The Future of Legal Content Marketing

Whether you are a sole practitioner, a partner in a law firm, or even a valued team member of a larger legal company, you need to understand the role content marketing plays within the legal arena. In addition, it’s important to understand the role it plays in generating awareness and even interest in your brand. The following will tell you all you need to know about this important aspect of content marketing as well as look into the future as far as how this category of marketing is shifting to meet modern clients’ needs: 

What is Content Marketing? 

Before moving deeper into the topic at hand, it’s helpful to understand what content marketing is in the first place. In its most basic form, content marketing is simply the publishing of visual material and written content online for the purpose of attracting leads. It can include videos, blog posts, web pages, eBooks, and infographics. It focuses on high-value content that invites engagement between your firm and your potential or existing clients. In the legal arena, it is that much more important because, when used effectively, it can set your brand apart from others in your industries. It will help you showcase your expertise, build trust, and establish your presence online. 

The Future of Legal Content Marketing 

The following is a more in-depth look at what legal content marketing is and what is trending in the industry today. Knowing this information will ensure that you are not left behind by your competitors as you seek to stay abreast of future marketing strategies. Read on to learn more and to keep your firm on good footing when it comes to reaching and appealing to today’s clients: 

AI Content Generator 

Artificial intelligence or AI has burst onto the marketing scene and changed the way many companies create their content. An AI Content Generator is a tool that you can use to create blog posts or articles. We at Title Tap proudly offer this as one of our most popular marketing tools for our legal clients. This tool works as a Widget and WordPress Plugin and generates article topics and blog posts for you. You can alter your user settings to customize these pieces to be more applicable for your use. For example, you can select your topic, the state in which you practice, your practice area, the word length of a piece, and more. Therefore, your content would be tailored to your needs, such as a divorce attorney generating articles about alimony, child custody, or mediation. It can also create articles that are aimed more at educating and advising clients instead of just being about your firm. This AI Content Generator is practically a self-service feature. With the high demand for content, this can be the answer to content creation and can provide a cost-effective alternative to hiring copywriters. 

Informational Content Over Promotional 

Although we touched on this a little at part of the previous point, it’s worth looking at even more deeply as today’s consumer is more interested in informational or even educational content over ads that can sometimes feel intrusive. Obviously, your entire reason for marketing your firm is to entice potential clients and generate leads that turn into steady customers or loyal clients. However, you can’t do that simply with ads in today’s oversaturated market. In fact, even a few years back, a study through the Content Marketing Institute concluded that 70% of consumers preferred to learn about a service via an informative article rather than an ad. Other studies back this fact up even more, with 44% of buyers saying they will consume three to five pieces of content from a business before they engage with them the first time. Therefore, informational content is really the key in all sorts of content marketing, and the legal field is no exception. 

The Role of Video Content 

While content marketing has a great deal to do with the distribution and publishing of high-quality content in the form of articles and blogs, another important aspect of content marketing has nothing to do with the written word and everything to do with videos. Video content is an important part of future legal content marketing. In fact, according to research from Hubspot, videos are the number one format marketers use, with videos under 60 seconds having the highest ROI. This can include videos of you and your team members discussing various legal topics. However, it can also include animated videos, which have been shown to encourage even more engagement. Videos are just more interesting to consume and more likely to be shared than static content or articles. Therefore, videos should be part of your overall content marketing strategy. 

Still Important to Evaluate Effectiveness 

Another important aspect of any well-orchestrated content marketing strategy should include measuring its effectiveness. It’s important to determine key performance indicators or KPIs that you should be looking for to evaluate any content you produce or share. The following are some of the most important KPIs to look for when launching any new content, as this will indicate whether or not what you are putting out there online is having the desired effect: 

• Contact Page Traffic and Form Submissions: This is the call-to-action page or where you send clients to take the next step. The traffic on this site or page will tell you if the content is doing its job and inspiring action. You also want to see a high rate of form submissions from clients filling out contact pages so you can follow up with them. 

• Site Visits: Another KPI is how many site visits your site has had. You should look at the acquisition report to look for metrics like new users, users, and sessions by channel to truly understand how much traffic your site is getting. 

• Bounce Rate: This KPI helps determine the effectiveness of your content. A bounce rate is basically the number of site visitors who exit your site after only viewing one page. You don’t want this but instead want them to take action or move to other parts of your site before leaving. You don’t want them to “bounce” after just a short stay. Some problems that could exasperate your bounce rate or cause it to be unusually high include: 
  • Your website is not loading quickly or properly. 
  • Your content is confusing or difficult to read. 
  • Your content is not what the user expected or desired to read. 
  • Your call to action isn’t clear; the reader doesn’t know what to do after reading or watching the content. 

Why You Should Choose Title Tap For Your Legal Content Marketing 

At Title Tap, we offer a unique perspective on legal content marketing that is only possible thanks to our expertise in the legal and title fields. We do not make you sign a contract, and our services come with a 60-day guarantee. Contact us to request a demo to see for yourself the difference that legal content marketing can make on your overall marketing success rate. We work for you when you are too busy to focus on marketing, ensuring your firm is easily found on Google and is getting in front of the right potential site visitors who will hopefully become your new clients. Get pricing and an answer to your questions by contacting us at Title Tap today.