Content marketing is potent—very potent. But like any other marketing strategy that’s proven to be effective, more and more law firms are now using it. And this has resulted in a tidal wave of content, which makes it increasingly difficult to reach your prospects.
But one way to stand out and generate more interest in your legal brand it to create interactive content, which SnapApp defines as, “Content that requires the participants’ active engagement—more than simply reading or watching. In return for that engagement, participants receive real-time, hyper-relevant results they care about.”
Here are three specific reasons why your law firm should create interactive content and the benefits it can have.
1) There’s a Huge Demand
SnapApp also points out that “91 percent of buyers are looking for more visual and interactive content.” It’s something that many people are naturally seeking and are overwhelming responsive to.
While traditional articles and blog posts are certainly still effective, people enjoy experiencing new types of content where you take a different, less conventional approach. Whether it’s an interactive infographic, a quiz or a calculator, this can really intrigue your audience.
And this can give you a tremendous advantage over the competition.
2) It Boosts Engagement
Engagement is everything these days. It doesn’t matter how much time and effort you put into your legal content. If there’s barely any engagement, it’s all for naught. So that’s one of the key metrics that legal marketers concentrate on and work tirelessly to improve.
The problem is that the average person has an attention span of only eight seconds—sadly less than a goldfish.
But interactive content can dramatically improve engagement. How?
When something is interactive, it basically forces user action. So there’s an inherent level of engagement going on that’s unavoidable. The beautiful thing is that this isn’t something that’s arduous or unpleasant for users. In fact, many people would consider the interaction fun.
It’s a win-win because users end up having a more enjoyable experience, and you’re maximizing engagement levels. And over time, this should help you generate significantly more leads.
3) It Increases Your Credibility
By being an amazing content creator and publishing material that educates/informs your audience, you can’t help but increase your credibility. Just think about it.
It makes you look more authoritative and trustworthy, so that users know that you’re an expert in your area of law. In turn, they’ll take you more seriously and should feel comfortable contacting your law firm about their case.
Thriving in content marketing is all about staying ahead of the curve and having a willingness to experiment with different strategies. Interactive content is something that’s catching on but still isn’t used by all that many lawyers. Therefore, it has a lot of potential if you get on board with it right now.
To see some great examples of interactive content, I recommend checking out this post from BuzzSumo. It will give you some good ideas that you can implement into your law firm’s content marketing campaign right away.