5 Strategies For Law Firms To Engage Clients Through Content Marketing

In today’s digital age, content marketing has become an essential strategy for every business, including divorce and family law firms. Law firms can effectively engage with their clients and build a strong online presence by leveraging the power of content marketing. This approach not only helps them provide valuable information to their clients, but also positions them as thought leaders in their respective legal fields, establishing credibility in a competitive market. While there is not a one size fits all solution for engaging divorce and family law clients through content marketing, here are five different ideas to consider implementing in your law firm’s content marketing strategy with client engagement in mind. 

1. Blogs, FAQs, and Service Pages 

One of the most engaging and effective content marketing strategies is to create educational information across your website like blog posts, frequently asked questions (FAQs), and legal service pages. Law firms can publish articles that explain complex legal concepts, offer advice on common legal issues, and address questions your potential clients may have about their legal situation and how your firm operates. By providing valuable insights, law firms can establish trust and position themselves as authoritative sources of information. 

To gain insights on what type of blog content your target audience is curious about, it is important to do some keyword research. This will help guide you to produce higher quality content that resonates with your audience. Take a look at what people are already searching for as it relates to your location and industry. For example, if you are a divorce and family law firm in Minneapolis, Minnesota, keywords to direct your blog content could include service and location terms like: 

• Quick divorce in Minnesota 
• Divorce Attorney Near Me 
• Alimony in Minnesota 

From these 3 keywords, examples of blog content to create could include 

• How To Get A Quick Divorce in Minnesota 
• Choosing the Best Divorce Attorney Near Me
• The Ultimate Guide to Alimony in Minnesota 

Additionally, services pages are an excellent area to implement your keyword strategies. By having strong, detailed service pages on your website, this encourages potential clients to spend more time on a given page on your website, ultimately helping out both the user and the SEO rankings. 

By creating content that your audience is already curious about, engagement rates are likely to be higher, driving more traffic to your website.

2. Client Success Stories and Case Studies 

Sharing real-life case studies and client success stories allows law firms to demonstrate their expertise and problem-solving abilities. Not only does this help highlight successful outcomes, but it is also a great way to showcase how your firm has helped clients navigate legal challenges and reassure potential clients that your firm can successfully handle their case as well. 

3. Educate and Inform

Blogs and FAQ pages are not the only way to engage and inform divorce and family law clients. Staying up-to-date with the latest legal developments and sharing them with clients on your website, through social media, or even via email showcases a law firm’s commitment to keeping its audience informed. By analyzing and providing insights on recent legal changes, firms can demonstrate their understanding of the evolving landscape. This is an area where you can showcase relevant legal news in a way that is applicable for your industry. 

For a divorce and family law firm, consider sharing content to engage with your audience when legal updates in the industry pass. For example, a divorce and family law firm in Florida could engage their audience by creating content to share how the state’s new alimony laws will impact divorce clients in Florida through a blog, but also on social media or through a short email. 

4. Social Media Engagement 

Social media platforms like Facebook, Instagram, and YouTube allow law firms to share their content with a broader audience. In the United States, over 300 million people use social media in 2023, with 74.2% of adults using Facebook. Content that tends to have a higher reach on social media algorithms like video or reel content  can reach people you may otherwise miss with targeted and paid social media efforts. 

Social media also has features where the audience can directly interact with your content via discussions, polls, quizzes, response boxes, etc. Law firms can build an active online community and foster client relationships through consistent engagement on social media platforms. 

Here are two content ideas to consider for divorce and family law firm social media engagement opportunities: 

• Transform static posts into video (reel) form content: Social media algorithms are favoring video content in 2023. In order to keep up with this, consider putting an emphasis on creating video content with simple text animations and other animated elements, instead of sharing a basic photo or graphic. Furthermore, law firms can create videos for many other topics including Q&A sessions or even video podcasts to visually communicate complex legal concepts and connect with their audience on a more personal level.
• Share story content that your audience will engage with: Try sharing an informative post from your social feed onto your story. Consider how your audience would engage with the various elements to guide this strategy. Some simple ideas could be to add a  poll or question button to your story or to ask what they would do in this situation, questions about working with your firm, or a request for what types of content they would find beneficial. 

5. Follow Up Email Sequences 

Sending automated emails as a part of a sequence is an excellent way to get more engagement from your potential clients and make the most out of your content. Going through a divorce or dealing with family legal matters can be both complicated and stressful. Regular communication through follow-up emails helps clients feel supported, informed, and reassured throughout the process. A well-structured email sequence can outline the steps and phases involved in the legal process, expected timelines, potential challenges, costs, and help your law firm remain top of mind whenever a potential new client is ready to take the next step. This helps manage client expectations and reduces surprises along the way. Additionally, having follow up sequence emails planned can help leads from falling through the cracks by keeping qualified leads in your communication pipelines. 

Content Marketing For Divorce and Family Law Attorneys 

Content marketing presents law firms with a powerful tool to engage with clients, showcase their expertise, attract higher quality leads, and build lasting relationships. By providing valuable and relevant content, law firms can establish themselves as trusted sources of information and nurture a community of engaged clients. Embracing these content marketing strategies and adapting them to their unique brand identity can help law firms stand out in a competitive digital landscape and ultimately drive more highly qualified leads to their practice.

For assistance with engaging your divorce and family law clients with strategic law firm content marketing efforts, contact Cardinal Concepts to see how we can improve your law firm’s client engagement through content marketing.