When sitting down to outline a year-long legal marketing content strategy for your law firm, it may seem like you’ve bitten off more than you can chew. Break that 12-month whopper into smaller chunks, however, and you may find the process to be more manageable and effective.

Whether you are wet behind the ears or a seasoned professional approaching your next annual content calendar, the “how to” guide below can help your practice create the ultimate four-week attorney marketing content strategy to increase web traffic and audience reach.

1.      Determine audience, assess value, and establish goals.

The secret to any successful content strategy is to provide value to the audience. Readers are not going to continuously engage with your firm’s marketing material if it does not help them in some way. Therefore, you must decide two things before ever putting fingers to keyboard and producing content: who your audience is, and what value they can derive from your content.

One example: a bankruptcy law practice wants to appeal to 30- to 45-year-old small business owners who are struggling to determine if bankruptcy is the right path for them and their companies. The firm can supply expert information about the benefits and drawbacks of bankruptcy, as well as stories and case studies about small business clients whom bankruptcy has helped.

After completing this exercise and pinpointing your audience and potential content value, be sure to write out specific goals for your month-long attorney marketing plan.

2.      Vary your content calendar.

Be sure to carve out time to develop various forms of marketing material across multiple platforms. For instance, during week one, focus on producing different types of content each day (don’t forget to keep your particular marketing goal in mind during planning).

  • On Monday, write a blog post to host on your law firm blog
  • Tuesday could focus on Facebook posts
  • Wednesday could involve a LinkedIn campaign
  • Thursday could be the time to craft a brief email newsletter containing social media links
  • Friday could encompass an outline for the next week’s content

Then, week two can center upon iterating and spreading these posts across platforms—take what you wrote for your blog post and turn it into a Facebook teaser linking back to your blog, or even rephrase the blog article and host it on LinkedIn. Week three could focus on engaging new and existing followers using a contest or some sort of incentive that routes participants back to your attorney website, and week four would be the ideal time to repeat week one’s content plan but specifically gear it toward new followers.

3.      Form good habits, and continually experiment.

Going strong for a week or two won’t get you anywhere—a good content strategy is a long-term investment. Think about your four-week attorney marketing plan as a way to develop beneficial habits (which typically take at least 21 days to establish, according to research). Create routines that you can follow week after week until you see results. And of course, don’t be afraid to analyze feedback and tinker with your plan if you feel that outcomes could be better.

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