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A year into the COVID-19 pandemic, we don’t miss rush hour traffic. We don’t miss our kids bringing stomach viruses home from school, and we don’t miss wearing uncomfortable shoes at work. But we do miss interaction. Binge watching your favorite TV shows and scrolling through endless pessimistic predictions on the Internet loses its appeal after a while. Believe it or not, you can put your law firm’s marketing budget toward legal marketing content that satisfies your audience’s craving for a human connection. In 2021, the best kind of legal marketing content is interacting marketing content.


Why Interactive Marketing Content Is So Effective


If you are old enough, you might remember reading those “choose your own adventure” books that prompted you to turn to certain pages depending on which decisions you wanted the protagonist to make. Those books were so much fun because the reader had an active role in determining the outcome of the story. This is precisely why interactive marketing content has so much appeal. No one likes to feel like you are talking at them, especially not if you are talking at them in order to get money out of them. These are some types of interactive content that can form a valuable part of your law firm’s content marketing strategy:


· Calculators and questionnaires – Let visitors to your site fill in their own numbers and responses to get them thinking about the questions they will discuss with you at a consultation. A calculator on your site that estimates the damages a prospective client might receive in a personal injury lawsuit or the child support the court will probably order him to pay will add value to your site and increase visitors’ time on page.


· Clickable quizzes – Even before the pandemic, quiz websites and apps were a popular pastime. They are a great way to educate your target audience about your practice area without talking at them. Quizzes are also eminently shareable.


· Live online events – Live online events are the most interactive of interactive marketing strategies. You get to show off your knowledge and also impress prospective clients with your responsiveness and approachability. Interacting with a human being, even if the interaction is virtual, is even more satisfying than interacting with computer code.


Just because you add interactive content to your marketing strategy, it does not mean that you should ditch the one-way communication entirely. Remember that your content marketing strategy is also trying to make a good impression on Google. Regularly updating your blog and linking your content to other sites are marketing strategies that never go out of style, even if they are not interactive.


Get Professionally Created Content That Is on Your Audience’s Wavelength


Adding interactive content to your site does not mean that you have to create all that content single-handedly. Instead, choose the legal content writers at Law Blog Writers to produce custom written content, interactive and otherwise, that shows your target audience that you are listening to them.

Your marketing content rocks, but that will not help bring in new clients or retain existing ones if no one sees it. Creating awesome content and then distributing it in ways that only a few people will see it is a common marketing mistake that small and solo law firms make. Posting your content in the right place helps you get as much mileage as possible out of a limited marketing budget. Instead of increasing the amount of money you spend on professional legal content writing, you should keep your unimpeachable content and change the way you distribute it.


1 Videos on YouTube


According to Molly Ploe, video content is the gift that keeps on giving. If you make videos of yourself answering common questions about your practice area and post them to YouTube, people will continue clicking on them for years to come. You should also post them on your website. Ideally, you should make videos of different lengths. Someone who is thinking about getting a divorce will want to watch a two-minute introduction to how the divorce process in your state works, but someone who has already been discussing divorce with their spouse and has realized that they will need a lawyer will want to watch a ten-minute video about equitable distribution.


2 Live Video


Ploe says that businesses should consider YouTube and live video two different marketing channels. Hosting live video events is a great way to boost your credibility. Audiences can see firsthand that you respond knowledgeably and thoughtfully to their questions in the moment. Besides, during the pandemic, live video fills a need for human connection that live video doesn’t.


3 Email Marketing


Some businesses dismiss email marketing just because it isn’t know; there are some lawyers practicing law today whose parents announced their birth by sending a group email to coworkers. If you build your email list properly, though, email marketing can be a great way to engage your target audience. Besides, people who have recently read an email from you are more likely to refer new clients to you if someone they know asks them to recommend a lawyer.


4 Podcasts


Like email, podcasts are not especially glamorous, but they are informative. Podcast enthusiasts are a demographic that overlaps a lot with people who are in the market to hire a lawyer. Besides, if you hate how you look in pictures, no one has to see how you look on a podcast.


5 The Blog on Your Law Firm’s Website


Law firm blogs remain the most underrated content marketing channel. Having a regularly updated blog on your law firm’s website keeps your website at the top of the organic search results and helps visitors to your site make an informed decision about engaging your services.


It All Starts With Amazing Content


It is wise to devote your time to your current cases and to leave the marketing content creation to the professionals. Law Blog Writers employs legal content writers who compose blog content and other types of marketing content for law firms.

If you are in your 40s or older, you remember a tie when the Internet was simply a nerdy form of entertainment. If small businesses had a web presence before the year 2000, it was mostly for bragging rights; the ways to reach the greatest number of prospective clients were television, radio, and print advertising. Today, the Internet is with us everywhere, for work and play, in virtually all industries. As the COVID-19 pandemic enters its second year, many lawyers are doing 100 percent of their work online.



Of course, if you are anything older than a millennial, you probably think that “the Internet” is one thing and “social media” is another; the former is a serious vehicle for reading news, paying bills, and communicating about the legal profession, while the latter is a wild frontier full of silly young whippersnappers spouting conspiracy theories and incomprehensible slogans and mugging for the heavily filtered camera.


It is true that some social media platforms attract a younger audience, but wake up, Grandpa! It’s 2021, and millennials are plenty old enough to need the services of your law firm. People in their 30s sign prenuptial agreements, sue for negligence and breach of contract, get divorced, and act as personal representative of the estates of deceased relatives. You could be missing a great opportunity to engage with prospective clients if your law firm does not have a social media presence. It is best to get started by publishing your legal marketing content on one social media platform and to decide later which others, if any, you want to add.


Pros and Cons of Some Popular Social Media Networks


To get the most out of social media marketing, start by creating an account for your law firm on a social media platform with a wide audience. None of the big four social media networks was originally designed to help law firms engage with prospective clients (Facebook was originally a vehicle for college gossip), but they can all be useful for that purpose if you proceed wisely. Here is how you can use popular social media platforms for law firm marketing:


· The good news is that Facebook has the widest audience with the widest age range. It also, for better or worse, collects tons of data about its users, so it can easily direct your marketing content to the users most likely to be receptive to it. The bad news is that Facebook content requires constant updates in order to avoid getting buried under your competitors’ new content.


· Twitter is great for sharing links to your other content, such as blog posts and podcasts, but because of the character limits, you can’t say much more than “Check out this post about premises liability by Bloggins and Associates.”


· Instagram is all about visual content, and law is an eminently text-based profession. (No one reads 500-word blog posts about earrings or pizza.) Therefore, Instagram is a great place to share infographics about your practice area.


· You probably already have a LinkedIn account, and you probably don’t think of it as a marketing tool, but it is. Prospective employees of your law firm are not the only ones that visit your LinkedIn page; so do prospective clients.


Your Blog Can Add Value to Your Social Media Content


One way that lawyers can use social media effectively is to share their blog content on social media sites. Law Blog Writers employs legal content writers who create blog content that you will want to share on social media in addition to posting it on your blog.