A Tailored Content Marketing Strategy For Your Law Firm – Creating New Content and Utilizing Existing Resources
- Brent Harkins
In today’s competitive legal market, effective marketing for your divorce and family law firm is a necessity to stand out and attract potential clients. Content marketing is one of the most powerful tools a law firm can use to establish ethos, build trust, and increase its online presence. However, it can be challenging to constantly ideate fresh and engaging content for your divorce and family law firm.
Fortunately, your law firm can create multiple forms of content with a single concept to maximize their impact and reach. We will explore the benefits of this approach and share ideas to leverage one concept for various forms of content.
Developing Core Content Buckets For Your Law Firm
In order to effectively create one concept that can become multiple forms of content for your law firm, it is essential to determine your core content buckets (practice areas, lead acquisition, etc.). We recommend having anywhere from 3-5 content buckets to focus on. These content buckets will represent the primary themes chosen to reflect the overarching marketing strategy of a law firm. Without a strategy behind your content marketing, the pieces you create will not have the maximum reach or impact.
One method to determine core content buckets is by looking at your current performance data on social media. If you’re on Facebook already, your divorce and family law firm can utilize reporting features within Meta Business Suite for Instagram and Facebook. Additionally, you can use an external platform like Agency Analytics for all of your reporting needs as well or use Google Analytics 4 to figure out which pages on your website have the most traffic. If your firm produces written content such as blogs or frequently asked question pages, look into what topics see the most traffic on your website. Which blog had the most minutes viewed? Which FAQ pages got the most clicks? What newsletter topics were clicked through the most? Asking these questions and then answering with data is an excellent way to identify themes for your law firm’s core content buckets.
The statistics from high and low-performing content on your social media and website can help you determine what your content buckets should be by tracking what performs well and identifying qualities that generate top-performing content.
Creating A Variety of Content From One Concept
Once you have developed core content buckets for your law firm, you can then begin creating content and adapt that one concept into multiple forms of content. For example, let’s look at how “divorce” as a content bucket can be used to create multiple forms of content.
Blog Posts
Whenever a blog post is created for your divorce and family law firm, the topic should fall into one of your content buckets. Blogs likely live somewhere on your website, but, if a blog post only exists there, it is a lot more difficult to drive traffic to your website and to your blog post. Try creating additional content to promote the blog and the chosen content bucket to drive more traffic. Consider creating a graphic related to the blog post to share on social media and include the direct link. Additionally, consider creating a video relating to the blog to post as a reel or a TikTok as video content tends to see higher engagement rates which should result in higher traffic to the blog if your overall marketing strategy and content buckets were accurate.
Content can also emerge from previous blog posts your firm has published. Analyze which existing blog posts about divorce may still be relevant, or relevant again seasonally and share the old blog post in a new way whether you leverage a short form video or photo post.
Here’s an example of how the topic of divorce can be used in a blog post:
Frequently Asked Questions
FAQ content related to your area of focus can also be repurposed in a number of ways like video responses to questions, informative graphics, and stories. The FAQ sections of your website should address your content buckets. A simple way to drive traffic to those in-depth sections of your website is to create social content to influence users to learn more about the topic and visit your website.
For our example with the “divorce” content bucket, let’s see how this divorce FAQ website page can be used to create more content for social media:
Video Content
One benefit of marketing divorce and family law firms is that the attorneys at the firm have extensive knowledge in their areas of practice and you can use this to your advantage. Look through your marketing strategy and content buckets to identify strong topics to turn into long-form, informational videos. This long-form video content can serve multiple marketing purposes including but not limited to website content, social advertising content, and YouTube.
Video content can be taken a step further and edited into a mobile video format optimized for platforms like Tik Tok, Instagram Reels, and YouTube Shorts. Short-form video is one of the most popular forms of media today and shouldn’t be overlooked. You can make intense topics like divorce and family law matters easier for your potential clients to understand through a quick social media video. When turning a long-form video into a short-form video, it is important to optimize the content for the platform being used for the best results possible.
One tool we use to accomplish this is Canva. Instead of sharing a horizontal video optimized for YouTube on Instagram, remove the background in Canva and edit the main focus of the content into a mobile video template.
For our example with the “divorce” content bucket see how this YouTube video transforms over into a reel for more content:
eBooks
If eBooks are part of your divorce and family law firm’s marketing strategy (and they should be), this is another opportunity to turn one concept into multiple forms of content. Ebooks are a great way to not only help potential clients work through their issues, but it is also a great way to acquire new leads for your law firm.
Social Media Advertisements
When focusing on divorce, we can create paid social media advertisements. You can utilize ebooks or your long-form video content for these promotions. Below is an example of a divorce campaign we run on Facebook where users can opt-in to access a resource like an informational video or ebook. People can get the help they need while your firm is simultaneously gaining new leads that could become clients.
Podcasts
Whenever a legal professional from your law firm is speaking on a podcast, the audio and video (when available) from the recording can be repurposed into other pieces of content as well. The audio can accompany a graphic or image to share temporarily to a story or permanently to a social feed. Since podcasts tend to be longer in length, identify the highlights from the recording for repurposing with a call to action to check out the entire podcast.
Making The Most Out of Your Law Firm Marketing Content
By harnessing the full potential of each piece of content made for marketing your divorce and family law firm, you can create a diverse range of content formats, expanding your online presence and establishing ethos in your practice area. It is crucial to plan out your content strategy driven by data to effectively repurpose content with ease. If your divorce and family law firm needs assistance with anything marketing related, the team at Cardinal Concepts is ready to take your marketing strategy to the next level. Contact us today!
