Content marketing goals ensure you are creating content that matters. More than 2 million blog posts are published online every day. If you want your content to amount to more than a single raindrop in a vast ocean, you have to know why you’re creating it.
Setting content marketing goals guides the creation of content that has purpose and meaning. Legal industry vendors must be active on the same online platforms where lawyers are active. You have to capture their interest using content they enjoy and that provides value.
Legal tech content marketing: Goals ultimately influence buying decisions.
When it comes time for potential clients to make choices about what products they’ll use or who they’ll hire, you’ll have provided content to show you are the right choice. The following types of content are shown to be most effective in influencing B2B purchasing decisions:
Source: DemandGen 2017 Content Preferences Survey
Influencing decisions is part of a broader goal, as is creating content that informs, educates, promotes, entertains, and myriad other actions. Below are goals for content marketing with a list of a few — but by no means all — types of content to create to reach those goals.
Content Marketing Goals: Increase qualified sales leads.
We’ll start with the obvious: Lead generation. One of the many benefits of creating content is that it can be effective in qualifying leads. Generating more leads is, of course, at the heart of many marketing efforts, and producing content works exceedingly well for it. Content marketing offers a cost benefit as well, as it costs 62% less than traditional marketing and generates three times more leads.
Provide a variety of content on your website that appeals to visitors at each stage of the buying process. You can get a good idea of how far along visitors are in their purchasing decision-making process by analyzing their level of engagement with various content. For example, visitors who watch product demos are likely closer to a purchase than someone who reads one blog post. A newsletter subscriber is showing their interest to learn more and stay in touch but is not necessarily ready to schedule a phone consultation.
Another goal content helps you reach is growing your email list. Handing over an email address requires a certain level of commitment. Visitors express a genuine interest in your business when they exchange their email addresses to download an ebook or sign up for a webinar.
Content created to generate qualified leads must present topics and information that visitors are excited and curious enough about to deem it worth exchanging their personal information to get. An article sharing your insights from the latest trade show event is not lead generation content. But with careful planning, research, and an understanding of your clients’ pain points and concerns, you can create the right lead generation content to excite and engage your audience.
Examples of lead generation content for legal technology industry vendors:
- Webcasts and webinars (especially if they’re CLE approved)
- eBooks and Guides
- Action plans
- Industry reports
Content Marketing Goals: Increase brand awareness and website traffic.
To increase brand awareness and website traffic, you need to create content and get it out there where prospective clients can find it. A visitor who pops in and reads a blog post or infographic isn’t necessarily ready to buy your product or service. A Twitter follower is a long way from being a superfan. But they are both taking notice and developing an impression of who you are and the products or services you offer.
Increasing brand awareness and website traffic requires casting a wide net by creating content that interests many people. Of course, you should remain focused on your target audience: law firms, lawyers, legal service providers, etc. But the content designed to reach that audience often attempts to appeal to as many people as possible in your target audiences. This is all about that first step of getting people to your website or engaging with you through social media.
Online ads are the fastest and easiest way to get your name in front of your target audience.
Advertising online and through social media works well and can be narrowed to target specific demographics. According to the Attorney at Work 3rd Annual Social Media Marketing Survey Report, 96% of responding lawyers use social media. LinkedIn, Facebook, and Twitter are by far the favorites.
Regularly including links to blog posts, articles, and other content in your social media posts helps increase your organic reach and you can gain more visitors through clicks. Include relevant calls-to-action in your posts and ads that send readers to your website where they can learn more.
Infographics are wildly popular with online sharers. They are liked and shared three times more than any other type of content. Make your content easy to share by installing plugins on your site that allow readers to share with a single click, such as Convert Plus or SumoMe.
The point is that first, you have to get noticed and attract visitors to your website. Only then can they realize how they might benefit by developing a relationship with your business.
Examples of content to increase brand awareness and website traffic for legal technology industry vendors:
- Informational blog posts
- Guest posts on legal industry websites
- Social media posts
- Informational videos and podcasts
Content Marketing Goals: Establish trust and build relationships.
Once you’ve got a site visitor’s attention, you need content that establishes trust and builds relationships with them. Trust is the foundation for successful relationships. You create trust when you solve problems and educate readers. Many people go online in search of answers, and it’s a point in your favor when you provide those answers.
Long-form blog posts and articles and informational videos and podcasts educate readers about topics they are interested in. This content doesn’t need to promote your business. It’s more about showing you are in tune with your audience’s concerns. A cyber security service provider can write a blog post about the latest ransomware threats. A court reporting agency may provide tips to prep witnesses for depositions. An accounting software provider can create a podcast discussing the effects of recent tax legislation.
You don’t want to be salesy in your communications when the goal is to become a trusted adviser. Providing content such as white papers and analysis reports that law firm decision makers find valuable positions you as a thought leader in your industry.
When it is time to discuss your brand, tutorial videos show what it’s like to work with your product. Storytelling through case studies and articles plays an important role. Stories resonate with others. They make your business relatable and show potential clients how their lives can improve with the benefit of your product or service.
Your content marketing goals should include continuing to care after you’ve made the sale as part of relationship building.
Reward your loyal customers with exclusive offers, discounts, and content available only to existing clients.
Clients may be informed of a new feature or enhanced offering in an email. Lawyers can stay updated with the recent changes to industry regulations through blog posts. Your newsletter may include a link to your blog. You can promote your blog and your newsletter in social media posts.
Relationship building is a never-ending process. Content marketing is specifically designed to make your efforts easier and more successful.
Examples of content that establishes trust and builds relationships:
- Long-form articles and blog posts
- Educational videos and podcasts
- Client testimonials
- Case studies
- How-to guides
- Workbooks and worksheets
- Tip sheets
- Emails and email campaigns
- Product and services tutorials
- Coupons, exclusive offers, discounts
Content Marketing Goals: The ultimate goal is to provide value.
Content marketing goals help you create targeted content that draws prospective clients toward your business. The ultimate goal of any content is to provide value to current and potential clients. Content is the vehicle you use to create and maintain relationships with buyers. As long as you keep your audience’s wants and needs in mind, you’ll always create content that reaches your content marketing goals.