A Perfect Merger: Writing and Law

Thomas Mullins – Legal Content Specialist @ Article-Writing.co

Posted On: February 28, 2018
From small private practices to large law firms, attorneys are learning the value of a new ally in the world of marketing: writers. Developing factual, informative, and readable content that drives traffic to law firms’ websites is a key resource for securing new clients and business. Law firm content marketing is critical to your success. Let’s dig in.
Finding the time to write regular content can be a challenge for many busy lawyers. Calendars packed with court hearings and client meetings mean that marketing and content writing concerns often end up at the bottom of most attorneys’ to-do lists.

Establishing and cultivating a professional relationship with an experienced and knowledgeable legal writer provides lawyers with a valuable partner to boost online presence and marketing.


Words are the Most Powerful Tools

The same way well-written briefs or memos sway a judge and jury, powerfully written legal articles and blogs will influence new clients. Firms can use online presence, blogs, articles, and well-crafted webpages as commanding resources to reach a wide range of legal consumers.

Successful attorneys know the significance of investing in high quality presentation as part of a comprehensive marketing plan.

Speaking to Clio Advocates, attorney Jordan Couch of the Palace Law Firm advises fellow lawyers about the importance of an online presence in today’s legal market. “Have a valuable website, and create valuable content. If you demonstrate your value instead of describing it, potential clients will flock to you.”

A qualified and talented wordsmith gives your legal content the energy it needs to reach out and attract consumers. Enjoy the value of increased exposure and traffic by relying on a legal content writer to put the power of words to work for you.

law firm content marketing

Tackle the Toughest Issues — Plainly

The law is frequently a complex and convoluted topic. Statutes, briefs, and law journals can be difficult to understand and tedious for most people to read. Consumers appreciate when an attorney makes sense of a new statute or court decision, and takes the time to explain a basic legal concept in plain English.

In a podcast for the National Law Review, Jim Matsoukas of Pierce Attwood, LLP identifies the biggest marketing challenge for the legal industry, saying that most lawyers must, “Be more sophisticated and more strategic about the language we use in articles, and publications and how that matches up with people looking for legal services.”

Sharing your knowledge and expertise via online content creates lasting impressions with legal consumers, but only if they can understand it. A legal writer serves as an informal translator between the law and the average person.


Rely on the Appropriate Expert

One of the most compelling reasons to turn to niche content writers for legal needs is based on different skill sets between lawyers and writers. The Huffington Post once headlined an online article on legal marketing: “Lawyers are Terrible at Content Marketing.”

Legal content development writers focus on your message, but have the experience and know-how to tailor the language to a specific audience. They create a successful merger of the law and language to drive traffic, grow readership, and engage new clients for successful marketing of your practice or firm.

When consumers need legal assistance, they rely on the experience of an attorney who knows the law. And when the most successful lawyers need engaging and informative legal content, they turn to a team of professional writers familiar with the law who will get their messages out and their practices noticed.

Let Article-Writing.co do the work for you

We are an experienced company with a writing team that has been the antithesis of each of these mistakes.

It isn’t easy to find talented, reliable writers that do extensive research and provide the best content, but by avoiding the mistakes above, we’ve done it!

Outsource your blog writing needs to us and you’ll get access to our skilled team of writers and editors, all without you having to go through the rigorous hiring process.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.