Content marketing is a simple and effective way to market legal services. It helps prospects and the people who can refer them to find you, through search and sharing, shows them what you do and how you can help them, and shows them why they should choose you instead of other lawyers or firms who list their practice areas and services but provide little or no evidence of their knowledge and abilities.
It’s “education-based marketing” and has a long history of success in marketing professional services and other service businesses in a multitude of niches and markets.
But is it right for you?
Many attorneys say it won’t work for them because they don’t have enough time to do it, or they don’t have enough to write or talk about.
If that’s you, I urge you to try it, or, if you have tried it, try it again. Find a way to make it work because not only is it a simple way to bring in new clients, repeat business and referrals, it’s a great way to build your reputation as a leader in your practice area or market.
Even if you already have an effective marketing program in place and don’t “need” anything else, find a way to write or record something.
It doesn’t have to be brilliant. You don’t have to write journal-quality content, just a few words or thoughts or ideas relevant to the people in your target market or niche. A short message that lets you connect or re-connect with people you know and people you want to know is more powerful than you can imagine and takes less effort than you might fear.
Sending an email to 50 people is a lot easier than meeting with them in person, and nearly as effective.
You can write about subjects you’ve written about before (as I am doing right now); if it’s worth saying once, it’s worth saying again. And it doesn’t have to be original to you. Write about what other lawyers, experts, business leaders, authors, and others write or speak about. Tell why you agree with them or where you differ. What you liked about what they said and what you didn’t. Give your opinion, share your stories or thoughts, or just summarize theirs.
Or “steal” their ideas and write your own piece. Yes, you can. I do it all the time.
How often do you need to create or publish something? Once a week, or once a month, or even once in a while. Anything is better than “never”.
Hold on. Enough with all the questions. Instead of trying to figure it all out before you start, just start. Write something and send it to someone. Send it to one person. Someone you know or someone you want to know.
Can’t think of anyone? Send it to me.
Do it today. You’ll be glad you did.
