Content marketing is a revolutionary strategy if you really think about it. Your law firm creates targeted content that answers your audience’s common questions and satiates their desire for knowledge. In turn, this helps you generate quality leads and ultimately acquire new clients.
The only issue is that many content marketers miss the mark. The impact of their campaign is often marginalized because they’re more focused on the immediate conversion than what’s really important—establishing trust and building relationships.
A recent study by the Content Marketing Institute (CMI) surveyed over 1,000 content marketing leaders and found that their success largely boiled down to one thing—focusing on their audience’s informational needs rather than the promotional message.
Here’s the key takeaway from this study.
“90 percent of top-performing content marketers put audience’s informational needs first.”
It’s really that simple. There’s a definite correlation between informing and educating people rather than shamelessly promoting products/services and finding success.
The data clearly shows that you’re better off providing value for your audience rather and working them into your long-term sales funnel than going for the immediate sale. This isn’t to say that it’s wrong to promote your legal brand. That’s obviously important, but it should be considered more of an afterthought.
It’s all about the long game. If you treat your audience right, you end up increasing your chances of eventually landing a new client.
Trust is an essential element of an effective content marketing campaign. In fact, this study found, “96 percent of the most successful content marketers agree their audience views their organization as a credible and trusted resource.”
Here’s how this formula works.
People discover an initial piece of your law firm’s content. They absorb it, digest it and come away with some legitimately practical information.
And when they find out that you’re merely providing them with value and not beating them over the head with “Buy Now” messaging, they become more receptive to your legal brand and warm up to you. At this point they’re in the sales funnel, and a relationship is formed.
This can motivate them to sign up for your newsletter, explore additional content, check out your “about page” and generally get to know you better. And this is what plants the seed that often results in warming up leads until they’re inevitably ready to become clients.
It just takes a little patience and seeing the big picture.
Taking the Right Approach
Developing a thriving content marketing campaign is all about having an audience-centric philosophy. CMI’s research director Lisa Murton Beets summarizes things quite nicely with the following quote.
“If you want your brand to be well-regarded by your audience, give it something valuable. Be consistent. Be easy to find. Give your audience members content they want and need – when and where they’re looking for it. And make it about them, not you.”
This is great advice and shows the importance of putting your audience’s informational needs first. If you do that, the leads and eventually the clients should come.
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