15 Digital Content Marketing Mistakes to Avoid When Marketing Law Firms | Good2bSocial media

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[author: Noreen Fishman]

Chances are you’ve heard the phrase “content is king”. This is the reality in today’s marketing landscape. However, just as great content can propel your growth, bad content can hurt your brand and have a negative impact. Here are some of the most common mistakes that can make a negative impression when marketing law firms.

Content Marketing Mistakes to Avoid When Marketing Right Companies

1. Going too far with promotional content

Reading this type of content is like being stuck in a conversation with a boaster. Just hearing how great your business is won’t interest readers. According to the Content Marketing Institute, you should follow the 80/20 rule, with no more than 20% of your content involving self-promotion. When choosing what to post, put your audience first.

2. Flooding with emails

If your law firm’s departments tend to be siled, you risk sending too many emails to your database. For example, if contacts receive a marketing email, then an automated newsletter, then a request for feedback from your customer service team, they will start ignoring your emails. Be sure to coordinate with other departments and review your workflows to ensure recipients don’t receive too many emails in a short period of time.

3. Address negative content

It’s become a trend that negative content is more likely to be clicked and shared, but that doesn’t mean you should produce more. If you’re going to talk about difficult topics, try to focus on the solution or other benefits.

4. Tackle controversial topics

It’s a good idea to avoid politics and religion in any form of content. Addressing highly polarizing topics is not a good game when marketing law firms unless they are part of your core business or mission.

5. Post poor writing or designlaw firm marketing in writing

No matter how compelling your content is, if it’s full of grammatical errors, unappealing graphics, or hard-to-read language, it will only receive negative attention. Always take the time to proofread and use high quality graphic design elements. Avoid using overly complex legalese that may confuse readers.

6. Use an inconsistent voice

Your content should reflect the overall tone and personality of your business. You can vary your messages, but make sure the material reflects your inner personality.

7. Use boring subject lines

According to a study, 64% of respondents say they decide to open emails based on subject lines. Create subject lines that encourage people to open the email and let them know what they’ll get out of it.

8. Use the same content on all platforms

It’s important to remember that not all social media channels are the same. Each has a unique audience with different interests and demographics. While cross-posting some content can save time, you don’t want to overdo it or you’ll alienate some social media users. When marketing law firms on social media, think about each platform and the audience that uses it, and tailor content accordingly.

For more information on platform-specific tools and best practices, check out this free eBook: Advanced Social Media Strategies for Law Firms.

9. Do not extend credit

Using someone else’s content and passing it off as your own is a bad image. Most content creators wouldn’t do this on purpose, but using images, quotes, survey results, or other material without linking or citing the original sources is problematic. When using information from another source, cite and link to the original publisher.

10. Excessive use of hashtagslaw firm marketing with social media hashtags

Hashtags serve an important purpose: they help people find your content and help make your content visible. However, adding too much can make the content difficult to read and dilute the impact of your message. In most cases, using between 3 and 5 hashtags per post is sufficient.

11. Post User-Generated Content Without Review

User-generated content can play an important role when marketing law firms. However, posting indiscriminately can be bad for your brand. If you are going to post user-generated content, always do your research. Review the creator’s profile, double-check all published facts, etc.

12. Write about topics that are irrelevant to your audience

As we mentioned above, keeping your audience in mind is paramount to great content. When creating content, ask yourself if it’s relevant to your readers. Will they find value in your information? To what extent are they already informed on the subject? What else do they need to know?

13. Include outdated or incorrect information

You want to be seen as an authority and a credible source of information in your niche. This is unlikely to happen if you share information that is not true. If new information makes your previous content inaccurate, delete it. Always fact check and include the most recent facts. Whether your content is old or new, make sure you don’t post anything unless you have proof.

14. Trying to Outsmart the SEO System

It used to be that stuffing content and creating additional content pages for SEO purposes could work. Now, Google and other search engines focus more on expertise, authority, and trustworthiness (EAT). They look for content that meets searcher intent. Serving this purpose is the most important thing to keep in mind when posting content online.

15. Follow trends that are not related to the brand

Jumping on viral trends can be an effective way to generate new traffic. However, what you post should align with the other content you’ve posted and your overall tone. Don’t confuse your audience by posting content that has nothing to do with your brand, just because it’s popular right now.

Take away:

Making any of these content marketing mistakes can hurt your brand. At the very least, these mistakes can prevent your content from being effective and helping you achieve your goal. Be sure to avoid these actions when creating content. Our goal with digital content marketing is to strike a balance between clearly communicating what you want to convey and creating content that matters to your audience. If your law firm struggles with content marketing, start with this guide to help.

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