If you are creating content only because someone told you to blog and post something on your website, then stop! Content should have a purpose and should have the same accountability as your intake department, your receptionist, or your website. You wouldn’t just slap a web page together and call it your own, would you? If you would, then stop reading. This post isn’t for you.
This post is for the law firm or business that is passionate about their digital marketing strategy, or the law firm or business that is about to start a digital marketing strategy and doesn’t know where, how, or why to begin. You may be confused or overwhelmed with SEO, content, social media, inbound marketing, and more.
I want to help you get started. I want to give you the confidence and knowledge it takes to develop a strategy with basic SEO techniques, that will get you results. Yes, content alone can work for your legal website of you are free of technical SEO issues. However, you have to understand that anything organic takes time; it takes commitment just like any diet or work out plan.
Okay, let’s get started.
Starting Your Content Marketing Strategy
Pinpoint your reason for creating content
Who are you writing to? Who is coming to your website? What type of content will you create for the different stages of the buying cycle? (See Yvette’s presentation about this). Create a persona for your clients.
Evaluate your website content and navigation
What content is on your site? Who is it targeting? Are you answering all the questions a user may be asking? Go beyond your main pages and create a silo for each practice area. If you’re writing about work injuries, write a page about each injury in detail and include images and video if they are available. This is good for optimization.
Centralize your content
Create a database for your content. You can do that with a spreadsheet that will help you organize topics, tags, dates, where you shared the content, and more. We write 1,000s of pages monthly, so we had to build a more comprehensive database internally. But you can easily start with Excel. This can be helpful for jotting down ideas for topics as well.
What are your competitors doing? What posts are people sharing and liking on social media? You can use BuzzSumo for help or your social media analytics (insights) for data about preferred content and demographics.
Research some more
What keywords are you targeting? I like to use SEMrush.com for research or sometimes just a Google search because the tools can show a low return depending on the amount of traffic the term or topic is getting.
Create a calendar
Again – content (and social media posts) should have purpose. Creating a calendar will help you organize it all. When you create a content calendar, it helps you prepare for future content like holidays and special offers. Start with a 60 day content calendar.
Pick two or three social networks to which you can devote at least three hours weekly, and find influencers. Start commenting, sharing, and building a relationship. These will hopefully be the people that will eventually help boost your content once you create that relationship. Create a FB audience and begin sharing your content.
Now that you are engaging in social media, use it to see what content is buzzing. The research you do here will help you get some ideas down on that spreadsheet I told you to create.
AUDIT YOUR WEBSITE
Before you begin writing your new plan, researching your content, researching competitors and keywords STOP and have an SEO Consultant run a Technical Audit for your website.