Content marketing has evolved dramatically over the years. In just under a decade, it’s gone from attorneys “writing a few blog posts” to creating incredibly robust campaigns that incorporate a myriad of different media.
A recent study by the Content Marketing Institute and MarketingProfs shares where it’s heading.
Here are some important content marketing stats lawyers should know for 2019.
Commitment and Success
93 percent of the most successful content marketers are “extremely/very committed to content marketing,” while only 23 percent of the least successful are.
This clearly shows that having a high level of commitment means you’re more likely to succeed. If this is one of your main marketing strategies, you want to devote a significant amount of time and energy to it and not merely give a half-hearted effort.
82 percent of the most successful content marketers “always/frequently deliver content consistently,” while only 16 percent of the least successful do.
Consistency is integral to running a thriving content marketing campaign. Only posting sporadically can diminish any trust or rapport you’ve built with your audience, and they’re less likely to take you seriously.
In fact, if you look at some of the most successful brands across all industries, you’ll find that the vast majority are very consistent with their content. Whether they’re posting on their blog, social media or any other outlet, they always maintain a certain level of consistency.
Quality vs Quantity
87 percent of the most successful content marketers “always/frequently prioritize delivering content quality over content quantity,” while only 46 percent of the least successful do.
Most experts will agree that you’re far better off producing just a handful of amazing, high quality posts each month than producing a ton of mediocre ones. SEO guru Brian Dean of Backlinko is a great example. He only posts one or two articles per month, but each one is jam packed with next level, informative content that provides legitimate value for his readers.
It’s extremely competitive these days, and becoming increasingly difficult to grab users’ attention. The top brands go above and beyond to create ultra high-quality content rather than taking a “spray and pray” approach.
“Approximately half (49 percent) of B2C marketers surveyed outsource content creation activities (e.g., writing, design, video production).” Due to the time-consuming nature of content marketing and the high expectations of users, it’s simply not feasible for all lawyer to handle content production in-house.
This is especially true for small firms that are already tight on resources and lack a dedicated team. That’s why nearly half of B2C marketers choose to outsource at least a portion of their content creation. With easy access to freelancers from all over the world, this isn’t hard to do. For instance, ProBlogger is one the top resources for connecting with freelancers.
When implemented correctly, content marketing can be a game changer for attorneys. These recent content marketing stats touch on some of the most critical aspects of this strategy. Following the advice these experts offer should help fine-tune your campaign and put your law firm in a position to thrive in 2019.
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