Legal marketers the world over have discovered the potency of content marketing.
This form of inbound marketing raises brand awareness, builds brand trust and is incredibly cost-effective. In fact, “Content marketing generates over three times as many leads as outbound marketing and costs 62 percent less.”
If you’ve implemented this strategy in any way, your law firm has likely already seen some level of success. But for this post, I’m going to discuss how to improve it even more by understanding content intent.
What is Content Intent?
First things first. What exactly does the term “content intent” mean? Quite simply, it’s the reason why your audience seeks out your content. It’s whatever they’re looking to accomplish by reading a blog post, watching a video, browsing an infographic, and so on.
Content intent can be broken down into three main categories:
- Informational intent
- Entertainment intent
- Transactional intent
This is when users look at your content with the purpose of learning or performing research. For example, they may watch a slideshow that walks them through the personal injury settlement process.
The goal here is to learn and become educated on legal topics that users were previously unfamiliar with.
As the name implies, this is when users want to be entertained on legal matters. For example, they may read a blog post covering news from a recent legal case that made headlines. They may not necessarily get something they can take away, but they’ll be entertained and learn details surrounding a case.
This is when users absorb content with the purpose of completing a transaction. Say they’ve decided to hire you to handle their case. They may watch videos to get answers to key questions or objectives and learn more about your personality.
Understanding Content Intent
The more you understand the issues users are facing and what they’re looking to get out of content, the better able you’ll be to deliver. So it’s important to consider exactly what people are seeking when developing your content strategy.
In all likelihood, you’ll want to develop all three types of content — informational, entertainment and transactional — because there will be prospects at different levels of your sales funnel looking for each type.
Forming Your Content Development Strategy
With that being said, here are some specific forms of content that tend to work will for each type of intent.
Here are some ideas:
- Case studies
- Industry data reports
- User-friendly eBooks
- News pieces
- Simple blog posts
- Event coverage
- Case studies
- Testimonials from previous clients
- Videos from previous clients
- Competitor comparisons
Optimizing Your Content Campaign
Content Marketing is a wide umbrella that includes a lot of different mediums. So just “slapping something up” on your blog isn’t always the best way to go about it.
A big part of finding success is understanding content intent and develop material that resonates with your audience and will move them through the sales funnel. That way you can keep users happy and convert a higher percentage to clients.
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