How To Decide What Types of Content to Create For Content Marketing

How To Decide What Types of Content to Create For Content Marketing


I hope that helps. Hi. I’m Michele Ruiz
and in my book, “Content Marketing for Lawyers: How Attorneys can use
Social Media strategies to attract new clients and become
legal thought leaders,” I have a chapter that’s called, “How to decide what types
of content to create.” And by that, I mean, you need to consider
the fact that clients, or prospective clients, are in different cycles
of the buying stage when they’re going online. So, more often than not, when people do content
marketing strategies or law firms do content
marketing strategies, they focus on the first
stage which is where they know nothing about you, and they forget about
the other stages. So, let me give
you an example. So, the first stage is when a prospective
client knows nothing about you. They have a problem or a challenge and
they are going online to find an answer. So, they’re going into Google and
they’re putting in information, or keywords related to their
challenge or their problem, and they’re looking for a lawyer
or law firm, or frankly, information. They may not even know
that they’re looking for a lawyer or law firm. But helpful information
that helps them with the challenge that they’re having. So, it’s important to have content out
there that addresses challenges or difficulties that your
prospective clients have. Then there’s the stage,
what we call, they know something about you. So, once they’ve landed
on your content and they decide that
you can potentially help them with their needs. It doesn’t mean yet
that they’re convinced that you’re the right lawyer, but at this stage this is where
it’s valuable to provide content that demonstrates how their problem
or challenge could be resolved. Or information they need to know about
their problem or challenge. So, they know something about you but
they’re not quite yet convinced. So, that type of content
helps them. Then there’s the stage
which we call, they’re interested in what
you have to offer. So, once they have identified that
your content convinces them that it’s relevant
to their challenges, and they’re persuaded you’re
an expert to help them, then at this point they are interested
in what you have to offer. So, content at this stage that informs
them of your successes with other clients that have similar
challenges becomes very influential. It becomes impactful. So, that’s the stage, what we call, when they’re interested
in what you have to offer. Then they get to the point where
they’re comparing you to other options or other law firms
or other lawyers out there. So, at this point the prospective
client is convinced that you are competent
and you can help them. And so now they’re
trying to decide, are you the right lawyer or should
I go to someone else? So, this here’s where your
unique value proposition becomes really important, and I detail that in a different
area of the book. So, it’s what we call, the client attraction
value proposition. So, when you’re creating
content don’t just focus and make the mistake like
a lot of people make and focus on the first stage. Focus on all the different
stages of the buying cycle.

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