Keeping up a flow of quality content is a major headache for every marketing professional. This article is the second in the series that I have put together which concentrates on some key points which are useful and achievable in terms of time, money and resource for those of us working in a legal environment.
Content covers a wide variety of options from articles to webinars. Whilst each has some particular characteristics, there are also some general rules which apply to them all and it is on these that I am focusing using the term “articles” as a shorthand description applicable to all forms of content.
My first article looked at why choosing a good title is so important and what makes a good title.
This second article looks at topic and keywords.
- Know your target audience. Many people putting out content in the legal sector are thinking about topics the wrong way round. Their starting point is reactive (eg a judgment has come out) rather than proactive (how can the judgment help the clients I want to attract?). If it helps, create a client persona and then make sure your topic fits with their characteristics.
- Be relevant. Think about the client and what they are interested in and/or might need help with. The focus should always be on the reader. The more niche the topic, the more relevant it will be. What is keeping people up at night at the moment?
- What is your goal and the goal of the article? In other words, what is the point of the piece and why should anyone want to read it?
- Think about keywords. What words do you want people to be searching for and which, if you include them, will bring them to your article? If you have ticked the relevance and goal boxes above, this will not be difficult. I am not suggesting a formulaic repetition of key phrases, more an awareness of what terms someone might be searching for in connection with the area you are covering.
- Don’t be afraid to borrow ideas but you must give them your own twist. If an important judgment has just come out, don’t just summarise the judgment. Why should your readers be interested in the result? What commercial imperative might be in it for them?
- Which brings me on to personality. Why is most legal content as dry as dust? If you are trying to engage readers then making your content reflect a little personality is definitely worth considering.
Finally two key factors to remember:
- Even if you don’t seem to attract an audience with one topic, you may with the next. Keep creating!
- Articles stay online for a long time. If you don’t have a bite immediately, it may come months/years down the line.