How Do You Choose a Channel for Your Content?

Law firm marketers have many channels to choose from when deciding where to post content promoting their firm and its individual lawyers. But with so many options available, it can be difficult to decide how to push these messages out.

Often, firms think about where they want to post instead of figuring out where their target audience hangs out. “We want to be on Instagram,” they might say. Well . . . why? Are the firm’s clients or referral sources on Instagram? For the most part, corporate clients are not active on this platform. But law students are. So if a firm wants to post recruiting content, an Instagram campaign makes perfect sense. But if they want the CEO of a company to notice their content, they’d be better off posting it on LinkedIn. It’s all about using the best platform for the job so you can maximize your reach to your targeted audience:

Podcast: Longer conversations and interviews work well here. It’s all about telling a good story in well-edited segments. You can pitch your attorneys to existing legal media podcasts by reaching out to their producers. Or your firm can try recording a podcast of its own. But the latter option is not a short-term project. Although podcasting may appear to be straightforward, it’s not as simple as recording a conversation. Be prepared to invest money, time, and significant labor to create a set of polished interviews your audience will learn from and enjoy. 

Newsletter: Newsletters are an excellent channel for providing targeted, relevant information to your clients. When they are done well — for instance, providing real-time updates on regulatory issues — clients find newsletters extremely valuable. You can target newsletters by industry or practice area, customizing content for each audience as well as providing more general firm information and spotlighting your firm superstars. Remember, though, that a newsletter is only as good as the list of contacts who receive it. The key to a successful newsletter is a well-maintained and growing email list, segmented and organized in a program such as Mailchimp.

Youtube: According to the Pew Research Center, YouTube’s reach has continued to grow. 81% of Americans say they use the video-sharing site, up from 73% in 2019. So posting videos to this platform can be a great way to spread your message to a broader audience. For lawyers who work with consumers or small businesspeople who may not have much experience with the legal system, short “explainer” videos can help you deliver information on legal rights, technical aspects of arbitration or settlements, or tips on how to handle difficult disputes. Not only do these videos allow you to convey information, but you can also convey a friendly, welcoming demeanor so that potential clients can get a sense that working with you would be a pleasant experience.

LinkedIn articles: Thought leadership-style articles published on LinkedIn are a great way to showcase your subject-matter expertise and speak to an audience of referrals and clients. That’s because it’s easy to share and create a conversation around relevant issues. But it’s important to remember that posting is just half the battle. A key to winning on this channel is to “socialize” the content as much as possible. That means tagging people who might want to join the conversation, “boosting” (paying to raise the visibility of) your post, sharing it in the right groups, and asking questions in the comments that prompt further engagement. Read more on LinkedIn best practices.

Choosing a channel to host your valuable content isn’t as simple as picking the one you like. It’s about featuring your content on the platforms your targeted audience frequently visits, and then consistently delivering substantive information that’s relevant to their interests.