Are you attracting the audience you want from your content marketing efforts? If you think that it’s as simple as publishing your post and moving on with your day, you’re missing a key component of effective blogging: promotion. In order to make your content marketing efforts worthwhile, you need to promote your firm’s blog across multiple digital marketing channels. This will help to increase the traffic and visibility of your website and in turn, generate more clients for your law firm.
The following checklist will help you begin your law firm’s blog promotion to ensure that your law firm blog will get as much exposure as possible:
✅ Use Attention Worthy Images
In an analysis of over 1 million articles, BuzzSumo found that articles with an image once every 75-100 words received double the social media shares as articles with fewer images. Why? Digital culture is changing how people consume content. Videos and images are much more likely to attract and engage readers than plain text. Put yourself in the shoes of your audience. If you saw this image, would you click on the link to read more? We recommend you to use a featured image and one to two images through your text on every blog post. This will help to break up the content making it easier for your audience to read.
✅ Optimize Your Content for the Search Engines (Google)
The most effective SEO strategies are constantly changing with the algorithms updates on Google so it’s essential that your firm stays informed in order to use best SEO practices when writing content.
Here are some simple strategies to help you optimize your blog content:
- Identify a target keyword using the Google Keyword Planner. Use this target keyword 3-10 times throughout your blog content.
- Do some Google research of your own. See what is already ranking with your target keyword.We recommend the plugin Keywords Everywhere
- Use Buzzsumo. This social media tool will let you know what topics are currently trending on social media.
- Write engaging meta titles and descriptions. Let your audience know what they can get from your content in a few short seconds.
- Add alt text to your images. If your image doesn’t appear on the blog for some reason, with the alt text your audience will still have an idea as to what your image it is. You can add the alt text when you upload your image to your website.
- Add links throughout your blog. Add resource links when necessary to help increase your SEO rankings and the credibility to your blog content.
✅ Share Your Blog Content on Social Media
A well-planned social media strategy goes hand in hand with your content marketing strategy.
Share your latest blog post on your firm’s social media pages and industry related groups on Facebook and LinkedIn to increase exposure. Then, share again. Just because you shared your blog post when it was first published, it doesn’t mean that you can’t share it again at a later time. Not everyone will be exposed to your content on social media right away. This is why we recommend posting three times on twitter with a new image and different hashtags.
You can also network with top influencers in your industry or partner with other businesses to share your content with their network. Start by sharing their content, as this will make them likely to return the favor. This will help expand your network and gain new potential customers. Implementing an employee advocacy program at your law firm is another great method of reaching new audiences. There are several tools available which allow you to easily encourage colleagues to share recent blog posts with their own social networks.
Begin by promoting your blog post organically, and then experiment with boosting posts on Facebook or sponsoring content on LinkedIn to expand the reach of your blog.
✅ Send Out An Email Blast to Your Email List
Email marketing remains one of the most effective channels to spread the word to a large audience, so utilize your email list to promote your latest blog post. Segment your email list to people who would be interested in reading your blog content and create newsletters on a weekly or monthly basis. Another quick tip is to add the link to your most recent blog in your email signature. This gives everyone you email the chance to click a link to view it.
Following this checklist will offer you a basic guideline along with a few new ideas of where to start when it comes to your law firm’s blog promotion. As you can see, there are a lot of digital channels and techniques when it comes to content promotion and not every channel may be the right fit for your law firm. However, the best part about digital marketing is that you’re able to experiment with new tactics easily to see what works best for your firm.