What is Content Marketing?
https://www.statista.com/chart/17518/internet-use-one-minute/
Through content marketing, your firm or organization can take advantage of this massive and growing audience and direct a targeted audience to your unique expertise.
What is content marketing?
Content marketing is providing useful, engaging and rich content to your target audience on a regular basis. By providing free information and material about your legal area of expertise or the products or services you sell, you gain the interest and ultimately the loyalty of your target audience. This translates into paying clients or customers.
How is content provided?
Content can be provided to your target audience in a number of ways - email newsletter, social media posting (Twitter, Instagram, LinkedIn, etc.), blog post on your website or video content on a platform such as YouTube. While your firm or organization may have always provided occasional case law or product updates in the past, the need for regular, niche content on an ongoing basis is the key to success with content marketing.
How long should the content be?
Content is typically divided into long-form and short-form. Long-form content, material 1,000 words and over, often includes in-depth blog posts about a certain topic area, how-to guides, research papers, manuals, conference papers, etc. Short-form content, material typically less than 1,000 words, includes shorter blog posts, social media posts, lists, charts, etc. Opinions differ as to the most effective content length. Search engines typically like long-form content as it signals that the site or page is providing something of value to the reader. Longer posts are likely to have more keywords caught by the search engine and provide the post a higher ranking. On the other hand, with short attention spans, short-form content also serves its purpose. You can also create more shorter posts in a shorter period of time which is something that cannot be understated. The use of specific, or niche, keywords and likewise specific or niche topics perform best in search engines. Likewise, niche topics can assist with promoting your expertise in an area.
Check out this link https://www.google.com/search/howsearchworks/ for an educational look at how Google search engines work.
How will Blackacre Law assist with my content marketing strategy?
Blackacre Law will work with your firm or organization to create a content marketing plan. For example, your firm or organization may be interested in one 2,000 word in-depth article per month on a topic that will drive traffic to your website or social media channels. Alternatively, you may decide shorter, more frequent posts are of interest including regular social media posting. Melissa’s legal experience allows her to research and write on any areas of the law as well as timely business topics. Retaining Blackacre Law allows you to focus on your legal practice or business while content is being produced for your benefit.
Blackacre Law can assist with coordinating website development or setting up social media accounts for your organization. Blackacre Law can also work with your existing website provider to post content.
Blackacre Law will:
Short-Form content (short blog articles, social media posts, LinkedIn updates)
Meet to discuss your content marketing goals and plans;
Research potential topic areas;
Provide a general outline of intended content;
Write the content; and
Publish on a set schedule with minimal client review unless requested. Short-form content marketing is meant to consist of frequent and short posts. Constant review and revisions would take time away from your practice or business and defeat the purpose of hiring a third party to produce your content.
Long-form content (how-to guides, in-depth blog posts, manuals, etc.)
Meet to discuss your content marketing goals and plans;
Research potential topic areas;
Provide a general outline of intended content;
Write the content;
Provide the content for editing and discussion, one round of revisions is included;
Make edits; and
Publish.
Example content:
What is a B-Corporation and what are the legal implications to becoming a B-Corporation in Canada?
Should natural resources be given status as legal “persons”?
Family Law Primer
Provincial Car Accident Guide
Profile on your organization’s CEO or Managing Partner
In-depth Guide to Elder Law
Guide to Occupational Health and Safety
What is Blockchain and what are the legal implications of using blockchain?
State of cannabis legislation in Canada
Liability of texting and walking in Canada
What is the state of privacy law in Canada?
How would Artificial Intelligence change the legal profession? How will it change business organizations?
What legislation governs the use of water in Canada?
An overview of how your law firm or organization is working towards the UN Sustainable Development Goals
How does indigenous traditional knowledge intersect with intellectual property rights?
In depth article on your organization’s product or service