AI is changing the way attorneys practice law, and it’s also changing the practice of law firm content marketing. Search is becoming smarter, which means it is better able to determine content quality beyond keywords.
Comprehensive, focused content that demonstrates a law firm’s authority and experience while guiding a reader toward a solution creates a memorable experience. In a crowded, ever more generic marketplace, building an identifiable brand is how a law firm will gain the advantage for attracting the clients best suited to its practice.
Blue Seven Content Focal Points pages help law firms become better known for their particular practice space. Focal Points are in-depth pages that complement the traditional SEO pages on a law firm website, but are written to specifically demonstrate a law firm’s authority and overall experience and can be repurposed across multiple content platforms.
Why Some Legal Content Should be Less about Keywords and More about Educating Readers
Keywords are important because they help search systems understand what content is about and determine its relevance. But too much emphasis on SEO may diminish the quality and multi-use potential of content.
Content quality has always been an important aspect of law firm marketing. Consistently providing high-quality content positively contributes to a law firm’s reputation and enhances reader trust and client loyalty.
Even as Search is becoming more intelligent, the recognized components of quality content have not changed. All search tools want to present content that users will find helpful and satisfying. Google continues to maintain that the company’s core goal is to help people find outstanding, original content that adds unique value.
The guidance Google offers to help make content more friendly to Search is still the same. What has changed is Search’s ability to comprehend the presence or absence of the factors it’s searching for and how they relate to the questions being asked.
Search is still looking for content that:
- Is comprehensive
- Presents original research or analysis
- Engages interest
- Informs with clarity
- Demonstrates authority
- Displays deep experience
Creating in-depth content that communicates the above factors will earn the trust of both Search and readers. Blue Seven Content Focal Points are comprehensive, well-researched pages containing distinct sections of information that can be repurposed easily or modified to express individual law firm experience.
Law Firms Can Distinguish Their Brands with Strategic Content Marketing
A successful brand isn’t created overnight. It must rest on a solid foundation of authenticity, authority, and trust. It requires consistently producing content that is helpful and reliable, with just enough originality so people take notice.
Why does someone looking for legal answers choose to click on one law firm link and not another? There is a well-understood concept in sales and marketing. People are more likely to do business with someone they know, like, and trust (KLT).
Establishing familiarity is an essential first step on the KLT journey. Law firms that have an active presence on social media and share valuable content demonstrating EEAT (expertise, experience, authoritativeness, trustworthiness) begin to attract the attention of people looking for reliable legal information.
When the information is presented in such a way that readers feel a law firm understands what they are going through and empathizes with their plight, the reader becomes at ease and is then more receptive to learning more about how a law firm can help them.
Focal Points content highlights a specific legal issue or area of law using relevant examples and provides insight to give readers a deeper understanding of the legal issues and to convey how a law firm can help.
Focal Points Content is Written for Flexibility and Multi-purpose Use
Law firms that want to build and maintain a strong brand need to post content across multiple social platforms regularly. Producing fresh content for each post is extra work and not practical or necessary for busy lawyers and law firms.
An in-depth page of quality content can provide a lot of material that can be chunked up and repurposed for creating social media posts. Repurposing content benefits law firms in the following ways:
- Saves Time – Reduces the amount of time necessary to create content
- Wider Reach – Bite-sized chunks may catch the attention of viewers with shorter attention spans
- Multiple Viewing Outlets – Allows more people to see the content
- Content is more shareable – People pass on content they trust
Focal Points content by Blue Seven Content is written in clearly structured sections that can be used independently to alert readers to updates, answer frequently asked questions, or highlight a particular area of expertise. The content is intended to be informative and to remain relevant and useful over time.
Why Your Law Firm Should Consider Adding a Focal Points Page Created by Blue Seven Content
Many law firms tend to base their content strategies on what their competitors are doing. Thus, every law firm ends up producing and posting similar content. This means potential clients are going to have a hard time distinguishing who they should be working with. Law firms wanting to develop distinct brands need to do more to communicate their unique message through their content.
Law firms can set themselves apart with content that goes deeper into legal topics, showcases the distinct legal knowledge and capabilities of the firm, or evidences a commitment to the legal concerns of the local community. Focal Points by Blue Seven Content is focused, flexible, in-depth legal content that demonstrates the unique aspects of a law firm and helps to raise the know, like, and trust factor with potential clients.
Written by Mari Gaines, JD – Legal Writer at Blue Seven Content
