Content marketing is one of the most effective ways to drive traffic to your law firm website and get people excited about your brand. With so many other firms getting into the content marketing game, there is simply no way around it. Your competitors are publishing content as frequently as you are, and you have to do something to keep up. That’s where thought leadership content comes in.
Thought leadership content is content that is focused on driving visitors to a specific piece of content that is longer-form and more in-depth than your other content. This is the type of content that readers typically enjoy more because it is more in-depth, and they will stay longer on your site and be more likely to become leads and clients.
How to Do Thought Leadership Content?
First, you need to choose a topic that you are going to write about. When you choose a topic, think about the types of people who are reading your site. If you are primarily attracting lawyers and aspiring lawyers, you will want to pick topics that are relevant to the types of people who are reading your site.
If you are primarily attracting business owners, entrepreneurs, and executives who are in the process of setting up a business, you will want to pick topics that are relevant to the types of people who are reading your site. You also want to think about what types of people you want to attract. For example, if you are mostly attracting lawyers who are interested in estate planning, you may want to write about topics that are especially relevant to that group of people.
How to Create Lawyer and Client-Focused Thought Leadership Content?
In order to create attorney and client-focused content, you need to find a way to talk to your prospective clients through their problems. For example, let’s say you’re a patent law firm. One of the issues your clients are facing is whether they infringe on someone else’s patent. Find a way to talk through this issue by answering the question: What are the problems that patent infringement leads to? Expand on that with your insights and expertise. This will create compelling, thought-provoking content that presents you as an expert in that area of practice.
To drive traffic to your law firm’s website and keep up with the competition, you need thought leadership content. The frequency of publication by other firms means that there is simply no way around it. Your competitors are publishing as often as you are, so this kind of content lets people know how knowledgeable you are in your field.