The Minnesota Local Group hosted a program focused on content marketing. On August 16, 2023, Amy Knapp, Director at Knapp Marketing, shared her expertise and focused on steps to take for effective legal content marketing.
Content marketing is nothing new, but it has made massive shifts over the past ten years. The way people think about content is changing rapidly due to new technologies, such as artificial intelligence.
“The way we thought about content, measured it and found what was valuable, is no longer the same. We don’t know how AI will be used, but it will help us solve a problem for which we are searching a solution.” – Amy Knapp
Amy shared 5 best practices:
1. Good content, period. It is a waste of time to not write good content. Content needs to be relevant, client focused and give an answer. Be sure to consider how Google functions when assembling content:
· Google is prioritizing conversational tone so don’t sound too lawyerly.
· Zero clicks is driving FAQ sections on websites. Google can comb it, read the answer and serve it up. FAQs are a good idea to have for attorney bios.
· Google likes old content that has been updated. Don’t forget about older content that could use a refresh.
· Google likes influencers. Think about someone who relates to your practice area and is already an influencer.
2. Share and engage on social. At a minimum, utilize LinkedIn. LinkedIn remains very important for the legal industry. Use it to help build reputations and relationships.
3. Niche humans for the win! Build niches for each attorney and surround them with content to demonstrate their particular area of focus.
4. Content for BD and SEO. Research shows that when clients are looking for an attorney to assist on a particular matter, they will view attorney bios to consider credentials and previous experience. Content marketing is important to highlight and demonstrate an attorney's experience.
5. Incorporate AI. AI can be used for competitive research and gap analysis on other law firms or clients. Use it to assist in writing and generating ideas and summarizing data.
Stay in Touch:
Become Involved with LMA