Using the Power of Content Marketing Effectively
First, a Short Introduction to Content Marketing
For many law firms starting out online, content marketing isn’t something they’ve even heard of before. Let alone something which they’ve thought about seriously implementing for their brand.
With any effective marketing campaign, you want to identify and target your customer’s problems. This is achieved by providing them with an easy solution that fixes their problems.
Similarly, content marketing is all about understanding what queries your target audience are looking for answers to. And then, providing valuable sources of information which help them to fulfil that query online.
This content can come in a variety of different forms; including blog posts and how-to guides, to infographics, videos and even podcasts. As long as it informs and engages your target audience, your content can come in almost any shape or style.
If you’re not creating content that’s addressing what your audience is looking for, it’s never going to be seen. Thus, it could potentially end up being a waste of your time.
To illustrate, you may conduct keyword research that unveils lots of people are searching for ‘how to file for divorce.’ This presents you with an opportunity. That is, to produce a piece of content which answers this query in the most helpful way possible. Therefore resolving the searcher’s problems.
Then, when a searcher looks into actually filing for a divorce in the near future your firm is better positioned. As, when the searcher seeks a legal firm to assist them, they will likely turn to your company. This is because your content has provided value to them in the past. And, as such, they trust that you have knowledge and authority within the sector.
All businesses are built on connections and trust
You need to prove to your clients that you can offer them the best assistance with their issues. And your content can be the salesperson you need to help them make that decision.
Of course this is just one example of how content marketing could work for your law firm. It’s important to note that you’ll need to produce lots of content. Especially before you can be known as an omnipotent force within the legal sector.
Just because you’re writing content doesn’t mean it’s going to automatically be seen. You need to spend the time promoting it through other channels, such as your social media and newsletters. As well as ensuring it’s properly optimised to rank highly on your audience’s search results pages.
Your pages’ views, engagement and other SEO ranking factors indicate to search engines that you’re the go-to source of information. But only if your content is the best quality and the most relevant to a searcher’s query. So unless you can start gaining traction, you’re going to struggle to be at the top of any search results.
But once you start to build a bank of helpful pages for your audience this will change. And with successful promotion of your content, you’ll be well on the way to appearing in more search results. And perhaps more importantly inviting more prospects to your website.
Don’t forget about the power of backlinks!
It may seem obvious that the content on your website has an effect on your rankings. However, many brands and businesses forget about the impact that backlinks can have.
In terms of getting your brand ranking highly on search engines, backlinking is one of the biggest areas to focus your attention on.
In short, backlinking is when external websites of similar interest to yours hyperlink back to your site. Whether as a source of information or for further reading.
It’s important that a search engine can see who is linking to you. If they see that other websites consider your content worth sharing and linking to, this signals authority. Search engines will then be more inclined to rank your content higher because it is deemed quality and worth reading.
That means whenever you produce a new piece of content for your website, promotion should be part of it. For example, you could reach out to external sites to encourage them to give you a backlink.
Whether it be a press release you pass to news outlets. Or a guest blog post you write for an external site which includes a link to your own content for readers to find out more information. There’s no doubt that backlinks can be very lucrative for your content. And, they can be obtained in a number of ways too.
What Your Legal Firm Could Achieve With Content Marketing
Let’s imagine you are looking for a corporate law firm based in London. As such, you type ’corporate law firms London’ into Google.
What do you find?
A list of search results offering information about corporate law firms. However, only result number three is an actual legal firm, called Hudson McKenzie.
You click on the link.
It takes you to a page offering detailed information on the company’s corporate legal services. Which of course, they offer in London:
The first corporate law firm you stumble across in your search results offers all of the services you need. So there’s no need to go looking elsewhere.
In this particular example, one company has secured our prospective business. Purely because they were the first search result which resolved our search query.
And it’s this type of content which has the power to increase business growth for legal firms.
Aside from this, let’s dig a little further. It turns out that this webpage ranks for 52 other keywords in the UK, including:
In other words, this means one single webpage appears in the results pages for over 52 search terms.
Not bad for one individual piece of content.
In addition, of the total number of people searching for “corporate lawyer services” monthly, around 250 land on this page.
In terms of value, this page could be worth millions in potential customer revenue for Hudson McKenzie.
This is a great example of how valuable content marketing can be for legal firms.
10 Great Examples of Content Marketing Used by Legal Firms
“Whether it’s Google or Apple or free software, we’ve got some fantastic competitors and it keeps us on our toes.” – Bill Gates
To stand out as the best brand in the industry, you need to stay ahead of the competition.
In terms of content marketing, this means running a detailed website and competition analysis. This will help you to see where you currently stand against them. As well as what kind of strategy is working for them. And most importantly, which tactics you can apply to your own strategy to make yours more effective.
Competition analysis can give you some fantastic insights about your industry. This includes helping you to identify gaps in the market for your content.
For example, you can read our following legal website analysis and competitor reports:
Competitor Analysis Lets You Know Who You Need To Beat
Having content analysis to hand provides your marketing team with a benchmark. This will help them to understand what needs to be achieved with your content.
In addition, it can also be a great source for inspiration. Especially if you experience writer’s block and aren’t too sure what to write about. Or if you’re unsure how to get started on a particular topic. By taking a look at what your competitors have done, you can find the creativity you need. And start creating your own killer content.
As such, we’ve put together 10 specific examples of legal firm content marketing campaigns. These have had great success or are extremely effective.
Use these as a basis to analyse your website’s current bank of content. Or think about how you could adopt some of these legal content marketing approaches within your own strategy.
1. Using PR to Drive Backlinks to Your Website - Slater and Gordon Lawyers
If you’ve ever been on Slater and Gordon’s website, you’ll notice that their menu includes a ‘Newsroom’ section.
This is filled with different types of content, including: podcasts, long-form articles, journals, webinars and industry-relevant events.
Their ‘Newsroom,’ offers a wealth of content on a lot of legal subjects which they specialise in too:
- Personal injury
- Medical negligence
- Wills and trusts
- Group litigation
- Dispute resolution
- Court of protection
If you take the time to browse their content in detail, you’ll notice an interesting strategy. One which involves producing content based upon industry developments and report releases.
And because it’s so current, this hybrid content-PR strategy makes for a great backlinking opportunity.
As a result, a range of global news publications pick up on their content regularly.
These publications create their own articles from these PR and reports. And then link back to Slater and Gordon as the initial source. Which in turn, provides valuable backlinks to Slater and Gordon.
For example, here’s two of the articles they have written, both of which have been picked up by The Guardian:
With a high domain authority (DA) of 87, The Guardian is a fantastic publication to receive a backlink from.
Search engines like Google infer high DAs as proof that brands are trustworthy and credible. And, if such a trustworthy organisation is linking to someone like Slater and Gordon, then search engines will take note. As a result, they will prioritise Slater and Gordon content higher in results page rankings.
Aside from gaining backlinks from The Guardian, one of these articles also received backlinks from a further 12 websites.
This list includes Yahoo, who, with their domain rating of 91, offers great credibility for Slater and Gordon’s content.
In fact, from a search engine perspective, their website is absolutely killing it:
And 100K of legal traffic per month isn’t bad for a legal firm. Clearly, this also explains why Slater and Gordon is now one of the biggest legal firms in the UK.
How their content strategy works
This legal content marketing strategy involves being hot on the pulse of any industry developments. Then turning each development into news-worthy content. Content which can be distributed to journalists.
It’s a win-win scenario. Not only are the journalists being given content on plate. But, Slater and Gordon are building their credibility by featuring in global publications.
As a result, the law firm is earning valuable backlinks for their website – with an average of 20 each week!
The strategy is so fool-proof that they have released over 1,000 pieces of content in this way.
With an airtight strategy, Slater and Gordon have transformed their website into a central hub of knowledge for legal affairs.
By focusing on current affairs and offering valuable new stories, big news outlets turn to them for content. As such, it is deemed relevant and newsworthy.
2. Using Podcasts As An Effective Tool for Communication - Hempsons
In today’s increasingly chaotic world, podcasts have become an effective form of media for busy consumers. Instead of having to sit down and focus on reading something, consumers can absorb information by listening.
Specialising in healthcare and social care law, Hempsons are a great example of how podcasts can be used effectively.
They utilise this format to dissect complex subject matters and convey them in a simple and easily digestible way.
Running anywhere between 10 and 45 minutes in length, Hempson’s podcasts are short enough to keep listeners’ engaged. However, this length also means they’re not too snappy on the details either.
And, with the average UK commuter spending just under an hour travelling each day, podcasts are ideal. Hempsons podcasts are short enough for listeners to learn something new. But, without taking time out of their already hectic schedules.
They’re also available on major podcasting platforms, including Google and Apple. This means they’re readily accessible to hundreds of thousands of consumers interested in their subject.
With a good microphone and recording app, podcasts can be a much quicker type of content to create than others. For instance, such as articles, videos or infographics.
Thus, busy legal firm Hempsons can focus their energies on other important areas of their business.
In fact, their podcasts are so popular that other websites have added links to them on their own websites. And this is another great example of others sharing Hempsons content. In this way, their content is shown to different audiences they normally wouldn’t be able to reach:
Example in action: the HCSA, a charity which provides NHS procurement
This content is also helping to gain Hempsons valuable backlinks:
With a high domain authority (DA) of 38, Laing Buisson is a good website to receive a backlink from.
Laing Buisson is an authority in their area. And is the ‘chosen provider of independent sector healthcare market data to the UK Government’s Office for National Statistics’.
As such, a link from them is a perfect example of an authority backlink obtained via content marketing.
Clearly this legal content marketing strategy is working for Hempsons. Their podcasting efforts receive backlinks, shares, and 5* reviews on iTunes.
Not only are Hempsons changing the form of traditional storytelling in law. They are communicating a detailed subject matter in a clear and concise way. And as such, becoming the go to legal authority in their area of expertise.
Over time (as this was started in September 2020), their podcast should be a great source for growth.
3. Richly Detailed Content To Gain Traffic & Backlinks - Clifford Chance
Clifford Chance have taken legal content marketing to another level.
They are potentially one of the biggest legal firms playing in the content marketing field. With their website offering a wealth of information for knowledge-hungry B2B brands, known as the ‘Financial Markets Toolkit.’
It contains presentations, how-to guides, interviews with experts, podcasts, webinars, videos, brochures and a whole lot more.
And, their website has published thousands of examples of great content across all formats.
All of which are focused on helping law firms to improve their business models.
In fact, the ‘Financial Markets Toolkit’ is so large, it actually exists as a sub-domain to the firm’s main site.
It’s hardly surprising – most brands would only dream of having thousands of helpful webpages on their site.
It has a DA score of 58. With rankings for over 2,400 keywords, and 640 average monthly visits from searchers. As such, this sub-domain is strong enough to stand on its own two feet as a fully-operational website.
As impressive as Clifford Chance’s content marketing is, it’s important to note that this is a big operation.
They likely have a dedicated team of content creators as well as ample resources. A lot of time and money has gone towards making it what it is today.
While this type of content may be above your current budget and staffing potential, it’s a great source of inspiration. And it’s well-worth spending some time to take a look at what they have on offer.
More importantly, look at the growth it has driven over the years:
This is a great example of legal content marketing in action.
4. Utilising Online Reviews & Recommendations - Stowe Family Law
Recommendations and referrals are still quoted as one of the most powerful tools in marketing.
In 2019 alone, 93% of consumers turned to online reviews to choose which company to spend their money with.
Just think about the last time you bought a particular product or service. What was it that made you choose to part with your cash? Was it the compelling product description? Or was it from reading a glowing five-star review about them?
This is particularly important when it comes to making large financial decisions, such as choosing a legal firm. You want to really make sure the brand can deliver the service they promise to. As a whole, we often look for reviews and recommendations to help influence our decision.
In fact, in a recent large-scale survey, approximately 65% of clients said that their decision to hire a particular attorney was influenced by online reviews.
The Stowe Family Law firm understands the power of referrals when looking for a legal firm. As such, they have crafted a dedicated area on their main homepage solely for client testimonials.
These reviews act as social proof for the firm. Any prospective clients who land on their homepage are instantly greeted by great recommendations and transparent, honest feedback.
The Stowe Family Law firm homepage receives 11% of their total traffic, with an average of 2,100 monthly views.
Positive reviews can take a law firm to the next level online. They indicate to the customer that this legal firm can be trusted.
Of course, word of mouth is excellent at drumming up new business. But, it can’t compare to the capacity that online reviews can bring. Especially in terms of website conversion.
So take advantage of this fact on your biggest advertising channel: your website.
Reviews are a major part of Stowe Family Law, and likely a key factor in their online growth too:
5. Building Relationships via Webinars - Irwin Mitchell
Over the past year, webinars have surged in popularity.
They allow people nationally and internationally to come together online, to learn more about particular themes, topics or questions.
Often running between half an hour to an hour in length, they’re quick and easy to organise.
Plus, they offer more interaction than traditional types of content marketing. As audiences are typically able to submit to Q&As. Or can comment on discussions via a live chat function.
Law firm Irwin Mitchell focuses part of their legal content marketing strategy’s attention on delivering weekly webinars. Viewers can sign up to watch the event live. Or can choose to stream the recording after it’s been published.
But, whether their audience chooses to watch their content live or streamed, it doesn’t matter to Irwin Mitchell.
Becasue when viewers sign up to their webinars, they’re asked to enter their name and email address. This is a crucial stage for Irwin Mitchell in capturing prospective customers. As it signs them up to their mailing list.
If you try to watch any of the webinars in their library, you’ll be asked to enter your email address. As such. you’ll likely end up receiving future marketing correspondence from them.
These webinars are also an extension of Irwin Mitchell’s wider content marketing strategy.
If you navigate to the blog on their website, you’ll notice that they publish articles written by industry experts.
These authors offer both quality content and credibility for the brand’s authority.
As part of their content marketing plan, these topics are often touched upon in the weekly webinars too.
This is a perfect example of how content can be adapted and re-used to reach an even wider audience base.
And it has been a key engine for their growth, too:
If you’re looking to make the most of all the content you have, think about how you could create multiple forms of content based upon one topic or niche within your industry.
In other words: Reform and reuse.
Reusing content is a great way to target different media users.
It also provides you plenty of room to work out if there are better ways of reaching your audience.
6. Guest Blogging to Build Backlinks - Osbornes Law
One of the most effective ways of gaining backlinks is to act as a guest blogger for other relevant websites.
Not only can guest blogging build your credibility as an individual author. But, by featuring on external sites (with high domain authorities), you could be improving your SEO rankings.
Osbornes Law is an exemplary brand in showing how guest blogging can be an effective tool. Especially when it comes to for gaining highly lucrative backlinks for a legal firm.
Often, when Osbornes have created a piece of content, such as a blog post, they’ll adapt it to be used on an external site. Then, they’ll encourage users to read the full article over on their own site by linking back to their original content.
For example, Osbornes recently collaborated with parent blog, Mummy Mummy Mum. They produced an article based on cycling safety for parents with children who are looking to ride without stabilisers.
Osbornes’ contribution was the visually enticing infographic. This featured some scary statistics on the dangers of cycling. But it was also hyperlinked. Meaning that anyone who clicked on the graphic would be taken directly to their website.
With a domain authority of 38, Mummy Mummy Mum’s blog was a strong backlink for Osbornes to have obtained. As such, it helped to boost their credibility on search engine results.
This single activity earned them over 41 backlinks from 15 domains, Increasing Osbornes visibility for 6800 keywords.
Not a bad result from just creating an infographic.
Osbornes have tapped into an ingenious way to gain easy backlinks. That is, by creating a simple yet visually enticing infographic. To replicate their success, consider using infographics as part of your own legal content marketing strategy.
7. Using Content to Offer Company Insights - Freemans Solicitors
As much as you want to share relevant and news-worthy topics on your website, it’s your website. That’s why it’s also important to have enough detail about your own firm available. And why you should also include the types of services you offer.
As an expert in family law, Freemans Solicitors do this incredibly well. They show how effective legal content marketing can be in raising awareness of your firm. And, especially by highlighting the services you offer to potential clients.
The legal firm offers lots of content-heavy web pages. All of which are rich in detail. With each providing insight into the type of service they offer. Or focusing on exactly how they can help.
Each page follows the same template for writing (most likely to speed up the process). However, the detail within each page is unique to the specific legal services which they offer.
For instance, take this page on ‘Family, Children, and Divorce:’
It offers a wealth of information. What happens when families break up? And the different options you can choose from should you need to divorce as a parent.
This page alone receives 62% of their total traffic, with an average of 4,200 monthly views.
The page actually ranks higher than their homepage.
Clearly, this is due to the wealth of detail within it. In fact, it ranks for over 120 different keywords.
So, if you thought creativity was the fundamental of all great content marketing – think again.
Sometimes, the devil is in the details. Detailed information on the types of products or services you offer can be enough to increase your site traffic. And, it can get you the right kind of customers.
8. Using Social Media as a Tool to Bring a Brand to Life - Hodge, Jones & Allen
Social media is an essential (and free!) marketing channel which every business should be utilising. With even serious legal firms adopting it as part of their content marketing strategy.
Not only can social media be another avenue to reach potential clients. But most importantly for legal firms, it personifies the brand.
Most consumers are often met with faceless logos and serious messaging on legal websites. But, social media presents an opportunity to humanise law firms. These platforms can bring a company to life. As well as build relationships with their audience, by showing the people behind the legal firm.
Hodges, Jones & Allen are a great example of how effective social media usage can be. Especially when used as part of a wider digital marketing strategy. They utilise social media as a legal firm to make themselves and their firm seem more ‘human.’
The brand only focuses on a few central social media channels – Facebook, Twitter, LinkedIn, and YouTube. They use it to update followers on company updates, offer helpful insights, and promote their employee’s successes.
They use a range of visual content which works effectively on social media. This includes helpful explanatory videos on complex areas of law. As well as quirkier ‘day in the life’ style vlogs.
As such, this more informal tone definitely puts prospective clients at ease. These people will feel as though they have forged connections with the company’s employees. And that’s before even entering into a professional conversation with them.
And we know how important that foundation of trust is in helping sales later down the line.
Finally, these social media posts often include a link back to their site. Thus, encouraging visitors to continue on the sales journey.
The Hodge, Jones & Allen homepage receives 19.5% of their total traffic. With an average of 3,600 monthly views. This is helped by links from their social media pages.
So, post regularly. Even if you haven’t got room in your strategy to make new content purely for social media.
And ensure you’re still actively posting relevant updates. Or at the very least, links to your new and interesting articles. You never know what prospective clients will click-through to your website!
9. Creating a Loyal Following Through Social Media - Freshfields Bruckhaus Deringer
Freshfield’s Bruckhaus Deringer shows us another effective example of legal content marketing.
A great use of social media is to build a loyal following of users. That is, users who actively share and regularly engage with your content.
With a combined following of over 140,000 users, Freshfields Bruckhaus Deringer (FBD) shows just what it takes. They publish engaging and relevant content which taps into their audiences’ interests.
Tailoring their content to different clients, FBD tweaks their content for the purposes of the platforms they’re active on.
For example, their LinkedIn tends to share more company updates and uses technical jargon for B2B clients.
They often share short videos, averaging around 3 per month. These videos involve discussions between their employees regarding complex legal matters across the world.
For example, the one below is a discussion on the New York Circular City Initiative Report which is launching soon.
Naturally this is something which will be more in tune to the interests of legal professionals on LinkedIn.
They’ve also made use of LinkedIn’s journal feature. This allows users to publish their writing for free and share them with other professionals.
As such, FBD prioritise this feature in their content strategy. They publish journals from their partners which they believe their B2B followers will be interested in reading.
In addition to this, the content is also highly shareable. So whenever a professional does share their content, they’re raising their own profile. As well as adding to their credibility as an authority within the legal industry.
Meanwhile, their Twitter is more informal. It shares employee updates, interesting news, reads and podcasts links for any B2C clients interested in law.
Below, you can see a link to one of their recent podcast episodes. It offers advice to start-ups and budding entrepreneurs. More specifically, on the types of corporate governance they need to be aware of.
This type of media is far more tailored to those interested in the legal industry. Or those looking to get into working in law in the future. As opposed to those who already have a level of expertise and want to know about cutting-edge developments.
FBD shows the power of tailoring your content to your different audiences, based on the platforms which they’re active on.
FBD receives an average of 27,000 monthly views. This is helped by links from their social media pages, through various articles and links.
Before launching social media as part of your content strategy, make sure you have refined your audience.
And be sure to know exactly which social media platforms they’re using. It’ll help to ensure you’re not wasting your time. Or else you could end up promoting content to the wrong audiences.
10. Effective Email Marketing for Traffic Growth - Birketts Solicitors
Think of all the places where you’ve had to input an email address before proceeding to a webpage. Or in order to download a file.
And then, how many newsletters you’ve subsequently had land in your inbox as a result.
Yet we rarely unsubscribe from them. Why? Because they actually offer us valuable information that taps into our interests.
Using content to grow your newsletter list is something legal firms should be taking advantage of. And it’s one thing which Birketts does really well.
They have placed a form directly on their homepage. It encourages visitors to sign up their newsletter and keep up-to-date with relevant news and information.
The Birketts homepage receives 36.5% of their total traffic. With an average of 3,500 monthly views. All of which can instantly see their email sign up and links to social media channels.
Birketts further encourages users to follow them by linking to their social media profiles. They do this at the bottom of all their ‘Insights’ pages. As well as changing the colour of their ‘stay up to date’ subscription button to grab readers attention.
By always having the option to subscribe to their content across their entire site, Birketts remind visitors regularly to engage.
Even if social media doesn’t quite get them the email address they wanted. They can continue to funnel content to their audience through social media campaigns. And as we know, social media can be a very powerful tool.
This is an important reminder when you start to build the content hub on your website. Don’t forget to offer your visitors plenty of opportunity to submit their information to you.
Over time, building that audience adds up. And it can be a clear route to direct customers. Especially towards the content you want them to read.
Speaking to customers constantly means your will be top of mind when they do finally decide they want legal help.
Even if they don’t want to sign up to your newsletters on the homepage. You should still utilise your content to obtain email accounts too.
The more effective you are with your email marketing, the quicker you will grow.
Content marketing is a powerful tool for any business. And even legal firms can reap the benefits of effective legal content marketing strategies. Like the 10 exemplar firms we’ve looked at, it’s about providing insightful, quality and engaging media for audiences.
In fact, to stand out against your competitors in today’s modern marketplace, content marketing is a must for law firms.
As demonstrated above, there are at least 10 major legal UK companies investing in content marketing. And it’s a great way to drive lots of profitable site traffic. So if you want to keep up with them, you need to start thinking about a targeted content strategy.
Working With a Marketing Consultancy to Accelerate Your Business Online
As effective as researching the current market is, content marketing is a hugely time-consuming process. And it’s one which requires a lot of time and dedication.
Often, this isn’t something which many smaller firms can do freely, without causing damage to other essential areas in business.
Instead, many companies turn to a marketing consultancy like ours. One which is experienced in helping brands grow online through content and SEO marketing.
We are experts in what we do. Even running comprehensive website analysis reports to find out exactly what it takes for brands to have impactful growth online.
All of our conversations start with an obligation-free chat. So why not get in contact today. And find out exactly how we can help you to start making an impact for your brand.