Last week I read a wonderful article entitled ‘Hard proof that content marketing works – a professional speaker case study‘.  I found it an excellent article outlining how creating great content and putting it on your website regularly can directly impact on not only your websites’ search engine ranking and visitors, but also converting those visitors into paying clients. So why isn’t everyone doing it?  What are the most common barriers to content marketing and social media use and how can a small to medium size law firm overcome them?  Let’s have a look at a few in detail. ‘My staff and I do not have time to be constantly creating content for and updating blogs, newsletters and social media.’ This is probably the number one reason why many law firms are lagging behind when it comes to utilising the full potential of content marketing.  However, the brutal truth is that the old-fashioned way of senior partner networking via the golf course and catching up with old school friends is not going to bring in the clients in today’s fast-paced, technology dominated world. If your competitors are producing great content for their website and social media pages then you have to as well. You can either do the work yourself ie getting your firm’s authors to write valuable, up to date articles on their practice areas or you can invest in engaging a professional copywriter or content marketer to do the job for you.  The advantages of hiring a professional are:

• They are writing all the time for all types of industries so they are aware of current trends and what particular markets are focusing on at a present point in time.
• Their hourly rate is much lower than a solicitor (especially a partner).  You can carry on with providing service to clients and generating billings and leave the content marketing to someone else.
• A professional copywriter or content marketer will create a long-term strategy to cover all your ongoing social media and content publishing. They will also analyse results and change things where needed in order to attract quality leads to your website and turn them into paying clients.

‘I do not like the word “blogging’, it demeans the concept of the work law professionals do’. “You should consider turning your law firm and in particular your law firm’s website in to a valuable source of content. Think and act like a publisher.”  This is wonderful advice written by Paul Hajek who runs the Solicitors Online Success Story website.  You can read the rest of his wise words on content marketing here.  If you feel that ‘blogging’ is not a word that reflects the image of your legal firm then simply call your information page “Articles’ or ‘News’.  The purpose of a blog page is not contained in its title but in the quality of the content you include which is designed to assist your existing and potential clients. ‘There are so many social media websites…I would never get any work done if I tried to post on them all!’ Your firm does not need to have a presence on every single social media site out there.  Just pick a few that you feel will return an investment on the time you spend adding to them and nurture them closely.  At the very least all firms should now have a presence on Facebook, LinkedIn and Twitter.  However, Pinterest, which is the fastest growing website in history, can also provide valuable exposure for your business and give your firm a more visual and human appeal.  For a great article on how law firms can use Pinterest click here. So when it comes to creating and maintaining a content marketing and social media strategy 2014 is the year to make it happen.  There is now no better way to highlight you expertise, knowledge and professionalism to potential and existing clients.