The internet is a wondrous thing. It has shrunk the playing field, connected people all across the globe, and given us videos of animals doing the cutest things.

Its incredible advancements have not come without a cost, especially when it comes to marketing your legal practice. With more options at our fingertips, it can become harder for people looking for legal services to find you. While this is challenging enough for full-time marketers, for lawyers trying to practice law and sustain a firm, this can provide real obstacles.

One of the ways I advise my clients to cut through the noise is with content marketing. Creating content is not only a way to garner attention, but it will help position you as a thought leader in your practice area. If you create compelling content then you might not have to worry about knowing your SEOs from your ABCs.

Just how do you make your content stand out? While no one has the magic answer to that question, here are a few ideas to put you on the right track.

1. High-Quality Content

While it should go without saying, it is important to remember that any content you put online should be highest possible quality. Number one, everything you do reflects on you and your firm. A poorly written blog post or a think piece riddled with typos will not inspire confidence with potential clients. Secondly, the irony of the internet is that while it moves at the speed of light, nothing is ever forgotten. Once content is out there, it is out there. Remember that and make sure what you write is something you will be proud of today, tomorrow, and ten years from now.

2. The Longer the Better?

While the internet has done amazing things for the world, it has brought havoc to our attention spans. Which is why this next suggestion might sound a little heretical. With content today… longer might be better.

Instead of quick posts several times a week, consider putting out one longer piece. Longer form pieces have the capacity to build trust with your readers. If it means enough to you to write 1500 words, then maybe it will signal to potential clients that they should pay attention.

Also, longer pieces help with your SEO. Google likes to see people spend time on your page. Give them a reason to!

3. Keep it consistent.

One of my clients is a contract lawyer. He was interested in writing blog posts as a way to increase his visibility online. I thought this was a great idea and encouraged him to go for it. A few weeks later I looked at what he had written, and the topics of the posts were all over the place. If I didn’t know him I would have thought he was a jack of all trades but a master of none, and kept looking for a lawyer.

I suggested he spend the next month only writing about vendor relationships. He took my advice, wrote four articles about vendor contracts, and all of a sudden people started contacting him. By narrowing his focus and going more in-depth on those topics, he established himself as someone with in depth knowledge of his field. That is exactly the thing people are looking for when they are looking for legal services.

Do you have any other insights on content marketing? I’d love to hear them! Feel free to leave a comment below.

Until next time!


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