Creating content is one thing. Managing it is another. The online success of your law firm’s depends on your ability to create consistent content that meets the needs of your current and future clients.
The right content calendar for your law firm makes it easy to create and distribute compelling and effective content over time. It helps you meet all of its business objectives and provides additional value to your audience.
What Your Content Calendar Does for Your Law Firm
Your content calendar is an essential part of your online marketing strategy. It can be shared across your law firm’s content marketing team and provides a reference point that allows them to participate in the creation and distribution process.
A content calendar is more than a list of topics that will be covered in your blog and social media posts. It includes the various distribution channels, publication dates, contributors, and objectives related to the content you share with your audience.
It helps you identify the elements that could improve the performance of your content, which makes it easy to optimize your content marketing over time.
Know Your Target Audience
Understanding your target audience is a critical component of your content calendar. The needs, interests, and questions of your clients define your content and its distribution.
Taking the time to define your target audience provides the clarity you need to create compelling content that leads to better results for your law practice.
Clarify Your Objectives
Your law firm’s content calendar must consider the objectives it seeks to achieve. Is your goal to generate more leads, increase your site’s conversion rates, or build your social media presence?
Whatever your content marketing goals may be, it’s important to include them in your content calendar. This lets you track the performance of each piece of content in relation to its objective.
Leverage Your Existing Content
The simplest way to implement a content calendar is to take inventory of your existing content assets. The following are some examples of content that you may already have that could be leveraged when creating your content calendar:
- Offline marketing material (brochures, journal articles)
- Website copy related to your services, bios, etc.
- Previous blog posts
- Presentations (slide decks, webinars, etc.)
- Client case studies
These and other materials can be combined, repurposed, and redistributed according to your law firm’s needs. Each piece can be transformed into social media posts, white papers, videos, blog articles, and other types of content.
Scheduling and Publishing Your Content
Once your content calendar has been developed, you can begin the creation and publication process.
Your calendar can be set according to daily, weekly, monthly, or even quarterly activities. This depends on the specific needs of your clients and the objectives of your law firm.
You need to schedule regular meetings with your content marketing team in order to review the performance of your content and make any necessary changes to your content calendar.
Content that fails to perform according to your goals should be reconsidered. You can use various analytics platforms to create reports that can be reviewed by your content marketing team.
Your content calendar shouldn’t be a “set it and forget it” part of your marketing campaign. It requires regular attention and revision in order to provide the best results for your law practice.
Creating a content calendar can seem simple. But there are many elements that must be included in order for you to get the greatest return on your content marketing investment.
If you aren’t sure where to begin, let us know in the comments section below. We can help you determine the most effective starting points so that you can begin to optimize your content marketing and provide even greater value to your current and future clients.