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Law Leaders: Focus on What’s Important to Get the Best ROI – 3 Content Marketing Tips

You’re focused on your core business, not on how to leverage content marketing. However, establishing creative, relevant, and consistent content to attract your audience is the basis for content marketing and essential in current market conditions.

Content marketing isn’t just trying to “sell” your product it’s about providing solutions for clients’ struggle points. The goal is to educate and inform your audience about the ideas and topics they care about by focusing on the values and innovations. It can still include subtle messages towards your business, but the goal should be helping your audience solve problems or providing them with information.

This is much easier said than done. We’ve broken it down into 3 easy tips to help you simplify your efforts and to ensure you are providing valuable and relevant content.

1. Know and write for your audience.

One of the most important parts of knowing your audience is knowing how to speak to them. How will your audience experience your content? Try and build a relationship with your audience through your content. Your audience needs to connect with your brand. Your brand has to differentiate itself from the competition and the best approach is through content marketing.

2. Divide your content into two tiers.

There are multiple areas of practice, a wide range of information and questions when it comes to legal matters so tiering information makes it less overwhelming. We suggest two tiers. Tier 1 should include content that speaks directly to your most profitable audience and their most pressing needs. Cover legal topics and provide readers with easily consumable tips and general advice. Tier two should complement tier one but focus on the strategic elements on broader topics and provide useful links to outside resources, videos, and FAQs.

3. Repurpose and redirect your content.

Your content is valuable, it takes time, effort, and skill to produce, but that doesn’t mean you’ll get a great return for your investment. This is why you should repurpose content from one format into another. Turn blog posts into podcasts, live videos, email blasts, graphics, or social media posts. Aggregate your content for newsletters and chunk key points for sales communications. In addition to repurposing your content, you should recycle evergreen content. Repetition is important in building an engaged audience, so consider redistributing in 6-12 months.

If you’re not marketing your content currently, start small with something monthly on a single platform. Then you can increase your frequency and method of distribution or platforms. It’s not a matter of should you content market, it’s a matter of how you manage your content marketing program.

And you don’t have to do all this alone. EMI has developed two turnkey programs to help our clients with content marketing. We can do the heavy lifting, so you can focus on your core business. To learn more, contact me at [email protected], 513.309.0719 or visit https://eminetwork.com/programs/.

Resources for Legal Leaders