The importance of content

On 5th July, the Law Society of Scotland hosted an event on business development and marketing, aimed at helping legal professionals enhance their content strategies: ‘How to Create and Leverage Content’.

Here are five key takeaways:

1. Review existing content plans

Attendees understood the importance of content and marketing that content, but plenty were keen to better understand how they might then leverage that online and where they ought to be spending their time. Many wanted to explore using social media, in particular engaging with potential clients on Facebook and Instagram; social media appeared to be a core component of many marketing plans, and people wanted to better understand its value.

2. Quality over quantity

The speaker highlighted quality content as a cornerstone of successful content marketing, alongside knowing your audience (potential clients) – who are they, what do they hope to see from you and where are they likely to be? This will vary depending on practice area. You will know, hopefully through data collected when you onboard new clients, where existing clients are currently finding you – for example, a blog post on your website, a local Facebook page on which you share an insight once a week, a panel you’ve spoken on or a webinar you’ve hosted.

3. Leverage different content types

Attendees learned about the benefits of diversifying content formats. After a quick reminder of times gone by – hard-copy flyers, local newspaper pamphlets and leaflets – attendees looked at the more traditional blogs and articles, then explored the use of videos and podcasts. This segment concluded by asking whether attendees would consider podcasts as a viable option and seek out opportunities to speak.

The Journal then announced that a podcast would be launching soon, and encouraged anyone interested in being a guest on it to get in touch. Our team are so excited to be launching this alongside the updated webpages, so stay tuned for more information.

4. Network in-person

The speaker was a big advocate of networking in-person and regularly trying to meet up with people in and outside of the profession – whether that’s by utilising traditional networking methods or trying a new approach, such as suggesting on LinkedIn that you are in X place and have time for three coffees, and inviting people to meet you. Covid seems to have, understandably, had a knock-on impact on networking, but we shouldn’t just be saving it for after an in-person conference.

5. Write for others

Attendees heard why the speaker is so passionate about members of the legal profession writing for others, in particular trade press in the relevant sectors of your work. For example, if you work in charity law, perhaps you could share knowledge and insight in a charity magazine.

And remember, you can submit ideas for articles to the Journal and use the Journal Hub to share thoughts and insights on legal topics, as well as anything else impacting the profession.

It was great to hear from attendees on how they believe they should be focusing their content going forward, based on location, firm size and area of law.