The term “engaging content” is something that legal marketers hear a lot of these days. According to the Content Marketing Institute engaging content is “(1) personally relevant to your audience and (2) crafted in an interactive way that causes your audience to think deeply.
Making content that fits this description is important because it’s the key to getting more shares, receiving maximum exposure and ultimately sending a high volume of qualified leads to your law firm’s website. Here’s a simple but effective recipe you can follow to ensure that your content is consistently engaging and hits its mark.
Do Your Research
Did you know that 54 percent of B2B marketers cite producing engaging content as their top challenge?
That’s an example of research in action. You never want to blindly create content without first performing at least some basic research on a topic. Not only will research translate into higher quality content, it should help you come up with stats and facts that will drive your points home and make it more engaging for readers.
Humans love pictures. It goes all the way back to when cavemen scrawled their pictures and symbols on cave walls as a means of communication and self-expression.
And countless studies have shown just how monumental visuals are with content marketing. In fact, “content with relevant images gets 94 percent more views than content without relevant images.”
Make Sure It’s Digestible
What do I mean by digestible? Your audience should be able to seamlessly read or scan through your content without issue. Here are some examples of how to achieve this:
- Use a contrasting font and background (ideally it’s a dark font and light background)
- Break up content into small paragraphs with three sentences max
- Use plenty of sub-headers and bullet points
- Use catchy sub-headers
- Keep language simple, and avoid complex legal jargon
Include Actionable Information
One distinct element of engaging content is that it’s actionable and gives readers something that they can actually implement into their own lives. For example, an elder law attorney might write a blog post that breaks down the step-by-step process of inheriting a home and the legalities that are involved.
This would explain to readers what they can expect once a loved one dies and they inherent a property. It would also provide some specific takeaways so that they actually gain something by reading through the post.
Ensure It’s Authentic and Transparent
Most people can spot a lack of sincerity from a mile away. Lacking authenticity or transparency not only diminishes the value of your content, it can really hurt your brand reputation as well. This is why it’s so important to be yourself when approaching content creation and try to be as relatable as possible. Doing so should help you win over your audience and increase your leads.
Creating engaging content is the heart and soul of a legal marketing campaign. Fortunately, it’s not rocket science, and following the right formula should allow you to get through to your audience and increase the overall potency of your content.