A smart mix will include local and regional newspapers, trade publications, and authoritative legal websites.

Pitch their editors on a topic or area of your practice that you are knowledgeable about and could provide valuable insight on. For consumer publications, this could be legal advice. For publications read by your peers, it could be an op-ed piece on a hot topic. The more articles you have written in your name, the more well-known you (and your practice) will become. When published online, this is also an excellent way to develop links back to your page.

Choose Blog Topics Wisely

Take the same approach when writing guest posts and funnel it into your website. Your SEO strategy should target keywords based on the topics that your potential clients are searching for. Then, build quality content around these topics. The key word here is quality – avoid keyword stuffing, which will make your content seem inauthentic. Instead, provide your readers with valuable insight and advice that addresses their legal concerns and positions you as the best expert to help.

Figure Out Your Posting Schedule

Your audience should know when to expect to see new content from you. When your posting schedule is sporadic, you also pose the risk of throwing off social media and search engine algorithms. This will cause you to lose valuable eyes on your content, even if it’s high quality. Instead, decide how often you’ll post, create a content calendar, and stick to it.

Lawyers need to work hard to reach potential clients using every marketing channel available to them. Make sure you are making the most of your content to reach the widest audience possible.

Click on the links in this post to read more on how to make the most of your content.

If I can help you in any way with your strategy, please reach out at teahoffmann@lawstrategycrop.com.