Content that doesn't suck for Law Firms

Introduction

You're probably thinking this entry is about to be about AI, but you'd be wrong. This is what it's about: craps content. And what do I mean by crap content? I mean content which doesn't bring any viewers, shares, or engagement. You're literally getting 4 views over and over.

You can explore why this is happening, or aim to make better content, which not only translates to more shares, comments, and views, but more importantly, turns into more referrals and clients.

Who is making bad content?

I think everyone starts with bad content. And I know several lawyers who attest to the philosophy that they're above creating content. So they either make nothing, or pay someone to make and post mediocre content that does nothing. Or they put their money on billboards and bus benches, which might feed the ego more than adding to their client list.

Here is an actual quote from a personal injury lawyer in LA:

“Although I invest in billboards, I cannot name a single client I got from one in the past 10 years.”

Their content doesn't look great either, but they do spend a great deal on Yelp and Google ads. And they work. But just because they work, it doesn't mean content on YouTube or Instagram would not work. In fact, if their social media content was optimized a bit more, they could entirely ditch running ads. I've done this first-hand and seen it work successfully.

Best practices for better content

• Educational: Educating is great, if you can do it in an engaging way. An easy way to do this is to talk about current news and give you expert insight. There are legal matters every day which you can find and address

• Hooks: Every video has to hook the viewer in. This means the text, the thumbnail, and the first 3-5 seconds of the video.

• Series: Consider making a series based format so you can consistently make content, but also in a way where it demands to be binged. That's the holy grail: content that is shared and binge watched.

• Consistency: If you don't have the resources or team to make consistent content, don't even try. It's not worth your time to make one video a month. Invest in making weekly releases, and obviously make the content in a way where it's enjoyable rather than something you dread.

• Testimonials: Do you have both written and filmed testimonials? If the testimonials are filmed with the proper key words, and contain footage of the accident, this can be ideal content to post and repost in consistent intervals

Can you sustain?

Whatever strategy you strive to pursue, can you keep this going? Do you have a team who can help create or be featured? Keep in mind, you're creating for your clients, not for selling yourself. Even newborns know personal injury lawyers don't collect anything unless they win, you don't have to reiterate the tropes. Reveal what you have learned from your experiences which reveals your status and authority.

Conclusion

Aim to do better. It takes time to see the results, but measure your success against yourself from the past. Are you reaching more, getting more shares, and actual engagement? If yes, the referrals and clients come with that. It also doesn't have to be ads or content, it can be both. You can target clients with ads and with better content.

Have questions? Reach out.

-Arash Tebbi