In 1996, Bill Gates declared ‘content is king’. Now over two decades later, there’s really no denying the power of content marketing. Content marketing is the catch-all term for anything from how-to blogs to thought leadership editorial pieces. In this instance it refers to writing (be it legal analysis or news) featured in legal publications, both digital and print.
Once riding on the ebbs and flow of fashion, content marketing – that is, good content marketing – has firmly found its place on the throne of digital marketing, (like some terrible Game of Thrones analogy), and it isn’t going anywhere any time soon.
It’s impossible to deny that good content distributed by reputable publications can position a firm as one that has its finger on the pulse of the industry. Engaging, shareable content drives brand building and brand perception. And in turn, it can also benefit a publication.
So what constitutes content marketing ‘best practice’ for law firms? More specifically, what are legal publications looking for from law firms when they choose to publish their content?
First, do your homework
Lofty notions of being featured in The Times are great, but not if their readers aren’t your target audience. What you have to say will impact where it belongs. Is it for the legal or mainstream press? Does it belong online, on your firm’s website as a blog post, or is it really a soundbite that is better suited to LinkedIn? Is it a technical piece or an opinion piece, and exactly how much value will it add to a publication?
Often the most prestigious publication isn’t the right one for your goals. Researching thoroughly is vital. Each publication has a different purpose and wants content that aligns with that purpose. Ensure the publication and its audience will benefit from reading your content.
Form lasting relationships
Publications are all searching for the same thing – the unicorn of content that no one else has. Forming relationships by reaching out to relevant editors and journalists and offering them something with real value is the way to stand out and to secure subsequent space in the title.
But before you email the editor and pitch them your idea, understand who you are reaching out to. You only get one chance to make a first impression, and your email needs to show that you understand the type of content they’re looking for. Putting in the groundwork and creating strong relationships with the gatekeepers of publications can pay dividends. If your content is engaging, more opportunities will come your way in the future.
Above all, be relevant
More often than not, firms are afraid to give the game away. They don’t want to go into details or overshare, out of fear of giving their services away for free. But by creating content that comes across as vague or non-specific, it helps neither you nor your readers. Content needs to give the reader something to take away. If the reader doesn’t feel informed, they won’t value what they have read.
As the saying goes, write what you know. Be open to share your expertise. Law firms have a wealth of knowledge and being part of today’s world means transparency and a willingness to share that knowledge is non-negotiable. Delivering it through publications is a key piece of the puzzle to ensure your position, create strong connections and secure good PR. Unique, insightful content will separate your firm from the competition.
Make sure what you write is well organised and easy to digest. Most importantly – don’t sell. Editorial publications will not accept content that is a loosely veiled sales pitch.
Mind your tone
Each publication is unique, just as its audience is unique. Don’t conflate your content with jargon. Tailor your writing to the audience you’re writing for and their level of industry expertise. It is always best to write in plain English, even when addressing lawyers.
Take note of the publications’ editorial guidelines. They’re usually not too difficult to locate online or ask the editor to send them to you. Familiarise yourself and ensure your tone of voice is correct – the editor will appreciate it.
No random acts of marketing
Lastly, don’t publish for the sake of publishing. Ensure it’s part of your overall marketing and PR strategy, and not just a random act. Publishing content should be integrated into your broader marketing plan so it’s responsive and relevant. As they say, timing is everything. Publications prefer to form ongoing relationships with firms. They will get to know you and your expert area and will be able to rely on you.
Publishing legal analysis, news, or advice has a huge potential for law firms. Having your expertise circulated to a huge audience, increased through respective social media platforms, has the ability to broaden your reach, generate opportunities like speaking engagements, or even new clients.