SEO

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

Published

1 year ago

October 9, 2022

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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4 Ways To Try The New Model From Mistral AI

Published

14 hours ago

December 11, 2023

Max

4 Ways To Try The New Model From Mistral AI

In a significant leap in large language model (LLM) development, Mistral AI announced the release of its newest model, Mixtral-8x7B.

magnet:?xt=urn:btih:5546272da9065eddeb6fcd7ffddeef5b75be79a7&dn=mixtral-8x7b-32kseqlen&tr=udp%3A%2F%https://t.co/uV4WVdtpwZ%3A6969%2Fannounce&tr=http%3A%2F%https://t.co/g0m9cEUz0T%3A80%2Fannounce

RELEASE a6bbd9affe0c2725c1b7410d66833e24

— Mistral AI (@MistralAI) December 8, 2023

What Is Mixtral-8x7B?

Mixtral-8x7B from Mistral AI is a Mixture of Experts (MoE) model designed to enhance how machines understand and generate text.

Imagine it as a team of specialized experts, each skilled in a different area, working together to handle various types of information and tasks.

A report published in June reportedly shed light on the intricacies of OpenAI’s GPT-4, highlighting that it employs a similar approach to MoE, utilizing 16 experts, each with around 111 billion parameters, and routes two experts per forward pass to optimize costs.

This approach allows the model to manage diverse and complex data efficiently, making it helpful in creating content, engaging in conversations, or translating languages.

Mixtral-8x7B Performance Metrics

Mistral AI’s new model, Mixtral-8x7B, represents a significant step forward from its previous model, Mistral-7B-v0.1.

It’s designed to understand better and create text, a key feature for anyone looking to use AI for writing or communication tasks.

New open weights LLM from @MistralAI

params.json:
– hidden_dim / dim = 14336/4096 => 3.5X MLP expand
– n_heads / n_kv_heads = 32/8 => 4X multiquery
– “moe” => mixture of experts 8X top 2 👀

Likely related code: https://t.co/yrqRtYhxKR

Oddly absent: an over-rehearsed… https://t.co/8PvqdHz1bR pic.twitter.com/xMDRj3WAVh

— Andrej Karpathy (@karpathy) December 8, 2023

This latest addition to the Mistral family promises to revolutionize the AI landscape with its enhanced performance metrics, as shared by OpenCompass.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

What makes Mixtral-8x7B stand out is not just its improvement over Mistral AI’s previous version, but the way it measures up to models like Llama2-70B and Qwen-72B.

mixtral-8x7b performance metrics compared to llama 2 open source ai models

It’s like having an assistant who can understand complex ideas and express them clearly.

One of the key strengths of the Mixtral-8x7B is its ability to handle specialized tasks.

For example, it performed exceptionally well in specific tests designed to evaluate AI models, indicating that it’s good at general text understanding and generation and excels in more niche areas.

This makes it a valuable tool for marketing professionals and SEO experts who need AI that can adapt to different content and technical requirements.

The Mixtral-8x7B’s ability to deal with complex math and coding problems also suggests it can be a helpful ally for those working in more technical aspects of SEO, where understanding and solving algorithmic challenges are crucial.

This new model could become a versatile and intelligent partner for a wide range of digital content and strategy needs.

How To Try Mixtral-8x7B: 4 Demos

You can experiment with Mistral AI’s new model, Mixtral-8x7B, to see how it responds to queries and how it performs compared to other open-source models and OpenAI’s GPT-4.

Please note that, like all generative AI content, platforms running this new model may produce inaccurate information or otherwise unintended results.

User feedback for new models like this one will help companies like Mistral AI improve future versions and models.

1. Perplexity Labs Playground

In Perplexity Labs, you can try Mixtral-8x7B along with Meta AI’s Llama 2, Mistral-7b, and Perplexity’s new online LLMs.

In this example, I ask about the model itself and notice that new instructions are added after the initial response to extend the generated content about my query.

Screenshot from Perplexity, December 2023 mixtral-8x7b perplexity labs playground

While the answer looks correct, it begins to repeat itself.

Screenshot from Perplexity Labs, December 2023 mixtral-8x7b errors

The model did provide an over 600-word answer to the question, “What is SEO?”

Again, additional instructions appear as “headers” to seemingly ensure a comprehensive answer.

Screenshot from Perplexity Labs, December 2023 what is seo by mixtral-8x7b

2. Poe

Poe hosts bots for popular LLMs, including OpenAI’s GPT-4 and DALL·E 3, Meta AI’s Llama 2 and Code Llama, Google’s PaLM 2, Anthropic’s Claude-instant and Claude 2, and StableDiffusionXL.

These bots cover a wide spectrum of capabilities, including text, image, and code generation.

The Mixtral-8x7B-Chat bot is operated by Fireworks AI.

Screenshot from Poe, December 2023 poe bot for mixtral-8x7b firebase

It’s worth noting that the Fireworks page specifies it is an “unofficial implementation” that was fine-tuned for chat.

When asked what the best backlinks for SEO are, it provided a valid answer.

Screenshot from Poe, December 2023 mixtral-8x7b poe best backlinks response

Compare this to the response offered by Google Bard.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

Screenshot from Google Bard, December 2023 Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

3. Vercel

Vercel offers a demo of Mixtral-8x7B that allows users to compare responses from popular Anthropic, Cohere, Meta AI, and OpenAI models.

Screenshot from Vercel, December 2023 vercel mixtral-8x7b demo compare gpt-4

It offers an interesting perspective on how each model interprets and responds to user questions.

Screenshot from Vercel, December 2023 mixtral-8x7b vs cohere on best resources for learning seo

Like many LLMs, it does occasionally hallucinate.

Screenshot from Vercel, December 2023 mixtral-8x7b hallucinations

4. Replicate

The mixtral-8x7b-32 demo on Replicate is based on this source code. It is also noted in the README that “Inference is quite inefficient.”

Screenshot from Replicate, December 2023 Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

In the example above, Mixtral-8x7B describes itself as a game.

Conclusion

Mistral AI’s latest release sets a new benchmark in the AI field, offering enhanced performance and versatility. But like many LLMs, it can provide inaccurate and unexpected answers.

As AI continues to evolve, models like the Mixtral-8x7B could become integral in shaping advanced AI tools for marketing and business.

Featured image: T. Schneider/Shutterstock

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SEO

OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

Published

1 day ago

December 10, 2023

Max

OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.

Screenshot from X, December 2023 OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.

OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing

OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.

Screenshot from X, December 2023 chatgpt openai a/b testing

The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.

Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.

OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues

This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.

Idk if anyone else has noticed this, but GPT-4 Turbo performance is significantly worse than GPT-4 standard.

I know it’s in preview right now but it’s significantly worse.

— Max Weinbach (@MaxWinebach) November 8, 2023

There has been discussion if GPT-4 has become “lazy” recently. My anecdotal testing suggests it may be true.

I repeated a sequence of old analyses I did with Code Interpreter. GPT-4 still knows what to do, but keeps telling me to do the work. One step is now many & some are odd. pic.twitter.com/OhGAMtd3Zq

— Ethan Mollick (@emollick) November 28, 2023

Complaints also appeared in OpenAI’s community forums.

Screenshot from OpenAI, December 2023 openai community forums gpt-4 user feedback

The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.

Screenshot from Google Reviews, December 2023 openai google reviews star rating

A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.

Screenshot from Product Hunt, December 2023 openai reviews

GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.

OpenAI is now only 3.8 stars on Google Maps and a dismal 1 star on Yelp!

GPT-4’s degradation has really hurt their rating. Hope the business survives.https://t.co/RF8uJH1WQ5 pic.twitter.com/OghAZLCiVu

— Nate Chan (@nathanwchan) December 9, 2023

The complaint:

Screenshot from Yelp, December 2023 yelp openai chatgpt review

In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”

Screenshot from Google Reviews, December 2023 google review for openai toxic workers

The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.

openai employee review on glassdoor

Screenshots from Glassdoor, December 2023 openai employee reviews

This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.

Screenshot from Google, December 2023 openai inc google business profile local serps google reviews

Google SGE Highlights Positive Google Reviews

In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.

The most positive review mentions about the company appear in Google SGE (Search Generative Experience).

Screenshot from Google SGE, December 2023 Google SGE response on OpenAI

Conclusion

OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.

Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.

As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.

Featured image: Tada Images/Shutterstock

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SEO

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Published

2 days ago

December 9, 2023

Max

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

ChatGPT Plus subscriptions and upgrades remain paused after a surge in demand for new features created outages.

Some users who signed up for the waitlist have received invites to join ChatGPT Plus.

Screenshot from Gmail, December 2023 ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

This has resulted in a few shares of the link that is accessible for everyone. For now.

Found a hack to skip chatGPT plus wait list.

Follow the steps
– login to ChatGPT
– now if you click on upgrade
– Signup for waitlist(may not be necessary)
– now change the URL to https://t.co/4izOdNzarG
– Wallah you are in for payment #ChatGPT4 #hack #GPT4 #GPTPlus pic.twitter.com/J1GizlrOAx

— Ashish Mohite is building Notionpack Capture (@_ashishmohite) December 8, 2023

In addition to the invites, signs that more people are getting access to GPTs include an introductory screen popping up on free ChatGPT accounts.

Screenshot from ChatGPT, December 2023 ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Unfortunately, they still aren’t accessible without a Plus subscription.

Screenshot from ChatGPT, December 2023 chatgpt plus subscriptions upgrades paused waitlist

You can sign up for the waitlist by clicking on the option to upgrade in the left sidebar of ChatGPT on a desktop browser.

Screenshot from ChatGPT, December 2023 ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

OpenAI also suggests ChatGPT Enterprise for those who need more capabilities, as outlined in the pricing plans below.

Screenshot from OpenAI, December 2023 ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Why Are ChatGPT Plus Subscriptions Paused?

According to a post on X by OpenAI’s CEO Sam Altman, the recent surge in usage following the DevDay developers conference has led to capacity challenges, resulting in the decision to pause ChatGPT Plus signups.

we are pausing new ChatGPT Plus sign-ups for a bit 🙁

the surge in usage post devday has exceeded our capacity and we want to make sure everyone has a great experience.

you can still sign-up to be notified within the app when subs reopen.

— Sam Altman (@sama) November 15, 2023

The decision to pause new ChatGPT signups follows a week where OpenAI services – including ChatGPT and the API – experienced a series of outages related to high-demand and DDoS attacks.

Demand for ChatGPT Plus resulted in eBay listings supposedly offering one or more months of the premium subscription.

chatgpt plus accounts selling ebay for a premium 🫡🇺🇸 https://t.co/VdN8tuexKM pic.twitter.com/W522NGHsRV

— surya (@sdand) November 15, 2023

When Will ChatGPT Plus Subscriptions Resume?

So far, we don’t have any official word on when ChatGPT Plus subscriptions will resume. We know the GPT Store is set to open early next year after recent boardroom drama led to “unexpected delays.”

Therefore, we hope that OpenAI will onboard waitlisted users in time to try out all of the GPTs created by OpenAI and community builders.

What Are GPTs?

GPTs allow users to create one or more personalized ChatGPT experiences based on a specific set of instructions, knowledge files, and actions.

Search marketers with ChatGPT Plus can try GPTs for helpful content assessment and learning SEO.

Two SEO GPTs I’ve created for assessment + learning 👀👇

1. Content Helpfulness and Quality SEO Analyzer: Assess a page content helpfulness, relevance, and quality for your targeted query based on Google’s guidelines vs your competitors and get tips: https://t.co/LsoP2UhF4N pic.twitter.com/O77MHiqwOq

— Aleyda Solis 🕊️ (@aleyda) November 12, 2023

2. The https://t.co/IFmKxxVDpW SEO Teacher: A friendly SEO expert teacher who will help you to learn SEO using reliable https://t.co/sCZ03C7fzq resources: https://t.co/UrMPUYwblH

I hope they’re helpful 🙌🤩

PS: Love how GPT opens up to SO much opportunity 🤯 pic.twitter.com/yqKozcZTDc

— Aleyda Solis 🕊️ (@aleyda) November 12, 2023

There are also GPTs for analyzing Google Search Console data.

oh wow. I think this GPT works.

Export data from GSC comparing keyword rankings before and after an update and upload it to ChatGPT and it will spit out this scatter plot for you.

It’s an easy way to see if most of your keyword declined or improved.

This site was impacted by… pic.twitter.com/wFGSnonqoZ

— Marie Haynes (@Marie_Haynes) November 9, 2023

And GPTs that will let you chat with analytics data from 20 platforms, including Google Ads, GA4, and Facebook.

Google search has indexed hundreds of public GPTs. According to an alleged list of GPT statistics in a GitHub repository, DALL-E, the top GPT from OpenAI, has received 5,620,981 visits since its launch last month. Included in the top 20 GPTs is Canva, with 291,349 views.

Weighing The Benefits Of The Pause

Ideally, this means that developers working on building GPTs and using the API should encounter fewer issues (like being unable to save GPT drafts).

But it could also mean a temporary decrease in new users of GPTs since they are only available to Plus subscribers – including the ones I tested for learning about ranking factors and gaining insights on E-E-A-T from Google’s Search Quality Rater Guidelines.