You’ve probably seen it yourself: lawyers have doubled down on posting content related to COVID-19. Here’s how to stand out in a marketplace that’s been flooded by the same type of content: by writing directly to a very small audience.
Writing to reach the largest possible audience will only further saturate the landscape. However, writing to a very small audience creates a channel for your unique thought leadership to be heard by those who seek exactly what you have to offer. In other words, writing to a narrow audience means you’re writing to your ideal clients. The better you are able to address their concerns, the more likely they are to call you.
Become a thought leader
A thought leader is someone who is recognized as an authority on a specific subject and who offers their expertise to others. To become one, you must carefully consider who you are writing to. Your answer can’t be “everyone” or even “all of these generalized kinds of people.” Your audience should be narrow and specific. Start writing for one specific person with a specific job title, and address their needs, fears, and questions.
When creating content for social media, blog or website pages, remember that people prefer reading content that seems like it was written just for them. One good way to start is by asking yourself this question: What does my ideal client need to know before they call me? The result should not be a pitch, but content that is highly-focused on addressing the questions your specific audience is struggling with.
It’s not enough to say you’re great. People want proof. To build an audience as a thought leader, offer various forms of social proof that your expertise can truly help them. Your proof can be more than just the high quality content on your blog, but it can be the way you interact with other thought leaders on social media, or the content you’ve published for major publications.
You don’t have to be the best lawyer in the world to be seen as a thought leader. Successful thought leaders are those who know how to create a more narrow focus on their audience. The more you produce content that enhances your reputation as an expert, the more evidence you’ll have to show new readers, and the more likely you’ll be the one they call when they need representation.
At Custom Legal Marketing, we create content strategies that are aimed to help you become a trusted authority in your practice area. The COVID-19 pandemic doesn’t have to derail your plans to help your audience find you and call you. We’re here to create the right conditions so that they do.
Cristina Fríes is a MA in English/Creative Writing from UC Davis (2019), and is a legal marketing strategist and content developer for CLM. Her interests include creating compelling marketing content, writing books, and traveling the world.