You want to focus on your legal work, right? And yet, you keep hearing about the need to include new content to your law blog. Digital marketing seems to take a lot of extra detail work, but does it really pay off? What’s the point of continually adding new content, and SEO is for other companies, right?

When it comes to building a presence, we all want a quick one and done process, but unfortunately, that’s not how digital marketing works. But why is it important? And will it truly make an impact on your bottom line when it comes to gaining clients?

Content Marketing is More than Simple Words

Content marketing is about creating resourceful information that is not only helpful and valuable to potential clients, but it can also help you get found. First and foremost, when you create strong, useable content it creates an important asset that builds your authority in the industry. Smart, helpful information is a great way to build trust.

Whether you choose to offer quick video tips, articles that explain complicated legal jargon, or offer downloadable checklists of questions to ask when contacting a lawyer, you’re showing potential clients that you not only know what you’re talking about, but you’re a site they can trust. Content marketing isn’t created for your current clients, but rather to speak to potential clients who are only becoming aware of you. It’s a stepping stone that builds confidence and trust.

It’s a form of inbound marketing that gently directs the client to you. They now connect you as being a solution to a problem they’re having.

But what about all this SEO stuff? SEO is the beacon that draws the search engines to your content.

Being Found is Half the Battle

Let’s face it, back in the day, the law firm with the biggest budget who could afford the most billboards generally won. These days, the playing ground has been leveled. Now the small legal firm can compete with the larger firms by being found during a typical Google search—if their content is smart, strong, and targeted.

SEO stands for search engine optimization, but in generic terms, it means having the right words that your client will be looking for. SEO isn’t about keyword stuffing. It’s about understanding the user’s intent. If you can answer the questions that they’re looking for, search engines will see that you have helpful content that is relevant, regularly updated, and that you’re a site that can be trusted.

Ever find yourself on a website, happily reading an article, only to realize the article was written eight years ago and is no longer relevant because either the law or circumstances have changed? This is why fresh, relevant content is crucial. It signifies to Google that you’re current, your information is trustworthy, and that your site hasn’t fallen into the cracks of the internet—completely outdated.

Be helpful. Be trustworthy. Be relevant. That’s what Google, Bing, Safari, and other search engines are looking for. That’s how your website climbs higher in the search results. That’s how clients and customers find you.

So, while you might dread creating another quick tip video or writing another article, know there’s more to it than a quick fix. Each step you take is building a strong, well-lit path that will lead future clients to your doorstep, and that impacts your bottom line. Professional, well-presented information shared in a helpful manner says you care. You understand what your client is looking for, and you have the solution to their problem.

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