It’s the new buzzword in marketing — content marketing. You’ve probably have heard about it from your own marketing gurus. And just doing a casual glance in marketing blogs and news articles, you would think content marketing will solve all your client problems. But what exactly is it? Is it really important? And will it solve all your client problems?
First, let’s give you a good definition of this type of marketing. Content marketing is nothing new, it’s been around forever. It’s when you create and share any content that helps attract new clients to your law firm. For instance, this blog post is a form of content marketing – we’re informing you so when you’re looking for a marketing team in the future, you know what to look for. Any time you create a video or upload a podcast, that’s considered content marketing.
However creating something like a TV ad, that’s not content marketing. Why? The difference is publicity methods such as TV ads or billboards only gives the client a limited amount of information that doesn’t educate them. Think of all the TV ads you watched last night. Can you remember more than one? Exactly. Content marketing is much more than a second of your time. It can persuade as well as educate.
Every week there seems to be another guru who will tell you the secrets of content marketing and how you can bring in the masses. But there really isn’t any secret to content marketing. You just need to know your audience.
Ahh, there’s the rub. The fact is, anyone can write a blog or create a video. But if your blogs are focused on something, such as current events, other than your specialty then you might not be getting the clients you deserve. This is where your analytics come into play. Take a good look at who is coming to your website. Are they the clients you want? If not, then maybe it’s time to make a plan.