Content marketing is about one thing—delivering outstanding content that scratches your audience’s itch and offering real value. But of course this is much easier said than done. After all, you’re not a mind reader.
One of the biggest issues that legal marketers grapple with is not knowing what to write about. Fortunately, there’s a simple way to solve this dilemma. It involves researching client questions and tailoring your content accordingly.
Here’s how it works.
Finding Pressing Questions
The first step is to find exactly which questions your audience has. So how do you go about this?
One of the best resources is Quora—one of the web’s most popular question and answer sites. Browse through it, and you’ll likely be impressed by the level of depth that goes into answering questions. It’s a very intelligent community where you’ll find very little negativity or drama. It’s simply people who are looking to learn.
What you’ll want to do is enter in a broad search term in the “Search Quora” box at the top. I’ll use “legal custody” as an example.
Here’s what pops up.
Scroll down and you’ll find dozens of questions concerning legal custody. So just like that, you can quickly get an idea of what types of questions people have regarding this branch of law. Even better, you can see exactly what they’re searching for.
Using Questions to Generate Content Ideas
At this point, you’ll want to write down a handful of ideas that would be relevant for your audience. Keep in mind that the more answers a particular question has, the more collective interest there is in it. If there are very few answers (less than three), it may be best to stay away from that question.
Ideally, you’ll run the keywords from a question through the Google Keyword Planner or a similar tool to see how many searches a particular phrase gets and the level of competition it has.
For instance, the phrases highlighted here have potential because of the limited competition.
Creating Your Content
After that, it’s simply a matter of creating content around those targeted phrases. Of course you’ll want to follow best practices and make sure that you’re hitting the topic from all of the angles and providing plenty of practical information for your readers to take away.
You may also want to perform a quick search on Google to see how other websites are covering the topic. Look for any areas that could be improved upon, and ensure that your content is a step above. Check out Backlinko’s post about the skyscraper technique to learn more about this.
One of your top tasks as a legal marketer is to understand exactly what it is your audience is interested in and base your content strategy around it. Researching client questions in this manner is perhaps the most straightforward way to go about it and will provide you with some very helpful insight.
In turn, you can create content that your audience is seeking and should be able to drive a larger volume of organic traffic to your law firm’s website.
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