Producing fresh blog and website content every week can be challenging for any law firm, large or small, and there’s no easier way to alienate an audience than pushing redundant content merely for the sake of production.
Creating a content and SEO calendar can help your law firm produce higher quality, regular content. A well-planned calendar might also focus your firm on its long-term legal marketing and SEO goals and help your firm revamp its overall marketing strategy. Refer to the simple how-to guide below to design a comprehensive content and SEO calendar this year.
1. Assess your current strategy
What do your prospects and clients respond most favorably to? Informational articles about divorce? Visually appealing infographics? Email newsletters that include a “Get to Know Our Attorneys” feature?
The first step toward revamping your legal marketing strategy is to analyze what currently appeals to your prospects and clients. Keep in mind that various audiences might not like the same things; prospective clients might be more interested in extensive educational pieces while existing clients may prefer to receive brief updates about your law firm, for instance.
2. Plan a variety of strategic content
After determining the materials that accrue the largest amount of interaction and feedback, your law firm can start tailoring its legal marketing calendar around the pieces that peak consumers’ interest instead of wasting valuable marketing resources on ineffective content.
Pull up a calendar of the next quarter or rest of the year and start plugging in weekly content ideas and themes. For instance, one month of your firm’s annual calendar might look like this:
- March 31-April 4: Monthly newsletter including updates about newly hired attorneys
- April 7-11: White paper focused on “The Timeline of a Typical Personal Injury Case”
- April 14-18: Infographic based on last week’s white paper
- April 21-25: 300-word blog article titled “The Truth About Personal Injury Settlements”
Keep in mind that all marketing pieces should have an SEO component; be sure to include effective keyword phrases that cause your firm to rank higher on search engine results pages.
3. Consider optimal marketing times
According to data from Facebook, the most optimal days to post on Facebook are Thursdays, Fridays, and Saturdays. Marketing research shows that most consumers open emails in the early morning hours, around lunchtime, and after dinner. These statistics vary depending on audience and industry, so it’s important that your law firm experiment to discover the best times to push your marketing material.
4. Marry content and social media
Blog posts that go no further than your webpage do no good for your law firm. It is absolutely essential for law firms to include social media activity in their legal marketing calendars. One way to do this is to schedule out certain times every week to post on social media and interact with your audience (don’t forget to keep optimal marketing times in mind when doing so!). Soon enough, spreading content to social media will be second nature!