Content marketing is all the rage right now, and for good reason. Content marketing focuses on the idea that great content leads to more page views, more leads and ultimately more sales conversions — which is the goal of any successful marketing campaign. If your law firm is undertaking an email marketing campaign, focusing on content can help you get the best possible response.

The Ingredients to a Standout Campaign

What exactly makes up successful content for law firm marketing? Effective strategies include:  

• Targeting your niche — Whether you practice elder or divorce law, the content in your email should reflect the audience you’re pitching.
• Giving your brand a voice — Your content should make your firm should sound distinctive, knowledgeable and approachable.
• Telling engaging, well-planned stories — It’s crucial to spark your readers’ curiosity.
• Avoiding excessive legal jargon — Just because you’re a law firm doesn’t mean you need to write in the language of habeas corpus. Don’t get bogged down in jargon. Write as simply and straightforwardly as possible.
• Offering succinct calls to action — Explain why your services are worth investing in.
• Using “you,” not “we” — Your clients should be the central focus of what you’re writing. Resist the urge to tell your story, and instead discuss their future.
• Including easy-to-find contact information — Your visitors shouldn’t have to hunt for your contact information. Make it easy for them to find you.  

Perhaps the most important part of effective legal content writing is avoiding waste — don’t waste words or your readers’ time. Successful content for law firm marketing always emphasizes the client’s benefits instead of the features of a firm.

Advantages of Email Marketing for Law Firms

Many law firms choose to outsource their email marketing campaigns. And with the emphasis on content, it may make sense to have a professional writer overseeing this specialized communication. Consider how a professional legal content writing team can benefit your email marketing campaign:

• Includes search engine optimized words in your text
• Focuses on one goal per email
• Grabs attention with a snappy subject line
• Uses bullet points to reinforce important information

Whether you have an email campaign launching tomorrow or next year, it’s never too late to punch up your legal content writing to get the best possible response.