Should we be creating more content but at a low level of quality, or less content at a high level of quality? For law firms looking to make an impact with their content, this question poses a false dichotomy. There is another alternative, which is to produce a high level of content at a high level of quality. If you are, in fact, hoping to make an impact with content marketing, there is no choice other than to do more, better.
What is Content Marketing?
Smart brands—law firms and otherwise—have come to understand that old-school, mass-market, interruptive styles of marketing, such as traditional advertising, aren’t working any longer. Consumers of all types of products and services, from light bulbs to legal services, are finding new ways to consume information, and are ignoring brands who are interjecting what they want people to hear and see, rather than creating stories consumers want to hear and see themselves.
Rather than one-off ad campaigns and self-centered marketing materials, law firms that produce content that inspires, educates, and entertains members of their target market, while using a consistent, authentic editorial voice, are succeeding in breaking through in today’s challenging and crowded marketplace for content. The best law firm content marketing, be it in the form of website content, articles, video, or audio, focuses on the client’s information needs and not the firm’s own preferences.