A Comprehensive Guide to Hiring a Content Marketing Company for Law Firms

by Kevin Vermeulen

• Research to discover the unique needs of your audience

• Create a thorough plan for executing content creation that takes research into account

• Set goals and share metrics for measuring success

There are many compelling reasons to hire a content marketing consultant. In addition to staff not having the specific expertise or bandwidth, firms also tend to hire a consultant when:

• They don’t know how to differentiate their brand. It can be difficult to view your firm and services objectively. An outside resource can help you evaluate what makes your firm unique and craft a story that resonates. Consultants know how to perform market research that will inform your strategy.

• There is not enough time to create high-quality content. When it comes to content marketing, quality is key. Material should be relatable, engaging, and worth the time of your audience. Consultants can help you decide which factors to focus on and which channels are most appropriate.

• More innovative ideas are needed. Getting outside help can allow you to generate more leads and conversions. A consultant can bring new ideas and implement resultsdriven changes that your staff may not think of.

• Audience personas have never been identified. Defining client personas is a crucial part of creating effective content. If you haven’t properly mapped out your target audience, then it will be difficult to create content that is actually valuable. A buyer persona is highly detailed and is based on demographic, psychographic, and behavioral information. A content marketing consultant can help you to do this and then develop content to reach various personas.

• They aren’t sure where to post or promote content. There are so many platforms available for digital marketers. It can be overwhelming and challenging to know where to begin. A content marketing consultant can help you to customize content and make sure it gets the most attention from your audience.

Find a Content Marketing Company that Meets Your Goals

Once you determine that a content marketing company can help you create or execute a content strategy, it’s time to begin your search. To get the results you want, you’ll need to choose a consultant that is a good fit for your firm. Here are some tips to make the process smoother:

1. Understand Your Goals

Before hiring a company, you must first understand your business development goals, your content marketing goals and how they interrelate. Map out your goals and what you imagine content marketing success looks like for you. Make sure to ask the company how they could help you reach these goals.

2. Get Very Clear About Your Requirements

Before you search for a resource, you need clarity on what your firm needs from this person. What types of content are you looking for? What aspects of content marketing do you want them to cover versus what will you handle in house? Defining requirements upfront helps you to find someone who specializes in that area, and also lets the consultant know if they might be a good fit.

3. Decide Which Companies You Want to Interview

You can use Google, or you can find reliable agencies through online directories. Pay attention to reviews, case studies, and past work to determine if they’re a good fit for your firm. It’s helpful if these content marketing companies have worked with law firms in the past.

4. Conduct an Interview and Hire

Ask questions that will help you to evaluate if individuals are a natural match for your firm. Focus on their attitude as well as past projects that are similar to your needs. Be aware of red flags and trust your gut. Once you’ve found someone that you’re excited about, hire them formally through the platform where you found them. Try asking some of these questions:

• What results can we expect?

• Do you report on results?

• Do you handle SEO?

• How will you help us reach our business development goals?

• What will be expected of our team?

• Have you worked with law firms in the past?

• Can you share past results?

• What types of content do you create?

• What content tools do you typically use?

• What is the cost?

5. Start the Content Process

We suggest beginning with a short meeting to clarify requirements, how you will communicate moving forward, and the company’s availability. If you’re not ready to jump into large-scale strategy, start with a small project and work your way up. Make sure they know what kind of work and deliverables you’re expecting. Set up future times to talk so that you can stay on the same page. You want to be able to discuss current work, give feedback, share ideas, etc. It’s also helpful to ask for materials such as project roadmaps or milestones and how they will track and report results.

Takeaway

Content marketing can become very complex and is a discipline all its own. Effective content requires a combination of time, energy, and knowledge. That’s why many firms get the most ROI from hiring a content marketing company. If you choose to go this route, follow the four steps we shared to find the best fit for your firm. n

Kevin Vermeulen is Partner and Chief Operating Officer for Good2bSocial. He has over 30 years of marketing and advertising experience, including 22 years working in various senior management roles, including Chief Revenue Officer and Chief Marketing Officer for ALM Media, a leading legal publisher, helping lawyers, law firms, consultants and companies grow their business. During Kevin’s tenure at ALM, he worked with professional services companies in the financial, digital, real estate and legal industries. Learn more at: www. good2bsocial.com.