Establishing Expertise With Your Audience

Establishing Expertise With Your Audience

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As an attorney, it’s important your firm and services are taken seriously by your audience. Using your website and other content, you must be able to convey you have a certain level of expertise and knowledge in your subject area.

Using content marketing in various forms can help establish you as a thought leader in your field, which will increase the amount of respect you command and the amount of trust your audience has in you and your work.

Here are just a few ways you can demonstrate your expertise through your content.

  • Blog posts: Blogs are a great way to share the knowledge you have with your current or potential clients. You can go into detail about specific legal issues or practice areas and provide your readers with helpful, practical tips and strategies they can use to resolve some of their legal issues and take the next steps in their case. The quality of the content you create will show your firm to be more than capable of assisting its clients.
  • Emails: Regular email newsletters can provide quite a bit of value to your audience and also point people toward your blog, website or specific actions you wish them to take. Emails can be used to share more concise tips and information and to encourage conversation.
  • Social media: Social media is the ideal place to build relationships with your audience and interact with people interested in your practice area or your specific services. You can have actual conversations with people, and respond to their questions or feedback. You can also use social media to share other content, such as blog posts, videos, infographics, etc.
  • Podcast: Podcasts are an outstanding opportunity to establish yourself as a trusted expert in your field. Podcasts allow you to go into much more detail than you’d be able to even in a blog, while also giving you an opportunity to share your personality with your audience and deliver content in a different format. People can listen to your podcast while on their daily commute, or while doing chores around the house. Consider getting started by seeking out opportunities for a guest appearance on someone else’s podcast. This will help you get a sense for what’s involved in podcast production and whether it’s right for you.
  • Videos: Consider developing short, helpful videos for clients to watch about your services or about specific legal issues. Like podcasts, videos offer you a chance to showcase your personality. You can use them as responses to FAQs, repurpose them as social media posts or embed them into your emails. They also give you a chance to put a face to your name, which helps build trust in your audience.

For more tips about how you can use content marketing to establish your firm as a thought leader in your practice area, contact us at Conroy Creative Counsel.


I'm Karin Conroy

Founder of Conroy Creative Counsel, an award-winning recognized leader that has cracked the code of smart, sophisticated, and strategic marketing for law firms.

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