Recently, Bryan Pattman, partner and Director of Communications at 9Sail, sat down to discuss how law firm content creation can lead to client acquisition. He spoke with two leading industry minds: Jacob Eidinger, Director of Marketing and Communications at Crumiller; and Wendy Lieber, CEO and Co-Founder of ContentBacon. Read on to hear some of their thoughts on best practices for maximizing the reach of your content strategy and turning a potential client into a paying one.

Key Takeaways

• Content marketing for law firms is not just about SEO– it’s about making sure anybody in the market for legal services knows the heart of who you are and what your law firm can offer.
• Understanding your audience is key– make sure that you have a firm grasp on who you’re speaking to, what platforms they use to find solutions to their problems, and how you and your team can best help them.
• Make sure your website and its content have points where you can engage your audience, encouraging them to enter into conversation with you or indicate that they want to learn more. This also includes communicating with your audience on platforms like LinkedIn and following up after conversations with potential new clients. Engagement leads to solid leads who become new clients.
• There’s no one-size-fits-all plan for how often you should post; rather, successful content marketing is about consistency. Find ways to stretch your content, optimizing your time and resources to achieve the best results.

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