Let’s talk about content marketing. Wait, don’t roll your eyes just yet. We get it – it might sound like marketing mumbo-jumbo. But stick around, because we’re breaking it down into bite-sized, actionable steps that busy lawyers can actually use.

First things first, what’s in it for you? Why should lawyers care about content marketing in the first place? Well, two words: client engagement. Here’s how it works:

1. Use Case Studies – But Make them Compelling

You’ve probably heard about case studies before, but they’re not just for showcasing your successes. They’re a goldmine for content. Not every case is a candidate, and not every client will agree to share, but for those who do, you’ve got a treasure trove of stories that highlight your skills, creativity, and client advocacy.

Here’s the magic formula:

• Present the challenge.
• Reveal the solution.
• Share the end benefit.

But then, make it interesting:

• Interview a real person involved in the case – it adds depth and authenticity.
• Edit quotes for impact – with the interviewee’s approval, of course.
• Craft a compelling narrative that draws readers in from the first sentence.

The result? Engaged existing clients and a showcase for potential clients of how you can advocate for them.

2. Bringing on a Guest

Now, let’s talk about another content marketing gem: guest contributions. Yes, it’s not just about you – and that’s a good thing. Guest contributions are useful for when you have a blog or podcast that you can invite a guest onto OR if you would like to bring a client on as a co-author for an article – get creative here! Consider also putting together panels, collaborative videos – either for conferences or e-learning purposes, or even co-authoring book chapters.

Here’s why you should consider it:

• It builds relationships. Not only are you engaging your audience, but you’re also connecting with experts from your guests’ industry. It’s a win-win.
• It saves you time. If your schedule gets hectic, scheduled guest contributions can keep your content flowing.
• It adds fresh perspectives. Your readers/listeners/viewers will appreciate the variety.

Who should you ask? Clients, potential clients, colleagues, and referral sources. Casting a wider net can lead to unexpected opportunities.

Ready to dive in? Here’s a simple process:

1. Set guidelines for your guest contributors.
2. Identify and reach out to potential contributors.
3. Collaborate on content.
4. Review and publish.
5. Promote and engage.

And remember, even if someone says no, you’ve started a valuable dialogue.

Content marketing may seem daunting, but it’s all about strategic storytelling. And while you’re busy engaging one-on-one, the content you create continues working for you, amplifying your efforts.

So, why wait? Start harnessing the power of content marketing and watch your client engagement soar. Time is money, after all!