Content marketing. Are you doing it wrong? 


Content marketing is perfect for attorneys because it allows them to showcase their knowledge and experience and give prospective clients (and the people who refer them) a taste of what it would be like to work with them. 

It’s an extremely effective, low-cost way to attract a steady stream of leads, prospects, subscribers, fans and followers, and new clients. 

No advertising or promotion required. 

There are two steps:

  1. Create content (or hire people to create it for you), and
  2. Post it on a website, blog, newsletter, podcast, or on social. You can also share it with other professionals and content creators who can share it with their clients and prospects. 

It doesn’t have to be brilliant. Or comprehensive. But it does have to provide helpful information.

Something attorneys can deliver in spades.

You educate prospective clients about the law and procedure, their risks, responsibilities, and options, and thus show them what you do and how you can help them (and their clients and prospects). 

Some attorneys tell me they don’t want to do this because it means giving away their knowledge and advice, the very things they charge for. “If I show people what to do, they won’t need to hire me,” they say, “they’ll just do it themself”. 

Au contraire. 

You don’t have to tell them everything. Just enough to get them to realize they need to talk to you about the specifics of their case. When they do, you get more clients, not fewer.

Or, go ahead and tell them everything. Tell them how to prepare and file the document or solve the problem. Some will. But these “freebie seekers” were never really prospective clients, so you lose nothing. 

A small percentage will do it themself and won’t need you. A much bigger percentage will try, mess up, and need you even more. 

Yes, some people will consume your content and successfully do everything themself. That’s okay. Because they will then hire you for something they can’t do themself. Or refer you to others who can’t or don’t want to do it themself. 

Bottom line, the more content you produce, the more you prosper. 

So, what do I mean by doing content marketing wrong? I mean not doing it all. 

There are a lot of things you can do to bring in more clients and increase your income but nothing is as simple and cost-effective as telling people what they need and want to know (and search for) and letting it do most of your marketing for you. 

How to create better content (and more of it)