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Why Content Marketing For Law Firms Doesn’t Have To Be Boring



Why Content Marketing For Law Firms Doesn’t Have To Be Boring

Content marking is essential to any business’s strategy to acquire new customers and build authority for the brand.

The hard part is that creating exciting and engaging content for fields in a more serious line of work can be challenging.

But, figuring out the best way to resonate and potentially inspire potential clients to reach out doesn’t need to be an arduous process.

Instead, you can take some simple steps to better your content marketing strategy.

It’s time for content marketers to reinvent the way they look at creating content for a ‘boring’ niche.

Rethinking Content Marketing For A ‘Boring’ Niche

Content marketing presents numerous opportunities to think outside the box and engage with a target audience.

While many aspects of digital marketing and search engine optimization (SEO) can be highly technical, web content provides a space to get creative and speak to your audience on a deeper level.

Unfortunately, this is a missed opportunity for many marketers who aim to focus on the technical gains of content marketing.

In other words, sometimes they miss the point: that content is meant to reach and resonate with your client’s audience.

The ultimate goal is to help your client make more money by creating content that brings people back to their website and entices them to contact the law firm.

The stereotype is that marketing for a “boring” niche often becomes a self-fulfilling prophecy.

Marketers expect “boring,” so they produce “boring.” This doesn’t serve your business or your clients well.

Now is the time for marketers and SEO pros to shift their perspectives on content marketing for legal firms and open their eyes to how creative content can help their clients.

Legal Content Marketing For Relational (And Technical) Gains

If you go into content marketing only thinking about the technical benefits, you only see one piece of the puzzle.

High-quality, creative, authentic, and conversion-friendly content opens the door to links and rankings and can serve your clients in many other (arguably, more important) ways.

Effective content marketing can:

  • Position your client as an authority in their niche.
  • Increase brand awareness.
  • Generate leads.
  • Drive traffic and circulation.
  • Encourage partnerships with other brands.
  • Secure speaking engagements and networking opportunities.
  • Drive free publicity.
  • Improve their social media presence.
  • Identify a new market.

Being mindful of these possibilities frames content marketing in a new, relatable way.

Moreover, it opens up opportunities that marketers may have been initially blind to in their strategy.

Moving Beyond The Usual KPIs

Content marketing isn’t solely about the algorithm. Instead, it’s about forming new relationships (professional, technical, or otherwise) with your clients.

That could mean creating content that:

  • Speaks directly to your client’s audience, increasing brand loyalty.
  • Secures them a spot at a prominent speaking event.
  • Opens up a new market for them in a typically crowded niche.

Focusing on KPIs will only get you so far. Instead, think outside the usual framework of content marketing, and you will tap into the creativity that shapes content built for relational and technical gains.

3 Ways To Get Creative With Your Legal Content Marketing

No more boring blog posts. There are many more creative ways to drive brand awareness, generate links, and land more opportunities for your legal clients.

Below are three innovative strategies for creating authentic and conversion-happy content for law firms.

1. Appeal To Each Step Of The Customer Journey

Know your audience. Rather than casting a wide net when creating content, the best route is to create pieces that relate to each step of the customer journey.

It’s crucial to research the demographics of the existing client base and followers among their online platforms and listings.

Breaking down the demographics, looking at reviews, and finding the content that was performing highly can give insight into how you address clients at each step of the customer journey.

The customer journey consists of several stages: the Discovery, Nurture, Purchase, and Retention phases. And the approach you use in your content will differ for each phase.

Ideally, you’ll be creating content that resonates with your client’s audience every step of the way.

Discovery Phase

Otherwise known as the “information gathering” phase, potential customers in this phase notice what grabs their attention and are actively looking for more information.

This can be an opportunity to create engaging, thought-provoking, or emotional content.

This content should meet the user’s intent and encourage them to take notice.

For example, if your client practices family law, you may want to create content like “3 Ways To Tell That Your Partner Is Considering A Divorce” or “To Adopt Or Not To Adopt: 3 Families Share Their Stories.”

These examples are eye-catching and niche-related but don’t overwhelm the reader with information too much information in the title.

In other words, it lets them know you understand their struggles and can speak their language.

Then, this content can be circulated in ads, social media, or online forums to get it in front of the right people.

Nurture Phase

People in the Nurture phase have already interacted with your client’s brand in some way but may not be ready to make a purchase.

Perhaps it’s not the right time, the budget isn’t there, or they need more information.

This reveals more opportunities for engagement.

This is an excellent time to conduct market research to determine what your client’s audience struggles with most and what the deciding factors are in their buying process.

Often, you’ll have to contact these people via an email list or lead generation tool. You may choose to run a remarketing ad or an email campaign.

Create content that nurtures their feelings of relatability with the brand.

Addressing the fears around cost, trustworthiness, expertise, or other concerns you uncover in your research through the content you produce can have a lasting impact.

Purchase Phase

Your leads are ready to buy, so how do you get them there? It may take a bit of coaxing.

This is where marketers generally lay on the charm – and by charm, I mean a call to action. Think about the next step the potential customer should take.

For example, include internal links they can click on to navigate to your service or contact pages. It’s also crucial that your client is available to receive questions at this time since this can be the last step before they commit.

You should also provide more in-depth, brand-neutral information. Testimonials or case studies make people feel your client’s brand is the best fit for them.

You may want to circulate content that differentiates your client from their competitors. You can do this through strategic guest posting on:

  • Well-positioned blog posts on other sites.
  • Facebook groups.
  • Forums.
  • Other places where potential clients may be interacting with the brand.

Retention Phase

So, your legal client has closed a new client – now what?

In the legal field, it may seem like once a lawyer-and-client relationship ends, it’s all over.

However, there’s always a chance that this client may need help with legal issues in the future – or could refer a friend or relative their way.

These contacts should be available via an email list or CMS for follow-up contact. That way, they can send content that maintains brand awareness and loyalty to their clients.

One option is to send an email once the engagement has ended.

This can be to thank them for their business, ask for a review, and prompt them to follow your client on social media. Then, you can run a continuous email campaign of legal tips, events, promotions, and more.

2. Create Timely, Relatable Content

We’ve all seen the trending and “click bait” articles on social media.

As annoying as they may seem, there is a lesson to be learned that can be applied to content marketing.

Users like content that is engaging, inspires an emotional response, or is controversial.

They also like to stay up-to-date on what’s going on, and by creating timely, engaging content, you can accomplish this without creating clickbait. Here’s how:

Staying On Top Of The Trends

The best way to get content in front of the right eyes is by creating timely and relatable content.

Is there a current event that’s making its rounds on social media? Offer a lawyer’s perspective of the issue.

Celebrities going through a divorce? Outline the top 10 benefits of having a prenup.

By making timely content or responding to current trends, you can be confident about creating fast circulation and shareability.

Content with a human element will ensure that it will resonate with the audience and inspire them to engage.

The right content will get them to click, think, and share. Or give your client a call.

3. Sharing Applied vs. Passive Knowledge

The way users engage with content is constantly changing.

People are increasingly looking for content that entertains them, gets them thinking, or makes them feel warm and fuzzy.

The legal niche is especially guilty of creating passive content that informs its audience about a topic. While this can be good for SEO, it’s not particularly good for conversions.

Creating content based on applied knowledge is different. It usually:

  • Inspires.
  • Teaches.
  • Understands.
  • Helps.

For instance, a blog post titled “3 Things That Happen When You Get A DUI” serves to inform.

However, a better piece of content for inspiring users to convert may be “Got A DUI? Here’s What You Need To Know.”

This content may outline what the user should do for a DUI case, such as hiring an attorney or tips for overcoming the embarrassment of a DUI.

Pieces like this can help accomplish several goals at once. This can encourage potential clients to trust the law firm and see them as empathetic while informing them of the steps they need to take.

The Power Is In Their Hands

This kind of content is excellent for honing in on a particular audience rather than simply meeting the search queries of those looking for more information about DUIs.

There is also potential to incorporate interesting tools, charts, and infographics to increase engagement. Incorporating visually appealing graphics can help break up content and better engage the reader.

What’s important here is not to overwhelm readers with too much information at once. If you find a piece has too much info, feel free to break it into a series of posts.

When you offer practical knowledge, you give readers autonomy and put the freedom of choice in their hands.

In addition, they will trust you as the expert because you provide valuable information but won’t feel pressured by a hard sell.

Final Takeaways

Law firms have much to gain from content marketing, such as attracting new clients, getting more website traffic, and building themselves as an authority for legal advice in their communities.

By thinking about the customer journey and shifting to creating content that will resonate with their target audience, content marketers can turn around the way legal firms engage with clients.

Producing high-quality, well-researched, interesting content will help firms meet their goals and create valuable pieces to promote across multiple platforms.

When marketers shift to timely topics and content that people can relate to, they will see better results that will interest people and help their SEO presence.

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Featured Image: Africa Studio/Shutterstock

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How do you hire an SEO manager?



How do you hire an SEO manager

30-second summary:

  • Business leaders struggle to hire SEO managers, and often wonder if they need one
  • SEO visibility is key to business success and is hard to increase your customer base and sales
  • SEO is a great contributor to brand growth and essentially needs the right mindset
  • This is a checklist to help you hire the right fit for your business

If you’re looking to improve your website’s search engine ranking, you may be wondering how to go about hiring an SEO manager. It can be a daunting task, but with the right information, it can be more straightforward than you think.

In this article, we will discuss some of the things you should consider when hiring an SEO manager. We’ll also provide some tips on how to make sure your team works well together and gets the most out of your SEO manager.

Why hire an SEO manager?

Without an SEO manager, it’s often difficult to know where to start when it comes to improving your website’s search engine visibility. And without valuable organic traffic, it’s hard to increase your customer base and sales. SEO can be a big contributor to brand growth.

An SEO manager can help you identify the best strategies for improving your website’s search presence. They will also be able to monitor overall performance, spot potential improvement opportunities, and create effective tactics to get the best results from your website’s content.

This includes conducting keyword research and creating SEO content, optimizing existing website pages, analyzing traffic sources, managing link-building campaigns, monitoring search engine performance, and regularly reporting on the progress of organic traffic. An SEO manager will ensure that your business sees SEO progress much more quickly.

What responsibilities does an SEO manager have?

The primary responsibility of an SEO manager is to ensure that your website ranks as high as possible in search engine results (not just Google, but Bing, and Amazon too).

If you’re not on the first page of Google for your most important keywords, you’re missing huge sales opportunities. This is particularly true for ecommerce SEO, where a poorly-performing website and SEO strategy can literally be the difference between a thriving business and bankruptcy.

It is crucial to hire an SEO manager who understands all aspects of SEO, including technical SEO, content-related tasks, analytics tracking, website performance, and link building.

They should have the ability to assess the current health of a website, developing plans to improve ranking in organic search results. The successful candidate should also be able to track and analyze performance metrics, such as click-through rates, conversion rates, and bounce rates.

What characteristics make a good SEO manager?

When looking for an SEO manager, you’ll want to find someone who is knowledgeable in the field, has good communication skills, is a self-starter, and can work independently.

Personality traits are key too. The person should be creative, persistent, and have a passion for problem-solving. They should also have good organizational skills and the ability to prioritize tasks.

It is important that the SEO manager you hire is a team player, and can take direction from upper management. Having the ability to build relationships with stakeholders and clients is also essential.

The importance of project management

Project management skills are essential for an SEO manager as they will need to coordinate activities between multiple teams and departments, manage timelines and budgets, and report on project progress.

Without good project management skills, an SEO manager will struggle to get results and could cause delays in achieving desired outcomes.

How can you ensure that your team gels well?

The key to creating a successful SEO team is finding people with complementary skills who work well together. This involves looking for individuals who have experience in different aspects of digital marketing, such as content writing, web design, and analytics.

You don’t want to hire a team of people who are all experts in the same field, as this will limit your team’s ability to think creatively and come up with innovative ideas.

It is also important to ensure that your SEO manager has good interpersonal skills. Having an open-door policy where everyone can easily communicate with each other is essential. This will help build trust between team members and ensure everyone is on the same page.

Having an open dialogue between all team members will also be crucial. This will ensure their feedback and input on how best to optimize the content or improve strategies.

Ideas for welcoming and onboarding your new hire

This could include creating an onboarding checklist, setting up regular meetings, assigning tasks to the team members, and scheduling time for team-building activities. Do make sure your SEO manager has face time with key leads from across the business to get a strong understanding of the business and its needs. This pays off in the long run.

Hiring in-house vs SEO outsourcing

When it comes to deciding if you should hire an in-house SEO manager, outsource the work to an SEO agency, or simply get a freelancer – you need to gauge the pros and cons.

Hiring in-house may be more expensive but can provide a greater level of control and allows for closer collaboration with the team. You totally own your processes and have granular input on everything.

On the other hand, outsourcing to an agency or freelance professional may be more cost-effective and can provide specialized skills that are not available in-house. Many SEO providers will offer types of monthly SEO packages, which make costs predictable and controllable. And depending on the terms of a contract, you likely have the freedom to cancel whenever you like. This can be much less hassle than employing someone ­– a poorly-performing employee, which can be more troublesome to resolve.

  Hiring in-house Hiring an SEO agency or freelancer
Pros • Greater control and collaboration

• Easier to monitor progress

• Assign tasks quickly

• Affordable

• Access to specialized skills

• High level of expertise and experience

Cons • Can be more expensive

• Limited experience level

• Can be difficult to find the right candidate


• Lack of control over the process

• Communication can be more difficult

• Accountability can be less clear

Interview questions to ask your potential SEO manager

When interviewing a potential SEO manager, you should ask some specific questions to make sure they are the right fit. These can include questions about their experience with SEO, how they stay up-to-date on algorithm changes, and what strategies they would use to improve your website’s ranking.

Example starter questions

  • What experience do you have with SEO?
  • How do you stay up to date on algorithm changes?
  • What strategies would you use to improve our website’s ranking?
  • How would you optimize our content for search engine visibility?
  • What kind of link-building tactics do you employ?
  • What do you consider to be the most important SEO trends?

Common mistakes to avoid when hiring a new candidate

When hiring an SEO manager, there are some common mistakes you should avoid:

Not understanding the responsibilities of an SEO Manager

It is vital you have a clear idea of what the job entails and that the candidate has the relevant skills for the position.

Not considering the team’s current culture

When bringing someone new onto your team it is important to consider how they will fit in with existing colleagues.

Not asking enough questions during interviews

Make sure you ask any potential candidates about their experience and qualifications, as well as their ability to work with the team and manage client relationships.

Not setting clear goals for the role

Setting clear expectations will ensure that everyone is on the same page from the outset and that any targets are achievable.

Not agreeing on a budget

Before you start your search, make sure to set a realistic budget for this role. This will help you determine how much you can afford to pay, and what kind of person is best suited to the job.

Not conducting background checks

Background checks are important when hiring an SEO manager as they will provide insight into their past experience and any qualifications they may have. It’s also a good way to make sure that there are no discrepancies in their resume.


Q: How do I find an SEO manager?

A: You can look for SEO managers on job boards, or hire a freelancer or agency. Make sure to ask them questions about their experience and qualifications, as well as their ability to work with the team and manage client relationships.

Q: What should I look for in an SEO manager?

A: A good SEO manager should have experience with SEO, and up-to-date knowledge of algorithm changes and strategies to improve a website’s ranking. They should also be able to optimize content for search engine visibility, employ link-building tactics and keep track of the latest SEO trends.

Q: How much does it cost to hire an SEO manager?

A: The cost of hiring an SEO manager will depend on the level of experience, skills, and services required. Generally, in-house managers can be more expensive than agencies or freelance professionals. It’s important to set a realistic budget before you start your search.

Q: Is it a good idea to hire an SEO manager overseas to work remotely?

A: This depends on the situation. Hiring a remote SEO manager can be beneficial if they are highly experienced and able to deliver results, however, communication and accountability can be more challenging with remote workers. It’s important to weigh up the pros and cons before making your final decision. There may also be legal or compliance issues when employing internationally.

Closing thoughts

Finding the right SEO manager is an important step in ensuring your website’s success. Make sure to ask potential candidates plenty of questions and take into account their skills, experience, and ability to fit into the team culture before making a decision. Consider both the benefits and disadvantages of hiring an in-house employee or outsourcing to an agency or freelancer, and don’t forget to set a budget. With the right candidate on board, you’ll be well on your way to achieving long-term SEO success.

Joe Dawson is Director of strategic growth agency, based in the UK. He can be found on Twitter @jdwn.

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