Rand Fishkin of Moz spoke passionately about why good unique content needs to die (see here) in May 2015. In that, he made the point that good content isn’t going to break through the noise.  The content that you produce needs to be great, and by being great, you’ll command the attention of your audience.

What makes great Legal Content Marketing?  That will depend on your target audience and how well you were able to pinpoint their profile. It’s easiest to start by what makes bad Legal Content Marketing. That’s what we’re going to look at in this article. Audiences care about receiving answers to individual questions.  They don’t want to know that the firm was founded in 1985, they want to know if those years of experience will be able to help them in their legal predicament right now.  The biggest drive for Content Marketers is to make their content engaging.  Direct, firm-focused material generally does not receive high rankings for engagement.  We suggest being useful, inspiring, or amazing. 

Focused on the Firm

Audiences care about receiving answers to individual questions.  They don’t want to know that the firm was founded in 1985, they want to know if those years of experience will be able to help them in their legal predicament right now.  The biggest drive for Content Marketers is to make their content engaging.  Direct, firm-focused material generally does not receive high rankings for engagement.  We suggest being useful, inspiring, or amazing. 

One-Trick Pony

Don’t just leave the same static site design up and forget about it. There are a host of ways to get your audience’s attention, and it’s worth a look into changing it up every once in a while. Use video, make some slides, change your site design, but keep moving and measuring what captures attention. 

Lasers, Not Shotguns

Know the people with whom you’re talking.  Every piece that is written, every cool little meme, every part of your Legal Content Marketing campaign needs to be focused on your target audience.  While it’s true that everyone will need legal advice at some point, what population is most likely to need your legal advice in the near future?  Create material that speaks to them.

Bringing it to the Larger Stage

 

You spend all of your time developing content strategies that produce vibrant, creative content.  Once it’s been developed, however, there might not be enough promotion to get it to the people who need to read it.  It’s said that you should spend the same amount of time promoting the content as you do creating it.  Are you doing this? 

Legal Content Marketing, and the larger world of Content Marketing has many pitfalls.  It’s one thing to produce good content, but it’s still quite another to produce great content that fires on all cylinders and gets in front of readers. Fortunately, by knowing what not to do, you can avoid the worst mistakes.

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