15 Digital Content Marketing Mistakes to Avoid When Marketing Law Firms by Noreen Fishman
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hances 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 Law Firms Going Overboard with Promotional Content Reading this type of content is similar to being stuck in a conversation with a bragger. Just hearing how great your firm is won’t be interesting to 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 publish, put your audience first.
Inundating with Email If your law firm’s departments tend to be siloed, you are at risk of over-emailing your database. For example, if contacts receive a marketing email, then an automated newsletter, then a request for feedback from your client service team, they will start to tune out your emails. Make sure to coordinate with other departments and review your workflows to ensure that recipients aren’t getting too many emails in a short timeframe.
Leaning into Negative Content It’s become a trend that negative content is more likely to be clicked on and shared, but that doesn’t mean you should
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Attorney Journals Orange County | Volume 196, 2022
produce more of it. If you are going to talk about difficult topics, try to focus on the solution or other upsides.
Bringing up Controversial Subjects It’s a good idea to avoid politics and religion in any form of content. Bringing up highly polarizing topics is not a good play when marketing law firms unless they are part of your core business or mission.
Publishing Poor Writing or Design No matter how compelling your content is, if it is full of grammar mistakes, unappealing graphics, or language that’s hard to read, it will only receive negative attention. Always take the time to proofread and use high-quality graphic design elements. Avoid using too much complex legal jargon that may leave readers confused.
Using an Inconsistent Voice Your content should mirror your firm’s general tone and personality. It’s OK to vary your messages, but make sure the material reflects your core personality.
Using Boring Subject Lines According to one study, 64% of respondents say that 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 will get out of it.
