Blog / Finding the best content marketing channels for your law practice

You've secured executive buy-in to embark on a content marketing programme for your law firm. Congratulations! Your practice is sure to benefit; after all, there are so many excellent content channels to tap into - such as new content areas for your website, a corporate blog, white papers for download, articles for online magazines and content aggregators, a multitude of social media sites...but how can you prioritise? Which ones are the best content marketing channels for your law practice?

Overwhelming, isn't it? The good news is that it doesn't have to be if you take it one step at a time. With some initial research and an adventurous spirit, you can make content marketing work to build a community of interested followers and likely prospects you can convert to repeat clients for your firm.

To find the best content marketing channels to begin with, answer these three questions:

• Who is my firm's target audience for this content marketing initiative?
• Where do they go for information related to the work that they do, as well as information related to the field of law in which we specialise?
• What kinds of information are they looking for, and how can we deliver that information in a helpful, non-promotional way?
  
  For example, let's say your firm focuses on patent law and you want to attract more technology start-ups by utilising the right content marketing channels. Start by asking your current tech clients where they go for information related to their business. This will give you a good start in determining the best content marketing channels to prioritise.
  
  
• Do they look for information specific to their geographical area?
• What online publications and blogs do they read?
• What associations do they belong to?
• What LinkedIn groups do they belong to and why?

The answers to these questions are the online destinations you want to become familiar with because that's where you will begin your content marketing initiative and where you want your informational content to appear. This could be as easy as adding more information to your website so that you rank higher in Google search results so prospective clients can easily find you; or launching a monthly column on the Chamber of Commerce website to showcase your expertise to businesses in your area. It may mean that you start a practice Twitter page and tweet about current trends that clients are talking about so you can expand your network and reach.

Once you know what publications your prospective clients read you can begin to forge relationships with reporters and publishers to pitch article ideas for which you can be their expert source. Make a list of their membership associations and find out what types of conference speaker they're looking for (speaking engagements mean web presence, videotaped presentations that post on websites and coverage on social media sites.)

The takeaway here is, get involved in the conversation, wherever that conversation is taking place. Be an active and giving participant, and you will be welcomed into your clients' content world with open arms.