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How To Be Successful With Content Marketing
Content marketing should be at the forefront of any marketing strategy for a modern law firm. With materials like blog posts, infographics and videos you can raise your online profile, build trust with potential clients, and establish yourself as a source for information. Along with that, content marketing costs less than traditional marketing and it usually leads to better results.
When it comes to content marketing, there are few things that offer as much value as developing evergreen content. Read on to learn more about what evergreen content is and how you can develop this media for your law firm.
What is evergreen content?
Evergreen content is any type of content that maintains its relevance for as long as it is accessible. Whether a person views the content the day it is published or five years in the future, the information will be just as useful. It is the direct opposite of topical content that is intended to cover a topic that is immediately relevant.
Good examples of evergreen content would include:
- Who is at fault in a rear-end collision?
- What to do after a car accident
- Tips for talking to insurance adjusters
Examples of content that is not evergreen:
- 2016 Was a Record Year for Auto Recalls
- Snapchat taking the blame for recent car accidents
- Several Injured in Commuter Train Accident
The first step in the process is to develop some content ideas. The best way to come up with ideas is to put yourself in the shoes of a potential client. As an example, say you are trying to develop content for accident lawyers. You would start by thinking about the types of questions that these clients would have and the types of information that would be useful to these individuals when they consult on accident-related cases.
The trick is find content ideas that are not too broad while also avoiding going too narrow. You also want to remember that you are not writing for the experts. This content should appeal to the average person that might have questions about your area of expertise. Avoid complexity where it is possible and try to explain things in a way that is easy to understand.
Do Keyword Research
Even if you have a good piece of sustainable content with long lifetime significance, its value will diminish if people can’t find it. By applying some SEO techniques to your evergreen content, you can ensure that it will come up for the relevant search terms and you can also help to improve its search ranking. When you combine evergreen content with SEO, it is a recipe for developing media that will offer good value for your business for a long time.
Before you start writing any piece of evergreen content, you should do some keyword research to find the terms that will provide the best results. The idea is to find the keywords that have a good amount of search traffic and good click-through rates. You have several tools that you could use for keyword research, but two of the most popular are Keyword Explorer from Moz and WordStream’s free keyword tool.
Once you have some content published there is more that you can do to increase the success of your evergreen content. The first thing you should do is try to promote it. Create social media posts for every new piece of content you publish. This can spread the word and get more people interested in your material.
Another point is to try to use some internal linking on your website. If you mention a specific area of practice in a piece of marketing content, link over to that service page. When you develop content in the future, think of ways that you could link back to pieces of content that you wrote in the past.
You could also consider repurposing some of your evergreen content. Repurposing is a good way to get moere value from a piece that you already worked on, and since much of the work is already done, you can get new material without having to spend as much time on it.
Blogs are some of the easiest pieces of content to repurpose. If you have an email newsletter, you could just send copies of your most popular posts as emails. You could also find ways to turn them into videos or infographics.
With content marketing, you promote your law firm by providing information to potential clients. When you use evergreen content as a part of your strategy, you develop content that is going to continue to serve this role far into the future, and continue to build value for your firm.