Engaging and valuable content is key to the success of your firm’s online marketing. Once you’ve established quality content on your website, in your e-newsletter and on social media, maybe it’s time to consider video as an online marketing tool for your law firm.

Content is king

Your firm needs content that is valuable to visitors, showcases your expertise and is up to date. These three elements are essential to your online marketing success.

In the online space, content is so much more than just written text. And with today’s technology, including photographs and videos as part of your online content strategy is easier than ever.

Of course, written content for your website and your e-newsletters remains central. But your audience may well enjoy a short, engaging video as well. You can use video instead of a written article, or you can use it to complement your written content. And there’s the added benefit that engaging video content is easily shareable on social media.

Tips for using video content

You want your video to be part of a great user experience. Consider how the style and topics of your video content fits with the rest of your online presence. Also think about how and where your audience will be viewing your content.

The Web Accessibility Initiative provides some guidelines to ensure your video content can be accessible to everyone. Use clear play, pause and mute buttons. Avoid auto-play settings, which can get annoying or cause embarrassment. Providing a transcript is helpful, too.

You should include a text description of your video content, so that search engines can find it. If your video content is stand alone, rather than having a written counterpart, a text description or transcript is especially useful.

It’s also a good idea to try to use current technology. It needs to be readily available and compatible for users with various browsers, devices and operating systems.

Lights, camera, action

In a world where content is king, video content can add an extra dimension to your firm’s online presence. Engaging and shareable videos can enhance your online marketing. You can use them alongside quality written content on your website, with your e-newsletters, or on social media.

Planning all of your online content, including video content, with user experience in mind will help you make the most of your firm’s online marketing. And remember that your goal should always be to provide valuable, up to date content that shows visitors you can meet their legal needs.

 

About the author

Peter Heazlewood

Peter Heazlewood

Peter Heazlewood is a management and marketing consultant, he specialises in helping law firms develop their practices using business planning marketing and performance reporting techniques refined in his own successful law firm. Peter lives in Sydney with his wife and is the father of five adult children.

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