“Content is king” is an often used phrase within online marketing circles. Even if you are not a digital marketing aficionado, you will have probably heard when discussing the latest digital marketing trends.
In response, firms and lawyers set their hands on keyboards and get into blogging about the law, recent cases and relevant legal news in the hopes of attracting traffic.
But if this is your situation, you may be spending too much on this content.
There are two main reasons why you may be paying significantly too much for content:
- The rate for a specialist writer to create posts is often always less than a fee-earner’s rate for the same time
- Content is created without a plan, so can be on irrelevant or not useful topics
How much does it cost to produce content?
In this situation, we are talking specifically about blog content and pages.
So consider first how long your fee earner may spend on writing an article. You may take 1 hour for simple articles, and up to 3 hours for more advanced topics.
Compare this to a professional copywriter who can complete articles in the same amount of time but at a rate, such as $70-$100 an hour?
Despite that you or your fee-earner may be a particularly talented writer, not only would your content be more engaging (as it should be written for lay people, not lawyers) it would likely be cheaper versus having that person spend time on billable hours.
Copywriters don’t have to be that expensive either, depending on the strategy you use to source content such as from specialist legal writing agencies.
Is all the content you are writing useful?
The second problem with writing the content in-house is that it may be, frankly, not very useful.
Good content is not only engaging for readers but drives them along a specific plan (following the inbound marketing methodology) towards either enquiring about your services or increasing the value perception of your brand.
Legal news pieces, tips, and guides can do this – when done correctly. But chances are, many writers do not have the time to sit and ponder about the best chain of topics to encourage client contact.
Many lawyers can write fantastically well, but writing for the purpose of marketing your practice is a different activity.
Be careful to consider how much your effective cost of content is and whether it is following a content strategy designed to increase the value perception of your office or lead readers towards enquiring about your services.
If you would like to discuss your current content marketing to see what your options are, please feel free to contact me for some actionable tips or advice on how you can save on content for the firm.