The 4 P’s of Content Marketing for Law Firms

Posted by Paul Hajek on Tue, Jul 15, 2014 @ 05:05 PM

4 Ps of Content Marketing for Law FirmsI‘ve been enjoying myself.

I’ve travelled around the country speaking to solicitors at various seminars and conferences about content marketing.

I almost managed a full 90 minutes at the Emirates Stadium (the home of you know who - *holds nose*) and came off five minutes before the end to a sitting ovation.

I particularly enjoyed being on a panel at the Legal Futures “Clicks to Client” Conference in London in June. The panel, which also included Slater & Gordon, had 5 minutes or so to tell their back-story and give a few tips and advice on how to run a successful digital or content marketing strategy for law firms.

Brevity concentrates the mind and craves the pithy so I thought about the 4 Ps.

You already know about the traditional 4 Ps of marketing - Product; Price; Promotion and Place - so I came up with my own 4 Ps of Digital or Content Marketing for Law Firms: Pragmatism; Perseverance; Patience and Passion.

The 4Ps of Content Marketing for Law Firms

1.     Pragmatism

A simple one but nevertheless worth emphasising.

You will not, save for the law firms with the greatest resource, be able to have a cogent presence in every social media and content marketing sphere.

Stick to what you know best and feel most comfortable in, so long as, if you have not already started do so as soon as possible.

Napoleon Hill in his book Think and Grow Rich written way back in 1938 advised:

“Do not wait: the time will never be "just right" Start where you stand, and better tools will be found along the way”

Most lawyers feel most comfortable in LinkedIn as they are in the company of other professionals. As a Business to Business model it works very well for lawyers wanting to spread news of their specialties far and wide but doesn’t really allow for interaction with clients.

Many lawyers are put off Twitter and Facebook as they are not their natural habitats.

Facebook is making it increasingly difficult (without payment!) to market yourself or your law firm

I am very much at home on Twitter and find it a great listening medium, whereas I am banjaxed by Facebook and to be honest petrified of it.

So pragmatic you must be.

2.     Perseverance

Once you decide to introduce yourself and your law firm into the content marketing world and inhabit social media  as ways to reach out and engage with your existing and potential or targeted audiences - you need to keep at it.

Don’t be bowled out in 31.4 overs like England last winter in Australia. You need to build an innings.

The more you try the better you will become.

You can hone your skills along the way. As Gary Player once said “the harder I practice the luckier I become”

Best-selling author Malcom Gladwell looks at Practice as not being “the thing  you do once you’re good. It’s the thing you do that makes you good”

There are no silver bullets, as in all examples of endeavour, it takes guts and determination to do it well.

There will be winning and losing skirmishes along the road but if you believe your are giving and adding value to your existing clients and target markets persevere and you will eventually succeed.

3.     Patience

Patience is indeed a virtue.

You are laying the foundations for you and your law firm’s digital footprint.

You can revisit and reinvigorate your great legal content over time adding more and updated content and repurposing your content in different media as I have done with Chancel Repair Liability.

Please eschew the snake oil salesmen who promise the riches of 1st page of Google etc. 1st page of Google is relatively easy if you concentrate on intelligent long tail keywords. The holy grail is to keep your law firm at the forefront of the search engines.

Build your reserves over time and you will be repaid.

Great legal content is the gift that keeps on giving – if you are prepared to be patient.

4.     Passion

And last but not least: Passion.

Passion, for me, is by far the most import of the 4Ps of Content Marketing for Law Firms.

Lip-service and perfunctory nods and winks to great legal content just won’t do.

You need to be passionate about creating great legal content and have a burning desire to enrich and improve your clients and potential clients informational needs.

The proof of the pudding is in the passion fruit.

And you just can’t fake it either.

Poor uncommitted content is better off not being written at all as it will fail to engage and be ignored.

I have seen all too many poor and perfunctory attempts: law firms jumping on the bandwagon of social media and (mixed metaphor alert) stomping with their hobnail boots all over Twitter and Facebook.

There will always be one or two within your law firms who have a passion and desire to succeed at Social Media and Content Marketing.

Let them loose and step back.

Why The 4 Ps of Content Marketing Are So Important

Now you may not wish to get hung up on phrases like content marketing especially when you are talking with fellow partners, members or directors.

What we really mean as lawyers when we talk about Content Marketing is simply our response to  clients and potential clients informational needs for any given problem or process.

Marcus Sheridan demystifies and distils content marketing into the abilities of listening , communicating, teaching and helping customers or clients

I concluded at the Legal Futures Conference that too much time is spent by law firms worrying about the next “disruptor” in the legal services market place.

Law firms seem preoccupied with the next new entrant in to the legal services market place and overawed by new technology?

But, in my opinion, most law firms have not yet woken up to the current disruptor – the internet itself.

The traditional 4 Ps have not disappeared. But you should make extra sure that your law firm knows the new 4 Ps of Content Marketing and learn to assimilate them into your new marketing mix.

If you would like to chew the legal content marketing cud with me some more just hit the link below, I’d love to hear from you.

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Tags: content marketing for law firms, content marketing for lawyers, inbound marketing for law firms, social media for law firms, law firm marketing, solicitors marketing