Lawyers strive to create clear and well-structured arguments in their legal documents for other lawyers, third parties, and the court. It’s vital for the readers to fully understand and respond to these arguments to fulfil legal responsibilities.
But when it comes to marketing content, things do a complete 180.
In the world of content marketing, typical targeted audience like general counsels, other law firms, and referral sources actually have the option to ignore this content. And you know what, they have their reasons. Chances are, they’ve been bombarded with emails from loads of other firms churning out similar content, and seeing more of the same stuff will just flood their social media feeds.
Many of the people I know don’t read law for enjoyment. If your content demands that they decipher legal jargon, navigate legal complexities, or is written akin to a tedious contract, you risk losing their interest permanently.
When you’re putting together marketing and business development content, it’s up to the lawyer to create material that really grabs the audience’s attention. This means thinking in fresh and unique ways, while also making sure you’re delivering value to your audience.
To set yourself apart, think about adding visuals to your content. People naturally love images and videos, so including them can break up heavy text and grab the audience’s attention. Plus, using infographics or charts can make complex data easier to understand and boost visual appeal.
Knowing your target audience is key for creating engaging marketing and business development content. Getting to grips with what they’re into, what bugs them, and how they like to chat helps you tailor your content to hit home. This way, you boost the chances of them really getting involved with your content and show that you’re all about meeting their needs.
Avoid using legal terms and don’t delve into legal complexities unnecessarily. That’s your job. Focus on storytelling, not drafting contracts.
Remember, you don’t have to produce loads of content. Your job is to show clients that your firm is the best choice for their legal matters. Make it happen by creating stories that really resonate with them.
Author: Stephen Lai
Stephen advocates for equitable access to vital tools and data across all law firms, empowering them to compete effectively in a saturated market. With more than two decades of expertise, he works closely with firms to elevate their marketing and business development through data-driven strategies.
He is dedicated to assisting law firms in crafting enduring business development and marketing strategies. This is achieved through a cost-effective approach, incorporating clear KPIs to assess ROI.
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