All businesses can benefit from high quality content, and law firms are no exception. The rise in popularity of “blawging”, or blogs written by lawyers, shows that many attorneys understand the power of content. But not just any content will do. Content can do a lot for you, but only if it’s of top quality.
What Can Quality Content Do for You?
Regardless of your law specialty, quality content can do a lot to advance your marketing plan. The most obvious advantage is that you can share your content in the form of blogs to reach new clients and gain exposure. Here are some other reasons why it’s worthwhile to create top quality content:
- Set your law firm apart from competitors
- Gain credibility by appearing as an expert
- Carve out the specifics of your brand for potential clients
- Appear on the first page of search results
- Solve common client problems and remove barriers to business
- Can lead to connections with like-minded professionals
Crucial Traits of Quality Content
Quality can be an ambiguous concept when it comes to content. What is considered high quality in one format may not be high quality for a blog or website. In the interest of creating top quality business content, distinct factors are vital to quality. Also, the success of content can be measured to show factors like these:
- How many visitors clicked your article or blog?
- How long did people stay on your page?
- How many people shared your page?
Since online content is completely trackable and measurable, it’s easy to see the factors that determine quality. Here is a breakdown of the major characteristics of top quality content:
High Quality Content is Viewed as an Authoritative Source
There are thousands of blogs floating around the internet, and very few of them are respected as sources of authority on their topic. However, when an article is written well and provides significant value for the reader, the odds of them viewing you as an authority increase significantly. You can make this happen by including links to high-value sources, solving problems for your readers, and making your content powerful and approachable to your target demographic.
High Quality Content is Easy to Read
Everyone who uses the internet has had the experience of clicking on a blog or website, seeing how tediously arranged the content is, and clicking away within seconds. Even if the topic you’re writing about is an in-depth law topic, it can still be done in an interesting and engaging way.
Not Just Well-written, But Well Organized
Making your content easy to read is more than just choosing the right words and expressing your message well – that’s only half of it. The other half of making your content approachable and easy to read is organizing it well on the page. This means using headings, separating content strategically, and alternating between standard paragraphs and other formats like bullet points, videos, and infographics.
High Quality Content Is Focused on a Goal
Why spend the time to type keys and put words on the page in the first place? The reasons will vary from person to person and even among different lawyers. Perhaps your priority is to use well-written blogs to gain exposure for your brand. Maybe your goal is to be seen as an expert in your particular law specialty.
Whatever the goal is, it’s important to know it and keep it in mind while drafting your content. High quality blogs can accomplish marketing goals for your law firm, but only if they remain focused.
High Quality Content Inspires the Reader
While specific goals of content may differ, one constant is that they should inspire action, thoughts, or emotions. Here are some ways that your content can cause a change in the reader, inspiring them into action:
- It causes the reader to view a situation from a challenging new perspective.
- It enlightens the reader with a perspective that only you can provide.
- It elicits powerful feelings that stay with the reader after they’ve read it.
- It compels the reader to immediately put down the blog and take action.
A Final Note on High Quality Content
Only high quality content can produce these reactions and accomplish the goals you set for your law practice. Poorly written content is difficult to respect, and won’t lead anyone to take it seriously. Poorly arranged content is tedious to read and will cause readers to leave your page. Writing powerful content that gets things done is a matter of consistent practice, reliable feedback, and impeccable knowledge of the demographic you’re trying to reach.
Now Media Group Can Produce Powerful Content That Fits Your Needs
While most people can write, few people can write with the power and quality it takes to get results. At Now Media Group, we specialize in creating content that ranks highly and inspires meaningful action from the reader. Let us handle your websites, blogs, and content marketing, and witness a boost to your marketing plan that you never thought possible. Contact Now Media Group today for details!