What Is Content Marketing?

  • Christine Champion
Solve Legal
What Is Content Marketing?

If you’ve been looking for new ways to increase leads for your firm via the internet, ‘content marketing’ may be a term that you have come across. Likewise, if your company has done any research into Search Engine Optimisation (SEO) there is a good chance you are aware of the term.

Content marketing is a catch-all term used to describe the process of creating content and distributing it across different online platforms. The aim is to garner targeted visitors to your website, that you hope will become a customer. As a byproduct of your content marketing efforts, you may also acquire valuable links to your company’s website, some of which can help to improve your website’s performance in search engine rankings.

Video: Overview of Content Marketing

Types of content

The main types of content used by legal firms to increase their inbound leads include videos, podcasts and infographics, however the most commonly used marketing material by far is written content in all its guises. Popular types of written collateral include blog posts, long-form content, white papers, e-books, case studies, checklists and templates.

These are often used to provide insight or to explain a concept. They aren’t usually used to overtly sell your service, but to establish your company as a reliable and authoritative source of information. The intention is that by subtly introducing your business, you will gain new inbound leads and sales.


There are thousands of different platforms you can use to promote your legal business. You should focus on the sites that have the biggest and most relevant audiences. Key platforms include the top social media sites such as Facebook (mainly for B2C services), LinkedIn (mainly for B2B services), and Twitter (for both B2B & B2C services). Any respected blogs or news websites within your industry may also represent a good opportunity. If your focus is on B2C services, imagine some customer personas – what sort of websites and platforms would your ideal customer frequent?

The key to success

The key to success with this method of lead generation is to create and distribute high-value, relevant content that readers will be interested in. While the term ‘engaging’ is used all too often in content writing circles, it is used for a reason. You want the reader to engage with your high-quality content with a view to them visiting your website, then contacting you about your legal services.

Sales funnel

If the visitor isn’t ready to contact you at this point, you should give them the option to sign up to your mailing list – helping to guide them through your marketing funnel. Facebook and Google also enable you to retarget previous visitors to your website. This enables you to be first in their mind when they’re ready to contact a firm offering the services you provide.

Does content marketing work?

If you don’t create content that your audience will find interesting and informative, you are unlikely to produce many new leads. Likewise, if you write about the wrong type of subjects that have no ‘buyer intent’ you will waste a lot of time and effort. The upside of this, however, is that even if the article doesn’t have the necessary ‘buyer intent’ to generate leads, if it is informative it may still gain some new links to your website which may help your SEO efforts. We do however suggest researching and focusing on terms with ‘buyer intent’.

Researching and creating content that will drive new leads for your business is a discipline that takes time to perfect and is an area of marketing that is always evolving.

Formulating content marketing ideas for your legal business and putting them into practice

If you would like help formulating a content marketing strategy for your legal business, get in touch with our specialist team today. Whether you are a solicitor, will writer or legal services provider, we can create and implement a plan of action to maximise inbound leads through content marketing.

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