Having a solid content strategy in place that is expertly executed can help in two ways:
1. Make your company stand out as a thought leader
2. Significantly increase your website rankings
Both will ultimately draw in more viable leads and clients. Let’s discuss how you can accomplish creating a content strategy plan.
A content marketing strategy is an essential component to having a successful site. Not having a plan in place prevents many companies from achieving their desired marketing results. More importantly, creating a haphazard plan can be a complete waste of time, where you target the wrong audience and write the wrong content.
The first step to developing a successful content strategy is to stop writing random content for your site. Stop writing short blog posts. Stop posting irrelevant news and calling it a day. When you write content just for the sake of creating content, you may not even be writing for your target demographic. It is critical that you focus your resources on strategic content strategies that outline topics and help you work toward crucial business development priorities.
Outline a custom content plan.
The next step is determining your firm’s overall business strategy and then creating a custom content plan that meets both short- and long-term goals. Some excellent questions to consider are:
• What areas does your company want to grow?
• Where are the best opportunities for growth?
• Who are your target clients?
• What are your ideal clients’ needs or issues?
• Where do those clients read online?
• How can you showcase your content to them?
Create detailed buyer personas.
Creating a buyer persona will help you have a fictional representation of your ideal client. Research your target persona demographics, which include:
• Job title
• Job responsibilities
• Experience with legal services
Consider the buying process.
You need to determine when your clients need your company’s services. Some services are apparent; for example, if someone is getting a divorce, they will need to hire a divorce attorney. I work with law firms on their content and marketing strategies. Continuing this example, let’s map out the process:
Step 1: Find consumers who don’t know they need your services.
Plant seeds in people’s heads. Most people don’t get married anticipating a divorce. However, if you plant a seed that your firm handles divorces, potential clients are more likely to remember your firm if they need to get divorced. Often, seeds grow into prosperous leads. When fostering leads in this critical stage, attract consumer attention by using keywords in your blog and social media content.
Step 2: Convert potential visitors.
Continuing the divorce example, this step is when the potential client is considering a divorce and looking for an attorney. This is an excellent stage to gain conversions. Incorporate easy-to-fill-out forms for information, calls to action and landing pages. Landing pages are separate from your website and allow you to tailor your SEO and keywords specifically for terms such as “child custody divorce lawyer in New York.”
Step 3: Close leads and turn them into clients.
The last step is turning leads into clients. While they’re evaluating potential law firms, share strong calls to action, respond quickly to any inquiries and share content that addresses your success rates.
By taking the time to map out this entire process, your company will understand how you can obtain clients who need your services in order to tailor your content strategy.
Create an editorial calendar.
Instead of blogging or writing about random topics each month, an editorial calendar allows companies to strategically map out the type of content audiences want to see. Editorial calendars allow content to remain strategically focused on topics that clients are looking for, including the incorporation of keywords. Having this calendar in writing also makes it easier to write consistently since many topics are already laid out for your team.
Various content types should be included in an editorial calendar, including newsletters, e-books, videos, webinars and industry reports. Having a focus theme or topic for a week or month is helpful, too, as your company can push the content plan across media channels and online marketing campaigns.
By having e-books or content that people must sign up for to access, you can then use the data captured to mail out newsletters or stay in touch with potential leads. Great topic ideas for law firm editorial calendars include, but are not limited to, recent questions that clients may have for attorneys, rulings, new legal trends, upcoming laws, etc.
Define SEO keywords.
Your company’s top priority should be writing high-quality content for clients, but this also requires careful research to incorporate search engine optimized keywords naturally. When you research keywords that pertain to your target audience, you’ll likely notice a trend. For example, here are some common keywords for attorneys, which you can further research on Google Keyword Planner.
• Divorce attorney in New York
• Child Custody New York
• Divorce New York
Incorporate these keywords naturally (about 1-3% of your written content) to maximize your keyword search results.
Develop a distribution strategy.
The last step in having a successful content marketing plan is developing a distribution strategy that is effective and reaches your intended target audience.
You can no longer just post blog content to your website and sit back waiting for organic results to happen. To be successful, use a variety of platforms to distribute your content, including social media and paid social media ads. Some of the most successful marketers use these paid resources to reach their target demographics and define their audiences.
By using these effective content strategy plans, your company can develop a lead generation program that wins over clients and delivers a solid return on investment.
Source : Forbes