Content Marketing for Your Medical Law Website

Content marketing may sound like technical jargon for expert marketers, but the practice is much less complex than it seems. Content marketing involves creating unique content to share online. This can be done through a medical law website, for instance, or through a blog or social media platforms. While the content will raise awareness of a brand, the core purpose is simply to generate interest in the service or products that a brand offers. The more value the content provides, the more it will be shared and, in turn, read by potential clients. This is one of the simplest and most cost-effective ways to increase organic traffic to your medical law website. In fact, content marketing costs around 62% less than traditional marketing avenues and yields three times as many leads.

The ultimate goal of increasing organic traffic to your medical law website is to increase conversion rates. Working with a content writing professional to create a regular blog or social media posts, you are 13 times more likely to see a positive ROI (Return on Investment) than with other marketing tactics. This is due to the affordable costs of content marketing paired with the drastically increased conversion potential created by increasing organic traffic, boosting SEO, sharing posts on social media, and establishing brand credibility.

Traditional marketing methods typically create short-lived results. A radio ad, for example, may be broadcasted for a few weeks. During this time, you may receive increased interest in your medical law services and inevitably gain new clients. Despite attracting a few new clients, the benefits of this marketing venture end as soon as you stop paying to broadcast the ad. Your ROI possibilities end at this point. With content marketing, you pay for content writing or keyword research but continue to reap the rewards for years to come. You retain the content, the boosted SEO benefits, and your position as an authoritative figure in the industry long after each piece of content is written and published on your medical law website.

The key to any successful content marketing strategy begins with a solid definition of your brand and mission. This will ensure that you and your team are on the same page in terms of your branding, goals, and your target audience. Likewise, it will act as an informative guide that can be shared with content writers and marketers to ensure that your business is depicted as accurately as possible. This business profile should answer questions, such as:

• What services does your medical law company provide?
• What services does your medical law company provide?
• Who is your target audience?
• Does your company prefer a casual or formal tone for content?
• What goals do you want to achieve with your content marketing strategy?
• What type of content are you seeking? Blog posts, social media posts, case studies?

As with any marketing strategy, the success of your content marketing campaign should be tracked. This will allow you to understand which tactics are most effective and which are not performing as expected. To do so, it is important to set goals for your content marketing strategy before getting started. While you may have loosely defined your goals in your business profile, this step involves setting specific, measurable goals. Stating that you want to improve conversion rates will not enable you to see the progress of the strategies that have been implemented. Instead, identify a realistic timeframe in which you want to achieve a specific result. For example: improve conversion rates by 15% within six months.

You can then measure the progress of this goal by tying it to KPIs (Key Performance Indicators), such as the lead-to-customer-conversion rate for each piece of content.

• Create specific, measurable goals
• Tie goals to KPIs to track progress
• Identify the type of content that will be most successful in achieving these goals
• Continue to update goals and set long-term, measurable milestones as goals are reached

Content marketing is unique because it can be catered directly to your target audience to ensure maximum results. For example, a cosmetics company may have a target audience of teenagers, while a travel agency may target middle-aged professionals. The type of content created for each of these companies will be dramatically different to appeal to the audience. This extends beyond the use of slang terminology or readability. The cosmetics company would likely benefit from sharing short posts that would fare well on visual social media platforms, like Instagram. The travel agency, on the other hand, may see better results when sharing long, factual posts on platforms like LinkedIn.

Creating a customer persona requires some research but can be immensely valuable to writers and marketers in determining the best approach for your audience.

To draft an effective and accurate customer persona:

For your customer persona to be effective and accurate, you need to look at the data. To do so, you can use tools like your customer database, social media analytics, or Google Analytics. Through this research, you should aim to gather information like:

• Age
• Location
• Language
• Spending Habits/Income
• Interests
• Concerns (e.g., are they concerned with using eco-friendly products?)
• Social Channels (or which social media platforms they are most active on?)

In the medical law industry, it is safe to say that nearly all of your target audience is experiencing some form of a medical dilemma. Whether they are facing medical malpractice or worker's compensation cases, their health is likely a top concern. They may also be experiencing other problems associated with injuries or illnesses, such as financial stress or depression. Despite this, the biggest problem that they may share is the need to pursue legal action because of a medical concern.

Be sure to highlight all of the problems that your audience is facing to make the content as unique to them as possible. If you are unsure of how to define this portion of your customer persona, consult your customer service team to see if they can offer insight into common patterns or challenges they hear from potential clients.

After you have a general buyer persona, delve deeper into your data and identify any common traits you notice. While it may not seem relevant, the fact that 75% of your clients are parents, for instance, can provide immense value when it comes to creating content. These traits, paired with demographics, will allow a unique audience to take shape:

Example:

• Age 43-49
• Live in Dallas, Texas
• Has two or more kids
• Uses Facebook
• Experiences chronic pains
• Little to no disposable income

At this stage, you will need to give your audience persona relevant, specific qualities, and a name. It should feel as if the audience is an actual person that one could engage with.

Sample Persona:

• David Mosley, Workers Compensation Case
• David Mosley, Workers Compensation Case
• Lives in Southern Dallas with his wife and two elementary school-aged children
• Uses Facebook to connect with family and friends
• Experiences financial stress as well as chronic pain due to injury
• Motivated to seek compensation to relieve financial burden caused by the inability to work due to injury

Now that you have specific goals and a target audience in mind, it is time to determine the type of content that you are seeking for your medical law website. If you are unsure of which type of content is best for your audience, it can be helpful to consult a digital marketing expert to help you decide. Some of the most common content types for medical law businesses include:

After determining your goals, your audience, and the type of content you are looking for, it is time to find and hire a medical law content writer. Unlike more general industries, such as travel or fashion, a medical law content writer must have some knowledge regarding the legal industry. This will prevent inaccuracies that can hinder your reputation and ensure that the correct terminology is used.

While there are endless options for finding a writer online, finding a high-quality writer is a different story. You may opt to post a job listing, scour online advertisements, or use an agency. In either scenario, it is important to remember that, like most things in life, you get what you pay for. There are a plethora of writers and agencies that offer low prices for content; however, the quality is typically lackluster and, in some cases, merely rewritten versions of existing content. Keep in mind that the content you post will act as a reflection of your business expertise.

Before committing to a writer or content agency for your marketing needs, be sure to do your research. Ensure that the writer or content agency is reputable and is not accused of copyright infringements or "spinning" existing web content. Likewise, you should steer clear of those who are willing to work for a price that sounds far below average.

Whether you use a content agency or hire a writer directly, be sure to ask for writing samples before committing. Nearly all professional writers have relevant samples ready to provide to potential clients, and content agencies should be able to provide a sample written by the writer who will take on your project.

When it comes to writers, there are no hard and fast rules about what qualifies them as professionals. While some have decades of experience in content marketing, others may not know digital marketing practices. Be sure to inquire about the writer's experience and ensure that they are capable of completing the task at hand.

Searching for a high-quality medical law content writer? Scripted offers a large selection of professional, vetted writers who have experience in the legal industry. Eliminate the guesswork and frustration of finding a writer on your own and sign up for a free 30-day trial today.