Lawyers are busy, so when it comes to creating content for websites or blogs, many hire freelance writers. Even marketing agencies might rely on freelance writers to tackle large projects. With no shortage of freelance writers available, this is a great way to ensure your law firm implements a successful and effective content marketing strategy.
But not all freelance writers are created equal. You might be thrilled that $40 can get you a blog post or page of content for your website, but that doesn’t mean you’re receiving quality content. To avoid the common pitfalls of ineffective content, here are several considerations to keep in mind when hiring a freelance writer.
- Writing and SEO are two separate skills. You might find a fantastic writer to create blog posts for your website, but they might not be familiar with the most up-to-date SEO best practices. While writing and SEO often go hand-in-hand, it’s important to make sure anyone writing content for you is familiar with the on-site SEO tactics that will get you the most out of your content.
- Content needs to geared towards the intended audience. This might seem obvious, but it’s absolutely crucial that content retains a consistent, professional voice and tone for your intended audience. If most of your clients are the “Average Joe” type, content should be written at the appropriate reading level. However, if your clients are top-level executives, content should be more sophisticated.
- Most writers aren’t legal experts. It’s unlikely that a freelance writer you’re considering hiring is also a lawyer or has legal industry experience. While you don’t have to be a lawyer to write about the law, always ask a freelance writer for samples of their work to prove they are capable of researching and providing accurate facts. You can also ask outsourced writers if they have written technical copy and if so, for which industries.
- Content needs to be interesting. Not every writer is capable of writing about the law in an interesting and engaging way. Because the legal field can be boring to those who don’t work in it, an effective writer can be the bridge to connect individuals with what they need to know about the law.
- Manage your expectations. Just because you have a blog doesn’t mean people will read it. While writers can provide you with content – even exceptional content – it is often up to you to share it. Unless a writer explicitly agrees to promote your blog, you need a corresponding strategy to drive traffic to each blog post or new content page.
Content writing in the legal field requires a variety of specialized skills. For rich and engaging content, you will have to pay more than $40 per page. You might be reluctant to spend money on content marketing, but you get what you pay for, and when you pay for quality content, it can boost your SEO value, create a valuable relationship with potential clients and referral sources, and generate new leads. If you want to implement a content marketing strategy, but don’t know where to start, the award winning legal marketing experts at Stacey E. Burke, P.C. can help.