Blog / Useful content: the core of an effective marketing strategy

It's no secret that we're living in the digital information age. Today's Buyer 2.0 performs online research before making a purchase, and this includes purchases made by business buyers. According to the 2014 State of B2B Procurement study from the Acquity Group, 94% of business buyers do some form of online research before making a purchase:

• 77% use Google search

• 84% check business websites

• 34% visit third-party websites

• 41% read user reviews

It's no surprise, then, that law firms are among the most rapid adopters of content marketing. Relevant content gives empowered buyers - and your potential clients- the answers they need to make informed purchase decisions; and when law firms utilise brand content across multiple online channels they can influence those decisions in favour of their firm.

What is content marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience -- and, ultimately, to drive profitable customer action. Legal content marketing's purpose is to attract and retain potential clients and referrers of work by delivering relevant content related to the field or fields of law in which your firm specialises. In essence, content marketing is the art of communicating with your clients and perspective clients online without appearing self-promotional. You're not pitching your services; you're delivering information that makes your buyer more informed. The essence of this strategy is the belief that if we, as legal professionals, provide consistent, ongoing valuable information to buyers, they will ultimately reward us with their trust, their business and their loyalty.

Legal content marketing has the additional benefit of helping to build awareness of your firm in the online market place. This is especially beneficial for a new practice, a firm that has welcomed new partners, or one that wants to branch out into additional specialities or industries.

Whatever your reason for wanting to learn more about content marketing strategies and tactics for law firms, we hope you will visit this blog each week for helpful tips and information. You may also sign up to receive new posts via email.