The content you share with your audience serves a wide range of functions. It educates, addresses concerns, answers questions, and provides solutions to the legal needs of your clients.
But you must produce consistent content in order to achieve the best results from your content marketing. Consistency is what many law firms overlook when developing their content strategies.
Consistent content develops your brand message, positions you as an authority, and builds trust over time. More importantly, your clients recognize the value you offer through your legal services.
What Makes Consistency Important
Your blog is a great way to educate your current and future clients. Consistent content creates a resource that your clients can use. It positions your law firm as an authority in your industry.
Consistency in your content strategy is also essential for establishing credibility. Your audience will begin to view your practice as a trustworthy source for the solutions to their legal needs.
Consistency Supports Your SEO
Creating a consistent blog increases your site’s traffic and rankings quickly. Many law firms see the performance of their sites improve when they implement the strategies that create consistency in their content.
Search engines place a high value on sites that are updated on a regular basis. Your goal should be to create fresh content that is useful and relevant to your clients’ most important needs.
Consistency in your blog’s content also improves your keyword ranking results. A higher number of blog posts increase the likelihood of ranking for the specific keywords and phrases that are important to your law practice.
How to Create Consistent Content
- Identify your audience.
There are a few ways to create consistency in your blog. The first step is to identify who your audience is and what your blog’s objectives are.
Be specific when establishing your goals. This helps you identify your target audience and drives the content that you create as you move forward. It determines the types of clients you attract over time.
- Create a content calendar.
A content calendar is essential to creating consistent content. There are many different ways to do this, but what’s important is that you develop a content calendar that is tailored to the needs and objectives of your law firm.
Content calendars can be set up for daily, weekly, or monthly scheduling. Daily content can include social media posts, curated content that’s relevant to your audience, and user-generated content.
Other types of content such as videos, newsletters, podcasts, and blog posts may be ideal for weekly and monthly scheduling.
It’s also important to remember that your content calendar isn’t set in stone. You should adapt to any changes in your overall strategy and objectives. Your market is always changing, and your content should be a reflection of what is most relevant to your audience.
- Establish a brand voice.
The tone, voice, and message of your content must also be consistent. Today’s brands must be humanized in order to connect more deeply with your current and future clients.
Without a distinctive voice, your content may end up feeling generic and without a distinct identity for users to remember you by.
Consistent content provides better results in your marketing campaigns. Knowing the needs of your audience and establishing a brand voice that speaks directly to your ideal clients ensures that the right people hear your message.
Creating a content calendar provides a strategic tool in developing consistency in your content and creates a framework for your law firm to plan its future content.
Let us know where you’re struggling with your own content consistency and branding efforts. We’ll help you develop the right strategies that are unique to the objectives of your law practice so that you can generate faster and longer lasting results.