“Content is king” is a phrase nearly as old as digital marketing itself. However, not all content is created equal. It is important to make sure that the substance of your content is serving your firm’s strategic marketing goals.
Whether you are looking to inform potential clients via long-form content, give them something to think about with a blog post or engage with them on social media, it is crucial to publish content that resonates with your desired audience.
One of the best ways to make sure you keep your content on track is to focus on telling your client’s story.
“Their story?”
Yes, their story. Prospective clients are the hero of their own story and finding the right attorney or law firm is an important part of the hero’s journey. While having some content to explain your areas of practice and promote your credentials is important, what matters most for your prospective clients is seeing evidence that you can help them overcome the obstacles they face on their journey.
For example:
- Can you help them overcome the adversarial insurance companies after an accident?
- Can you help them prevail in a knock-down-drag-out fight with the local prosecutor?
- Can you help them remain a hero from beyond the grave by making sure their heirs receive the resources they need from their estate?
You get the idea. In almost all situations, the goal should be showing them that you have what it takes to play a part in their story.
Do you need help telling their story? Our content marketing experts at Above the Bar have you covered.
