Originally Published On: https://www.bestmarketingforlawyers.com/law-firm-content-marketing-trends-for-2023/
Is your law firm ready to create content for your digital marketing campaign in 2023? Marketing is essential for any company, including law firms. Various digital marketing fads have come and gone over the years. Marketers have abandoned or use traditional marketing techniques only sparingly. To remain effective, law firms must keep up with current marketing trends.
Many law firms prefer to manage their own marketing. However, as there is always a case to attend to or a client seeking advice, legal practice is a full-time effort. Digital marketing, on the other hand, is a full-time job. So, keeping up with the latest content trends, monitoring and optimizing campaigns, and generating new leads all take complete dedication.
This article aims to educate law firms on current content marketing trends and how they can stay up in 2023. Hiring a digital marketing agency, on the other hand, allows attorneys to concentrate on what they do best while still reaping the most benefits.
Good Content is Built on Trust
If you want people to trust your law company, you must share credible content with them on a regular basis. Concerns about privacy, security, and credibility have made people less likely to trust the businesses and organizations with which they do business. It is critical that clients and prospects believe you have the solutions and are the best solution. Most people base their choices on feelings of trust, which is particularly true for legal consumers. Transparency in your marketing and business transactions is critical as you plan for this year.
Align Your Law Firm Digital Marketing Content With Influential and Trustworthy Voices
Influencer marketing does not function the same in the legal industry as it does in other industries. There are, however, many leading lawyers producing content who may be willing to write a guest blog for your site or even feature one of yours on their own. Your law firm can use relationships formed with these industry experts to leverage their own impact and be heard by a new audience by engaging in the popular trend of influencer marketing. Collaboration on content is often in the best interests of both legal firms and influencers. Once you’ve identified the best influencers to connect with, you can ask them to write a guest piece for your blog, be a featured guest on their upcoming podcast, or provide an expert opinion in their webinar – the possibilities are limitless.
Increased Use of Video Content
Video is the future of content promotion. Video marketing can boost your search and SEO rankings, improve interaction with your audience, and help influence clients to choose your firm. Read our blog piece, Law Firm Video Marketing Techniques, to learn how to differentiate your firm’s approach from the competition. TikTok and Instagram Reels have boosted the popularity of short-form video in particular. Keep your video material short, interesting, and bite-sized.
Rising Digital Content Trend: Podcasts
By the end of 2024, there are expected to be 504.9 million podcast users. That means this platform has a lot of untapped promise. The beauty of podcasts is that instead of sitting down to read something, customers can listen to information whenever and wherever they want, using only a smartphone or device. Firms may even consider producing multiple shows aimed at particular audiences in each of their practice areas.
Email Marketing is Making a Comeback
With over 4 billion daily email users and 77% of marketers reporting an increase in email interaction in the previous year, it’s time to maximize your company’s email marketing strategy. Make an effort to write an email at least once per week. Launching a newsletter or sharing your most recent content creations (blogs, ebooks, videos, etc.) are excellent methods to increase the effectiveness of your email marketing efforts.
The User Experience Is the Most Important
The user experience has always been an essential part of a successful digital marketing campaign. Since the average internet user is much more technologically savvy than ever before, most will exit away from your website if it isn’t mobile friendly, high speed, designed in a pleasing and cohesive way, and using high-quality and alluring images and other forms of digital content.
Make Sure You Do Your Research
With the spread of misinformation on everyone’s mind, it’s all too simple to lose your credibility and trust by not giving accurate information in a matter of seconds. Back up your claims with reputable sources and have more than one trusted and knowledgeable individual read your content before posting it. You don’t want to find yourself providing potential clients with incorrect information, as it makes your entire law firm appear disreputable.
Automation and AI
There are many tools, such as Grammarly and Google Docs’ autocomplete feature, that digital content producers can use to speed up their process. With more tools on the way like Chat GPT and Google Bard, law firms should be on the lookout for new ways to integrate AI and automation to improve their content marketing ROI. Although AI is a great way to produce content, it is still important to have humans that can oversee content to ensure no incorrect information is found and to add a personal touch to the writing that only a human can.
Let Content Show Your Authentic Side
Law companies have always struggled to show their humanity to their clients. However, with users becoming increasingly turned off by overly promotional content that reads like advertising, staying authentic and human is critical in 2023. This means that businesses must provide audiences with material that is both informative and personable. Look for methods to make your writing more human. You want your content to read as if you were informing a friend about a new legal development, rather than as an attempt to win a new client.
Main Takeaways: Client-Focused Content in 2023
Many of the trends in content marketing for law firms in 2023, as you can see, revolve around client-focused interactions and providing an interactive, integrated approach to promoting your firm. Now is an excellent time to review your firm’s yearly marketing plans and ensure that your tactics are in line with the strategies that can truly move the needle for your company.
