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When a law firm is trying to build its brand and reach more clients, one affordable and effective path to consider is content marketing. Research indicates that content marketing not only costs less than traditional marketing, but that it also has the ability to influence consumer sentiment in a much more positive way than other methods.

Part of what helps to make content marketing so effective is that it is not a sales pitch. Instead of overtly promoting your brand, you build up material like blogs, videos, and infographics to inform consumers of and generate interest toward your business.

Evergreen content can be one of the most valuable tools for a law firm that is developing a content marketing strategy. In this post, you will discover what evergreen content is, and gain some important insights into how you can produce your own evergreen content.

What Is Evergreen Content?

Evergreen content has timeless appeal. It is information that should be as useful in five years as it is the day it is published. You may need to go back and make the occasional tweak, but the idea is that the core message should never lose its relevance.

Content Ideas

You can start the process by making a list of concepts. When you are developing these ideas, you need to consider the types of information that will interest your intended audience. In this case, your intended market would be the types of clients that you want to attract to your law firm.

For example, imagine you’re a firm specializing in car accident injuries. You would likely want to get the attention of clients that are interested in pursuing cases pertaining to automobile accidents. Once you know that, you can consider the types of information that would be useful to this audience. What kind of questions do they normally have? What are common concerns among people that are involved in this type of litigation?

Finding Keywords

If the content is going to be posted on your website or some other online platform, you want to make sure it is easy to find. Since search engines are the primary means through which people find information online, you need to be sure to optimize your evergreen content for these search engines.

One of the most basic principles of Search Engine Optimization (SEO) is the use of keywords. These are the words and phrases that people use when they search for things online. By making sure to include these relevant keywords in your content, search engines are better able to categorize your work under the correct search terms. When done well, this can improve your ranking in the search results.

Creating Content

Once you have some content ideas and relevant keywords, you can start working on creating the media and materials. Remember, you want to develop content that is going to interest your intended audience while also providing useful information. The following are a few tips for creating good evergreen content:

 

  • Don’t be dated: Since it is evergreen content, you want to avoid including anything that will put a date on the material. Don’t refer to any recent events or anything that is expected to happen in the near future.
  • Keep it simple: Content marketing is for potential clients, not your fellow legal professionals. You want to explain things in plain English and make it easy to understand.
  • Focus: Keep your ideas focused on the topic at hand. Define the points that you want to get across and stick to them.
  • Formatting: Most visitors will only read a portion of the content. That is because people scan for the information they need and ignore the rest. If you want to make your text useful to readers, you need to format it in a way that makes it easy to skim. That means using things like bolded subheadings and bullet points.

 

Getting your content written and published is good, but it is only a start. As  mentioned before, you may need to go back to update information in the future. You should also consider posting about the pieces on your law firm’s social media accounts. Finally, you could also consider repurposing your content to get more value from the work that went into developing the original piece.

This post brought you by our friends at Taktical Digital.

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