Content Marketing For Black Lawyers and Black-Owned Law Firms

Lee Brookes • May 26, 2021

Why Is Content Marketing So Important For Black Lawyers and Black Owned Law Firms?

Black Law Firm Marketing Agency we love to focus on Content Marketing today since we see Content Marketing as the fuel for all your Law Firm’s core digital marketing activities like Google Search, Social Media Marketing, Email Marketing and Landing Page Optimization and other activations. Get it right and it will build an audience and by engaging them, encourage them to retain your Law Firm and share content with others while creating rich insights to help create more relevant recommendations.

A Content Marketing Strategy has the benefit that it doesn’t seek to improve one channel in isolation as in Search Engine Optimization, Social Media or Email Marketing or Company Website ‘Strategy’. Instead, it gives a multi-channel lifecycle engagement strategy, unifying ALL your digital marketing communications, to support customer acquisition, retention and growth goals. A coherent Content Marketing plan for your Law Firm, will reduce the need for separate plans for individual digital marketing activities.

A Content Marketing Strategy can also help increase customer engagement which is one of the biggest challenges of marketing today given the range of channels and the diversity of your audience.

Customer or client engagement is the key to igniting your customer engagement and generating demand using targeted, relevant, discoverable and optimized content that gives you and your Law Firm the higher level of visibility and authority needed in search results. Thus, it also allows you to be everywhere that your audiences are researching and discussing their problems, issues, needs and struggles.

Of course, as you will see throughout this guide, it is the quality of your content that is critical to driving successful conversion to leads and sales on your Law Firm website and social presences.

A Content Marketing Strategy Helps To Eliminate Channel Isolation

A Content Marketing Strategy has the benefit that it doesn’t seek to improve one channel in isolation as an Search Engine Optimization, Social Media or Email Marketing or Company Website ‘Strategy’. Instead it gives a multi-channel lifecycle engagement strategy, unifying ALL your digital marketing communications, to support customer acquisition, retention and growth goals.

A coherent Content Marketing plan for your Law Firm, will reduce the need for separate plans for individual digital marketing activities.

A Content Marketing Strategy Can Also Help Boost Customer Engagement

A Content Marketing Strategy can also help counter customer engagement which is one of the biggest challenges of marketing today given the range of channels and time-poor audience.

Of course, as you will see throughout this guide, it is the quality of your content that is critical to driving successful conversion to lead and sale on your Law Firm website and social presences.

Defining Content Marketing

Joe Pulizzi, founder of the Content Marketing Institute, defines content marketing as:

“How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and, ultimately, motivating a change in behavior”

We agree! An effective Content Marketing Strategy supports buyers at every stage of their buying cycle, leaving no gaps for prospects to fall through. As such, Content Marketing is the marketing strategy that helps target audiences move through the lifecycle to purchase.

Syndicated Content Drives Purchases

If your content engages readers they will share it via their social accounts, email or word-of-mouth as a recommendation. Everyone has the instant capacity to become an essential influencer today!

Content Drives Results From SEO

Google has made this important since 1998 when it launched. Content became, and still is, king since websites are content and being found relies on content. Content drives purchases. We base our decisions on online content when shopping online or researching for offline purchases.

Syndicated Content Drives Purchases

Content marketing strategy is much broader than your Law Firm website since it includes content on social networks, online publishers, comparison sites, blogs and many other types of influencer websites.

User Generated Content Drives Purchasing Decisions

Buyer behavior has changed, we now want to reference wider opinion from others like us about products and services, whether rating sites, blogs or social networks – buyers dig out content to help their decision-making.

Content On A Range of Platforms Drives Purchases

Content Marketing Supports and Integrates All The Core Digital Media Channels

Another way to explain the power of content marketing is simply through the digital channels it can support such as:

Natural Search
Paid Search (Google Ads)
Online PR
Social Media Marketing
Display Advertising
Email Marketing
Mobile Marketing

Content Marketing Supports....Natural or Organic Search

Content on your own Law Firm website is core to supporting Search Engine Optimization (SEO), one of the key sources of new visitors to a site. The relevance of keywords and quality of content is what attracts visitors and perhaps more importantly links from other sites which help your Law Firm website to outrank competitors.

Key Performance Indicators For Black Lawyers

Content Marketing Supports....Google Search Ads

It’s also important to give relevant content on paid search landing pages to gain a better quality score in Google and to gain conversions. Both are important to get positive ROI from Google Ads.

Content Marketing Supports....Online PR

The stories you share via other sites are ultimately content and can get increasingly linked back to content on your Law Firm website, for example in a social media newsroom.

Content Marketing Supports....Social Media Marketing

The status updates you share through social networks and other sites are micro-content as well, and typically will link back to content on your Law Firm website or blog. So they should be part of a unified content marketing strategy to engage different audiences.

Content Marketing Supports....Display Advertising

Display Ad formats like banners and skyscrapers need to engage and link to deeper content on your Law Firm website as well as other channels in this list. There are also great opportunities to engage through retargeting or Google Ads Remarketing.

Content Marketing Supports....Email Marketing

Email Marketing is perhaps the Granddaddy, the most established of all these digital communications techniques. Newsletters, have always required quality content to engage and this is even more true today with inbox competition and competition from the social status updates. The content and offers and emails need to be integrated with all these other channels.

Content Marketing Supports....Mobile Marketing

Mobile marketing gives new options for your Law Firm, for delivering communications via each of the channels above. Since smartphone or tablet platforms are often used in different contexts this implies new types and formats of content may be needed to engage mobile users.

Create a Content Hub To Give Sustained, Integration Communications

At Black Law Firm Marketing Agency, we believe that publishing regularly updated quality blog-style content on a hub like a magazine or resources area will create the following benefits for your Law Firm:

It Will Fuel Your SEO or Search Engine Optimization
It Will Fuel Your Social Media Marketing Efforts
It Will Engage Your Different Audiences

It Will Fuel Your SEO or Search Engine Optimization

Since Google will know your site is active and it favors more active sites.

It Will Fuel Your Social Media Marketing Efforts

It will fuel your social media through providing shareable content which encourages clicks back to your Law Firm website giving the opportunity for leads and sales.

It Will Engage Your Different Audiences

It will engage your different audiences through time leading to future purchases. For the smaller Law Firms who simply don’t have the resources or belief to develop longer-form content on a blog, it may be sufficient to have regularly curated posts on a Facebook page.

What if I Don’t Have The Resources or Time to Create A Content Hub?

A Content Hub won’t be essential for all Law Firms. Very small Law Firms who don’t have the resources to fuel it may find that their Facebook or LinkedIn page acts better as a hub, but larger Law Firms will want their own Law Firm website to be a destination for engagement and purchase. Remember you don’t have to create new, original content every day, once a week or once a month may be all that’s needed and it’s best to have this content on your site than on a social network alone.