• Skip to navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

American Academy of Estate Planning Attorneys

AAEPA, Inc

Find a Member Member's Login
Call Today (800) 846-1555
  • Membership
    • Membership Membership
    • submenu
      • Why Join?
      • Member Requirements
      • Become A Member
      • Meet the Team
  • Estate planning software
  • Education
  • Practice management
    • Practice management Practice Management
    • submenu
      • 11 Essential Systems
      • Coaching
      • Law Firm Marketing
  • Resources
    • Resources Resources
    • submenu
      • Live Training
      • Blog
  • Contact Us

6 Content Marketing Myths Debunked

Home » rollover » 6 Content Marketing Myths Debunked

Content MarketingContent marketing is a marketing method that focuses on creating, publishing, and distributing valuable, relevant content to attract, engage, and convert prospects into clients. It can be extremely effective in driving traffic to your website, establishing your firm as an authority, increasing leads, and improving your bottom line if done well. But, myths abound and not everyone understands what content marketing really means, what it’s for, or why it works.

Myth 1: Content Marketing = MORE Content

Yes, there are studies that show that the more frequently a law firm blogs, the greater the amount of traffic to their website. However, unless you’re working with a creative team staffed with writers and editors, chances are you don’t have the resources to publish killer content on a daily basis.

When it comes to content marketing, more is not better. Publishing mediocre posts, just for the sake of posting, is the equivalent of spam. Every piece of content you publish should be relevant and valuable to your clients and potential clients.

Recommendation: Publish a single piece of high-quality content item each week, rather than posting five mediocre blog posts.

Myth 2: Content Marketing = Advertisement of your Products and Services

Hubspot, the inbound marketing giant, defines content marketing as an effort “to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.”

Effective content marketing isn’t about pitching your law firm’s services. That’s called a brochure. Your content should be related to your practice, but not about your practice and should be something your clients will actually find valuable.

Recommendation: When it comes to content marketing, think “educational marketing” and publish content that speaks to your clients’ needs – an infographic explaining the probate process, an eBook about tax planning, or a legal guide detailing the special needs resources available in your community. 

Myth 3: Content Marketing = Primarily for Link Building

Backlinks are a great byproduct of content marketing but shouldn’t be viewed as your primary goal. You should have loftier aspirations!  An effective content marketing strategy will increase awareness for your brand, strengthen your reputation as an industry authority, and educate a growing audience while building trust.

Recommendation: It may be blasphemous for an SEO to advocate ignoring the search engines, so I won’t go that far. I WILL recommend that you consider your clients and potential clients first and search engines second when creating content.

Myth 4: Content Marketing = A Blog

  • YouTube:  More than 1 billion unique visitors each month
  • Podcasts: 80 million Americans are weekly podcast listeners
  • Social Media: 70% of the US population has active social media accounts

While creating a blog is likely the easiest way to generate content, it’s clear to see that blogging is far from the only way to reach potential clients.

When deciding on what types of content you want to produce, consider what format is most appropriate for the information you’d like to share. Data-heavy information might be more effectively communicated visually with an infographic, while a video of an interview would certainly be more engaging than a simple written transcript.

Recommendation: Create a varied content marketing schedule. Consider the best format for your subject and your target audience.

Myth 5: Content Marketing = Not Related to Social Media Marketing

While publishing great stuff on your own website is essential, it’s important to remember that most folks are NOT on your website. Distributing your content via other channels is a must and social media is the perfect way to do so. Quality content that’s posted on Facebook, Twitter, and Google+ is often shared, widening your pool of potential clients even more.

Recommendation: Share every piece of content including blog posts, infographics, white papers, and slide decks on all of your social media platforms. There are several online tools and apps that make doing so easy, such as Hootsuite and Networked Blogs.

Myth 6: Giving Away Info Negates the Need for Clients to Call

One of the objections I often hear when it comes to content marketing is based on the fear of giving too much away. You may be concerned that once a potential client learns all about wills from an eBook, they’ll no longer need to hire you.

That’s not going to happen. At its very core, Content Marketing is about building a relationship with your audience. Consumers want your knowledge and expertise. By creating valuable information that keeps your potential clients informed and educated, you become their go-to resource and a trusted ally that they’ll turn to when they need your services.

Final Recommendation: Stake your claim as a thought leader in your industry and market by creating interesting and educational eBooks, infographics, white papers, slide decks and blog posts, then sharing them freely. By doing so, you’ll develop a loyal following that will hang on every word you publish.

Rita Chaires
Director, Web and Online Marketing Services
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com

  • Author
  • Recent Posts
Rita Chaires
Rita Chaires
Rita Chaires
Latest posts by Rita Chaires (see all)
  • 6 Content Marketing Myths Debunked - November 4, 2021
  • Law Firm Marketing on LinkedIn - October 7, 2021
  • Stop Googling Yourself and Start Accurately Measuring Your Online Marketing Success - September 2, 2021
SHARE

Primary Sidebar

Subscribe to our blog

Recent Posts

  • Avoid Unnecessary Family Disputes with a Letter of Instruction
  • Understanding Undue Influence – Part I
  • The Top 3 Estate Planning Must-Haves
  • How Do I Trust Thee… Part III
  • Time for a Mid-Year Check-In?

Categories

  • Academy Girl Friday (33)
  • Client Services (239)
  • Coaching (33)
  • Consumer Advantage (3)
  • Counseling (21)
  • Elder Law (5)
  • Estate Planning (930)
  • Estate Planning Documents (5)
  • Estate Planning Education (201)
  • Financial Analysis (3)
  • Financial Services (1)
  • General (20)
  • Law Firm Marketing (282)
  • Law Firm Net Revenue (7)
  • Law Firm Staffing (99)
  • Law Firm Technology (45)
  • Law Firm Web Tips (186)
  • Leadership (191)
  • Legal Education (651)
  • Marketing Tools (2)
  • Medicaid (1)
  • Member Services (1)
  • Owners Compensation (1)
  • Peak Performer Focus (1)
  • Practice Building Calls (1)
  • Practice Management (497)
  • SEO/Social Media Support (3)
  • Software (6)
  • Strategic Planning (10)
  • Uncategorized (15)

Footer

logo of American Academy of Estate Planning Attorneys

About Us

  • Meet the Team
  • Site Map
  • Legal Notice
  • Privacy Policy

Explore Our Services

  • Coaching
  • Estate planning software
  • Events
  • Legal education
  • Marketing
  • Web and SEO

Keep in Touch

Mon-Fri

9444 Balboa Ave. Suite 300

San Diego

(800) 846-1555

info@aaepa.com

Take Back Control of Your Business and Your Life

+

footer section | American Academy of Estate Planning Attorneys

© 2022 American Academy of Estate Planning Attorneys, Inc All rights reserved.

We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent. Don't sell my personal information.
Cookie Settings Accept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
Save & Accept