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Marketing the Law FirmFeaturesLaw Firm Marketing and Business Development

Everything You Need to Know About Law Firm Content Marketing

By Melanie Trudeau
June 01, 2021

Most law firms understand the value of content marketing, but struggle with creating a plan that produces results and works within their resources. Content marketing will help raise brand awareness for your firm and showcase your attorneys' knowledge and expertise in their practice areas. However, creating relevant content takes time, so being strategic is essential.

There are six steps to developing a content marketing program. These steps should give you the framework you need to execute an ongoing — and effective — content marketing model.

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1. Define Goals

Start with overarching goals for your content marketing program. Examples are: "Build brand awareness for the firm in the New York market" or "Increase the visibility of the firm's attorneys." Then get more granular with your goals by looking at individual practice areas, geographic regions or industries. An example could be: "Build brand awareness for the firm's commercial real estate practice by developing informational content targeted at real estate developers" or "Increase the visibility of attorney A and attorney B in the intellectual property arena, specifically in the automotive industry."

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