Lawyers are natural content marketers. They have a lot to say and the expertise to back it up. There’s also a natural audience hungry for information on a wide spectrum of legal matters.
Before getting too far ahead, let’s back up for a moment to define content marketing. Simply put, content marketing is original content – blogs, social media, white papers, videos – generated for the purpose of marketing. It’s real and useful information, as opposed to marketing fluff, but its ultimate purpose is to generate business. As always, it’s not legal advice.
For lawyers there are a number of benefits to content marketing. First the law is based on information, and there’s no shortage of that it our practices. It’s also information that is not always readily accessible or readily understood by the general public. It needs explanation and interpretation. Also, there are an incredible number of niches out there, and there’s an audience for every one.
It is true that there are a lot of legal blogs out there, but that’s not a reason to throw in the towel before you even start. Lawyers are trained advocates and as a result are excellent communicators. There’s no one out there who is speaking in your voice. To be more practical about it, it’s quite likely that there’s no one speaking about your area of expertise in the geographical area in which you practice.
One argument against creating content is that it’s work that is not billable. No dollar signs. You can think of this also in a couple of ways. First, it doesn’t cost anything (except your time) and it’s an investment. It does cost money to make money. If you do the calculations, and it’s either not worth it to devote the time to creating content or you just aren’t good at it, there is an alternative. You can hire someone to do it for you. That will cost some money, but it’s likely to be a worthwhile expenditure that will quickly pay for itself many times over.