How to make content marketing work

One of the main questions we’re always asked by conveyancers tends to go something like this:  ‘How can we position our firm as the ‘go to’ for conveyancing in our area’?

The answer to this lies, in part, in adopting a content marketing strategy which will work for your business. We’d all accept that in life, people buy from people. And nowhere is this more true than in professional services. Your clients need to share personal information with you that is sometimes complex and can be time-consuming. As well as trusting you with one of the most important purchases of their lives, they’ll have to disclose all kinds of financial information and personal details in order to for you carry out their work. 

So you need your clients, and your potential clients, to feel like they know you and can trust you in order for them to choose your services. This begins by conveying a warm and personable approach, demonstrating that you all share a common goal – after all, both you and your client want the transaction to go as smoothly as possible!

Find the common ground 

Basing your marketing around content can help you to find common ground with your potential clients. By writing an article, making a video, producing an infographic or posting on social media, you’re giving yourself multiple opportunities to explain and prove to your potential clients why they should come to you when moving home. 

Remember, you are offering advice and expertise: not just a service. Demonstrating that expertise is going to be crucial when it comes to building trust with your audience, which in turn leads to inbound inquiries. 

Be relevant, engaging and useful 

So how do you know what to say? The key here is understanding your target audience – and by that, we mean really understanding them. What bothers them? What common issues so they have? Where do they live? What do they read? The more information you have on your target market, then the more likely you are to be able to create copy which they will engage with and can relate to.

How do I start? 

If this all sounds good but you’re thinking ‘I just don’t have time for this’, you have a few options. Firstly, you can make it someone else’s job. Outsource to Solve Legal Marketing for instance, and they’ll produce and promote content on your behalf. 

Or, you can do it yourself. Some tips to help you get started include: 

Forward plan – don’t be completely reactive. Having a forward plan for content will reduce the amount of time you have to spend thinking up things to talk about. You can even schedule posts, blogs etc in advance – taking care of your content without you even having to think about it. 

Check the calendar – linking content to events that are coming up or other major milestones in the calendar can instantly boost relevance. You can buy media diaries (or talk to Solve) or simply create your own. Do this every quarter and again the time saving will mount up. You can even reuse the calendar year on year. 

Be nimble – reacting to the news agenda is a gift for content writers. Keep up with current affairs and use events as your ‘hook’ for content. It shows you’re knowledgeable in your sector, keep up to speed with relevant events, and are generally ‘on your game’. 

Mix it up – include different types of content such as tips and advice, ‘how to’ guides, comment on recent developments / current affairs, opinion pieces, maybe even the odd video. Publishing a mix of content types will keep your offering fresh and relevant and provide a handy boost to your search engine rankings as well. 

If you’d like help with your content marketing, email [email protected], or call 0800 133 7127.

This article was submitted to be published by Solve Legal Marketing as part of their advertising agreement with Today’s Conveyancer. The views expressed in this article are those of the submitter and not those of Today’s Conveyancer.

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