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Glossary

108 of the Most Popular Content Marketing Terms

Have you ever found yourself… in a meeting and someone uses a bunch of content marketing terms you don’t know but should?

At that moment, you likely decided to either:

  1. Fake it ‘til you make it, hoping no one asks you a related question
  2. Ask for clarification, outing yourself as not knowing
  3. Walk out of the room (disguising a “bloody nose”)

Hey, you’re here now, ready to level up, and we dig that!

This glossary on online marketing demystifies the terms you should know and gives you access to the content strategy terms the industry insiders use so you sound wicked smaht.

All | # A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
There are currently 108 terms in this directory
A
A/B Testing

What is A/B testing?

A/B testing, or split testing, involves comparing two versions of something to see which one works better. Take what you have, change one thing, and see if more people respond.

Why do we do A/B testing?

We do A/B testing because:

  • It helps us convert the highest number of visitors to clients.
  • Consumer behavior and digital marketing trends change over time.
  • Sometimes, success requires trial and error.

A/B testing improves your content marketing or confirms you had it right the first time.

When should I use A/B testing?

Use A/B testing when you identify a problem, weak point, or new opportunity in your content marketing.

How is A/B testing done?

A/B testing is done by:

  1. Testing your hypothesis for reaching more people.
  2. Changing one thing visitors interact with.
  3. Tracking how they respond for a minimum of one week.
  4. Comparing data to see which option got better results.
  5. Implementing the more successful option.

What’s an example of A/B testing?

Say you want to run A/B testing because you think you could be getting more contact form submissions.

At the top of your home page, there’s a bright red “Contact Us” Call to Action (CTA). It takes visitors to a separate page where they fill out your form.

To test your CTA, try the following:

  • Relocate the form to the bottom of your home page.
  • Add a pop-up that directs to the original form.
  • Adjust your CTA copy to read “Get in Touch.”
  • Change your CTA to a seafoam green.

Then, compare how many form submissions you received before and after making the change.

Above the Fold

What does above the fold mean?

Above the fold refers to the portion of a web page someone can see without scrolling down. Anything below the fold is hidden from the user's immediate view.

Why is it important to have content above the fold?

Having content above the fold is important because some users won't scroll down on a web page. Keeping important information above the fold improves the user experience because users are familiar with the layout.

If you bury essential information at the bottom of your website, some users may click on a different website because they can't find the information they're looking for.

What information should I include above the fold?

You should include critical information above the fold, like your phone number, website navigation, and access to your contact form.

What should I avoid when including information above the fold?

Avoid cramming as much information as possible above the fold. Doing so can be aesthetically unappealing and affect your site's usability.

Active Voice

What is active voice?

Active voice is writing so the subject of a sentence does something.

It contrasts with passive voice, where the subject has something done to it.

Why should I use active voice?

You should use active voice because it:

  • Avoids confusion.
  • Is easier to read.
  • Keeps sentences from getting wordy.
  • Makes your content more engaging.

Active voice creates a direct line between you and your future client.

When should I use active voice?

You should use active voice in all your content marketing.

What’s an example of active voice vs. passive voice?

  • Active voice: My client called me to discuss her case.
  • Passive voice: I was called by my client to discuss her case.
AdSense

What is AdSense?

The Google AdSense program allows you to display ads from the AdWords program on your web pages. Google maintains these ads and places ads on websites based on relevancy and target audience.

Why does AdSense matter?

AdSense matters because Google pays you every time someone clicks on an ad on your website. Using Google AdSense allows you to bring in revenue from your website without heavy lifting on your end.

When should I use AdSense?

You should use AdSense when you want to monetize your website. You'll earn revenue each time someone clicks on the ad.

How is AdSense regulated?

Google regulates the AdSense program to show targeted ads and mitigate link abuse.

Google employs an automated and human review system to catch fraudulent or invalid clicks intended to artificially hike up an advertiser's costs or website owner's earnings.

AdWords

What are AdWords?

AdWords are part of Google's pay-per-click (PPC) advertising program. You can bid on Google AdWords so your content displays when a user searches for a key phrase.

You can display advertisements, service offerings, and videos to users on search engines and mobile apps, paying every time a user clicks on an ad.

Why do AdWords matter?

AdWords matter because they get your website on the top search engine’s results pages for the keywords that matter to your business, even if it lacks quality content and authority.

The caveat is you must keep paying for your campaign to maintain this level of visibility. For this reason, AdWords should be a temporary fix while you work on increasing the amount and types of content you publish on your website. 

Once you have a solid base of quality content on your website, you can shift your AdWords budget to your organic SEO budget.

When should I use AdWords?

It’s best to use AdWords after completing keyword and competitor research. Paying for ads without identifying a viable keyword opportunity will cause you to drain your budget with little return.

What are examples of AdWords?

You can find AdWords at the top of every Google search marked as “ads.”

Alt Text

What is alt text?

Alt text is the copy you write to describe an image or the message the image communicates.

Why is alt text important?

Alt text is important because it makes your content accessible to everyone. It allows visually impaired users and people using text-only browsers to interact with your content.

Alt text is also essential for search engine optimization (SEO) as it allows for using relevant keywords. Search engines use alt text when returning search results.

When should I use alt text?

You should use alt text with any image on your website, blogs, and articles. Be sure to include a keyword, but only use text that applies to and is descriptive of the image.

What are examples of alt text?

Examples of alt text include:

  • Suppose you display an image of yourself at a professional conference. In that case, you may use alt text like "Attorney John Doe at the 2022 National Search Engine Optimization Convention."
  • If you use a generic car accident image in a blog post, your alt text might be "Car accident."

In both cases, the alt text accurately describes the image and its purpose on the page.

Analytics

What is analytics?

Analytics is the practice of gathering, measuring, and analyzing data to identify patterns.

Most businesses that engage in digital marketing use Google’s marketing tools, such as Analytics and Search Console.

When you install these tools on your website, they track your visitors’ behaviors and confirm the success of your content creation and search engine optimization (SEO) efforts.

Why is analytics important?

Content and search analytics are critical to your law firm’s online success. The data helps you make better decisions about your marketing expenses and budget and reduces stress about finding your next client.

When should I use analytics?

You should use always use analytics. The data helps you better understand your audience and identify ways to improve your marketing.

What are the types of analytics?

The four types of analytics are:

  • Descriptive, reveals what happened in the past
  • Diagnostic, answers why something happened
  • Predictive, tells what will probably happen in the future
  • Prescriptive, shows what actions you should take to progress and avoid future problems
Anchor Text

What is anchor text?

Anchor text is a link's visible label or title on a web page. It creates an anchor from the current page to another on the internet.

Your website’s visitors should understand the link based on the anchor text.

Why does anchor text matter?

Anchor text matters because it enhances the visitor’s experience on your site and strengthens the page's search engine optimization (SEO).

When you use descriptive, keyword-rich anchor text for the links you provide on your page, it helps visitors and search engines:

  • Preview the page they’re about to link to.
  • Gain a deeper understanding of related topics or concepts.
  • Understand its relevance to the main topic or primary keyword you’re targeting.

When should I use anchor text?   

You should use anchor text whenever you offer links to other web pages you trust – on or off your website.

What’s an example of an anchor text?

Here’s an example of anchor text:

We Do Web Content helps you attract future clients with frustration-free content marketing.

In this sentence, the words content marketing are the link’s anchor text. When our visitors click on the anchor text, the link takes them to our main services page.

Authority Content

What is authority content?

Authority content is original content that’s helpful to users, relevant to their search, and establishes you as an authority on a particular subject.

Why is authority content important?

Authority content is important because search engines aim to return the most relevant, useful results to users. Search engines are more likely to rank your authority content higher in users’ search results.

A higher ranking in the search engine results pages (SERPs) means more eyes on your content and a higher return on your content marketing efforts.

When should I think about authority content?

You should aim to write authority content every time you create content. Show users how you’re an expert in your industry by presenting your take on a subject.

How do I create authority content?

To create authority content, ask yourself:

  • Does my content provide valuable insight or tips?
  • Is my content well-organized, easy to digest, and presented in an easy-to-read format?

Then, publish it on your website.

B
Backend SEO

What is backend SEO?

Backend SEO is the process of enhancing your website’s infrastructure to make it easier for search engines to crawl and index your content. Backend SEO helps search engines understand what your website is about.

Why is backend SEO important?

Backend SEO is essential because it leads to better rankings in the search engine results pages (SERPs), more website traffic, and more visitors converted to clients.

Optimizing your website's backend ensures your content is found by potential clients more efficiently.

When should I think about backend SEO?

You should think about backend SEO when updating or posting content on your website.

What are examples of backend SEO?

Examples of backend SEO include:

  • Setting up proper page redirects
  • Adding titles and meta descriptions to your photos
  • Ensuring your URLs are keyword-friendly
Backlinks

What are backlinks?

Backlinks, also known as inbound links, occur when another web page links to your website in its content.

Why do backlinks matter?

Backlinks matter because search engines use them to rank content. Backlinks from influential websites show you’re a reputable source for high-quality information.

They boost your search engine optimization (SEO), which makes your content appear higher in the search engine results pages (SERPs). They also create more opportunities to reach potential clients and get more cases.

They also draw visitors to read other content on your website. You can gain someone’s interest who may not have known they need your help.

How can I get backlinks?

You can get more backlinks using the following tactics:

  • Create highly shareable infographics.
  • Post recordings of “Ask a lawyer…” virtual hangouts.
  • Offer free tools and resources.
  • Provide information specific to your region.
  • Maintain a blog with helpful, quality content.
  • Link to other blogs in your blog posts.
  • Write guest blogs for other websites.
Black Hat SEO

What is black hat SEO?

Black hat SEO describes deceptive search engine optimization (SEO) tactics that improve a web page’s performance. Search engines punish these tactics.

Why does black hat SEO matter?

Black hat SEO may result in your web page being 'blacklisted' and no longer shown in the search engine results pages (SERPs). If your website’s blacklisted, your website isn’t bringing in new clients.

When should I use black hat SEO?

You should never use black hat SEO. A black hat strategy produces quick, flash-in-the-pan results that ultimately hurt your page’s ranking.

Instead, opt for a sustainable SEO strategy that produces long-term results. For long-term SEO success, provide valuable content that’s optimized and answers user intent.

What are examples of black hat SEO?

Examples of black hat SEO include:

  • Keyword stuffing
  • Link stuffing
  • Link exchanges
Bounce Rate

What is a bounce rate?

Bounce rate is a crucial metric within web analytics that measures a webpage’s content and layout efficiency. It determines how often a user leaves or “bounces” from a page before clicking through any further.

Bounce rate is often reflected as a ratio or percentage: # of users who bounce  / total # of visits to the site.

Why is bounce rate so important?

Bounce rate is critical in determining if your webpage is successfully reeling in clients.

A site with a high bounce rate indicates people visiting a page but needing clarification or losing interest before looking for more information. This metric means high-quality leads leaving your content (and firm!) for someone else’s.

When should I think about bounce rates?

Your site’s bounce rate should never be too far out of mind. It’s most important to consider when your site receives many visits but does not yield many leads.

Identifying and fixing the issue will keep your users engaged and lead to more conversions.

What’s an example of a bounce rate?

Say a law firm has a home page crowded with information, and it’s hard to find their contact form. Many users will likely get frustrated and leave the site searching for different information. This repeated action over time leads to a high bounce rate.

Users would likely have fewer navigation troubles if the same firm simplified its site. Users could quickly find the information they came for, lowering the bounce rate.

Brand Voice

What is a brand voice?

A brand voice is the unique way your firm presents to the world. It refers to the personality and emotion behind your content.

Why is it important to define my brand voice?

Defining your brand voice is crucial because it’s harder for your audience to connect with you if your messaging changes frequently. If your brand isn’t memorable, your marketing will fall flat.

Your brand voice helps you create relationships with future clients through your content, which means a higher marketing return on investment (ROI) and more cases.

When should I think about my brand voice?

You should think about your brand voice whenever you’re promoting your firm, including the language, images, and overall “feel” used throughout your content.

Your brand voice should remain consistent across all your marketing channels.

How do I create my brand voice?

To create your brand voice, try these tips:

  • Clarify your mission statement
  • Define your values and culture
  • Do a “we’re this, not that” exercise
  • Audit your current content and messaging
  • Enforce consistency with clear guidelines
Breadcrumbs

What are breadcrumbs?

Breadcrumbs are a type of secondary navigation that makes using your website easier. They trace the user’s path to the original page they landed on or show related pages they can jump to.

Why are breadcrumbs important?

Breadcrumbs are essential because they improve user experience, making it easier for visitors to find information on your website. They reduce the number of actions someone needs to take to see more content.

Breadcrumbs improve web pages' findability, decreasing bounce rates and increasing click-through rates. Visitors stay on your website longer and are more likely to contact your firm.

When should I use breadcrumbs?

You should use breadcrumbs if you have a large website with a hierarchy of pages.

You shouldn’t use breadcrumbs as your primary navigation method. They’re an extra feature that supplements your main navigation.

What’s an example of breadcrumbs?

In their simplest form, breadcrumbs are hyperlinks laid out horizontally and separated by the “greater than” symbol (>). This symbol indicates where a page sits in your web page hierarchy.

Buyer Persona

What is a buyer persona?

A buyer persona is a fictional person you create to represent your target audience. This person is based on your existing clients and gives you a clear image of who you’re creating content for.

Why use a buyer persona?

Using a buyer persona helps you to get into the mindset of someone seeking your services. It keeps you from making assumptions and wasting time creating content that won’t resonate with your audience.

You’ll say exactly what your ideal client needs to hear once you understand why they do what they do. (Which means you’ll be saying “yes” to more cases.)

When should I use a buyer persona?

You should have your buyer persona in mind any time you create content.

How do I create a buyer persona?

To create a buyer persona, compile research into a Voice of Customer (VoC). Look at commonalities across actual clients and form one person.

C
Call to Action (CTA)

What is a call to action (CTA)?

A CTA is a word or phrase that urges a visitor to do something. It’s your way of telling someone what they should do next as they engage with your content.

Why are CTAs important?

CTAs are crucial in converting visitors into clients. Without a clear CTA, visitors won’t know where to find the information they’re looking for, resulting in missed opportunities, lost cases, and wasted marketing efforts.

When should I use a CTA?

You should use a CTA any time you want a visitor to act. Use one at the end of blog posts, newsletters, social media posts, and website pages.

What are examples of CTAs?

Common CTAs include:

  • “Read More”
  • “Contact Me”
  • “Subscribe”
  • “Swipe Up”
  • “Download”
  • “Continue”
Click-through Rate (CTR)

What is a click-through rate (CTR)?

A click-through rate (CTR) is used to determine how well a website or particular digital campaign performs. It tells you if viewers are connecting with what you’re showing them.

It’s a percentage of how many clicks an ad, email, or link received compared to the total impressions or number of times visitors saw it in their search results.

Why is a CTR important?

A CTR is important because it’s a key marker in determining whether you understand your potential client's wants and needs – and if you’re speaking to them.

A low CTR means time and money spent on less-than-successful content. A high CTR leads to more calls and more cases.

When should I think about a CTR?

You should think about a CTR when you’re not getting the desired or anticipated responses. CTRs are vital in figuring out what works and what doesn’t.

What’s an example of a CTR?

If a law firm sends an email with a boring subject line, recipients aren’t likely to click on the email. The firm might identify that they only have 1 out of every 100 viewers clicking on their email, resulting in a 1% CTR.

However, they might jazz up the subject line in the following email, resulting in 6 out of every 100 recipients clicking on the link, yielding a 6% CTR.

Client Relationship Management (CRM)

What is a client relationship management (CRM)?

A client relationship management (CRM) is software that organizes interactions with clients and potential clients.

Why is a CRM important?

A CRM allows you to cultivate client relationships and personalize your content marketing. With a CRM, leads will stay intact.

When should I use a CRM?

You should use a CRM to keep track of all your client information.

Specifically, use a CRM to follow up with clients and leads-- keep track of every call, comment, and meeting with each person and reach out to them regularly to deepen your relationships and remind clients you’re there for them.

What are examples of CRMs?

Some popular CRMs include:

  • Salesforce
  • Monday.com
  • Zendesk
  • Pipedrive
Competitive Review

What is a competitive review?

A competitive review involves researching your competitors to identify their strengths and weaknesses.

Why do a competitive review?

Competitive reviews enhance your marketing strategy by pinpointing marketing opportunities your competitors aren’t leveraging. You can then focus on using different marketing tactics that make you stand out.

You can speak to people’s unmet needs and cultivate stronger relationships. (Plus, grab their cases out from under your competitors.)

When should I do a competitive review?

You should do competitive reviews regularly to identify ongoing marketing opportunities.

Specifically, you should do a competitive review when creating your Voice of Customer (VoC). It provides necessary insight into how well your competitors meet people’s needs.

How do I do a competitive review?

To do a competitive review, follow these steps:

  1. Identify your top competitors.
  2. Describe each competitor.
  3. Analyze their competitive offering.
  4. Summarize their online presence.
  5. List their strengths and weaknesses.
  6. Identify competitive opportunities.
Content

What is content?

Content is all the material you create to promote your firm and share information.

Why is content important?

Content is important because it drives traffic to your website, builds recognition for your firm, and gets you more clients.

Without content, you’ll struggle to compete with your competitors and stress over finding new leads.

When should I use content?

You should use content to communicate and build relationships with your audience.

What are examples of content?

Examples of content include:

  1. Website pages
  2. Articles and blog posts
  3. Postcards and pamphlets
  4. Videos and podcasts
  5. Social media posts
  6. Infographics and printable worksheets
Content Audit

What is a content audit?

A content audit is a comprehensive evaluation of your website’s content to see what’s working and needs improvement. It points you to content you need to update and identifies new posts or pages you should create.

Why are content audits important?

Content audits ensure you don’t have low-quality content holding you back. This information keeps your site ranking high on search engine results pages (SERPs) and makes your website easy to find for potential clients.

You’ll miss out on settlements if your content isn’t in its best form.

When should I do a content audit?

You should do a content audit at least once a year to see how fresh content performs and if it needs adjustments to help you reach your goals.

How is a content audit done?

A content audit involves taking stock of current content, determining if it’s relevant and up-to-date, and identifying what gaps need to be filled.

Content audits involve assessing these game-changing factors:

  • Traffic analysis
  • Keyword gaps
  • Website's speed
  • ​​Organic search ranking positions
  • Competitor success

Where can I get a free content audit?

We Do Web offers free content audits so your content doesn’t weigh you down and your competitors don’t outrank you. (And, you avoid adding more to your schedule.)

Content Calendar

What is a content calendar?

A content calendar is a schedule that helps you plan, create, publish, and promote your content. It’s a hub that keeps track of your content marketing efforts across platforms.

Why use a content calendar?

A content calendar helps you:

  • Stay organized.
  • Keep on track with your goals.
  • Create content that’s timely and relevant to your audience.
  • Avoid wasting time on content that won’t get visitors’ attention (or convert them to clients).

When do I use a content calendar?

Use a content calendar to plan all your content, including blog posts, social media updates, and email campaigns.

How do I start a content calendar?

To start a content calendar, follow these steps:

  1. Define your content marketing goals.
  2. Create a template.
  3. Choose your marketing channels.
  4. Decide on a publishing frequency.
  5. Add your content across every platform.
Content Curation

What is content curation?

Content curation is researching an audience, generating topics, and crafting high-quality digital content that provides value.

Why does content creation matter?

Content creation is the foundation of content marketing. Relevant and engaging content introduces new clients to your firm and cultivates existing relationships.

Content leads to more clients, referrals, and bragging rights for your firm.

When should I use content creation?                              

You should use content creation when you want to connect with potential clients.

What are examples of content creation?

Examples of content creation include:

  • Blog posts, articles, newsletters
  • Infographics
  • Answering questions and comments
  • “How to” videos and virtual hangouts
  • Podcasts
Content Gap Analysis

What is a content gap analysis?

A content gap analysis evaluates published content on a topic to identify any missing “gaps.”

Why are content gap analyses important?

Content gap analyses are important because they optimize your content marketing efforts. They can save you time and money by defining ways your content can outperform your competitors’.

A content gap analysis can bolster your search engine optimization (SEO). You can improve your ranking on search engine results pages (SERPs) with valuable, unique information.

When should I do a content gap analysis?

You should consider a content gap analysis before writing your next blog post.

How can I do a content gap analysis?

To do a content gap analysis, search for a topic and look for content that’s:

  • Outdated
  • Lacking examples
  • Missing information
  • Hard to understand

Then, write your content with information that fills the “gaps” you identified.

Content Inventory

What is a content inventory?

A content inventory is a list of all the content on a website. It's a helpful tool to track what content exists, its location, and how you use it.

Why do a content inventory?

A content inventory shows you what you have so you can decide what to do with it.

An inventory keeps team members on the same page and working toward the same goal. (And making the best use of your budget.)

When should I do a content inventory?

You should do a content inventory regularly to stay up-to-date on your content.

Specifically, use a content inventory before conducting a conduct audit. It will provide the information you need to assess your content.

What do I look for to do a content inventory?

To do a content inventory, identify these things:

  • URLs
  • Content type
  • Metadata
  • Media assets
  • Documents and files
  • Intended audience
  • Time last updated
Content Management System (CMS)

What is a content management system (CMS)?

A content management system (CMS) is software that enables you to create and manage your website content. It’s the interface you use to connect with clients online.

Why is a CMS important?

A CMS is not only important, it’s also necessary. It lets you control your content creation, manage workflow, review analytics, and cultivate client relationships.

A CMS increases organization, flexibility, and performance, so you’ll be ready to scale your firm as more people read and love your content. (Then you’ll just need more staff to keep up.)

When should I use a CMS?

You should use a CMS to manage your website, keep track of your content marketing efforts, and respond to clients’ comments.

What are examples of CMSs?

Some popular CMSs include:

  • WordPress
  • Joomla
  • Squarespace
  • Drupal
  • Wix
Content Marketing

What is content marketing?

Content marketing is a strategic and organic approach to attracting future clients by creating and sharing valuable and relevant content on a consistent schedule.

Why is content marketing important?

Content marketing is important because it builds authentic client relationships and establishes a community around your firm.

It’s cost-effective, long-lasting, and allows you to share information with people who need it. Once you post content, it lives on the internet, promoting your firm 24/7.

Content marketing is your “in” with people you would never have met, which means cases you wouldn’t have received.

When should I use content marketing?

You should use content marketing any time you want to gain more clients. (Which is most likely all the time.)

What are examples of content marketing?

Content marketing includes any content you create for your firm, including:

  • Blog posts
  • Podcasts
  • Social media posts
  • Pamphlets
  • Newsletters
  • Articles
  • Promotional postcards
  • Website pages
Content Marketing Framework

What is a content marketing framework?

A content marketing framework outlines the core elements you need to design a successful, scalable system for your content creation.

Why is a content marketing framework important?

A content marketing framework is important because it helps you understand where you are in your content marketing, where you’re going, and what you and your team need to do to get there.

A content marketing framework keeps everyone on the same page throughout the process, which means spending less time and money on ineffective planning.

When should I use a content marketing framework?

You should use a content marketing framework to guide all your content marketing efforts. Your framework acts as a touchstone for your marketing plan and strategy.

Use your content marketing framework to determine your topic generation, content creation, editing, publishing, and promotion process.

How can I design my content marketing framework?

To design your content marketing framework, follow these steps:

  1. Define your marketing goals and standards
  2. Tailor your voice and tone
  3. Understand your audience’s needs
  4. Identify how you specifically can help visitors
  5. Outline your workflow
  6. Align processes across your team
Content Marketing Goals

What are content marketing goals?

Content marketing goals are specific, measurable objectives you want to achieve with your content.

Why are content marketing goals important?

Content marketing goals help guide the content creation process and ensure each piece aligns with your overall marketing and business goals.

They keep you focused and away from spending time or money on content that doesn’t deliver leads.

When should I set content marketing goals?

Specifically, you should set content marketing goals when designing your content marketing plan and content marketing strategy.

You should keep them in mind all the time and update them ongoing.

What are examples of content marketing goals?

Examples of marketing goals include:

  • Build trust with your audience.
  • Attract new prospects.
  • Identify strategic partners.
  • Develop new business ideas.
Content Marketing Plan

What is a content marketing plan?

A content marketing plan is a roadmap, clearly defining the steps to create and share content that helps you achieve your business goals.

 Why use a content marketing plan?

A well-crafted plan helps you track your progress and keep improving.

It ensures your content speaks to your audience and reaches them on their platforms, leading to more eyes on your content and clicks to your website.

When should I use a content marketing plan?

You should use a content marketing plan throughout your content marketing efforts. It’s a crucial part of executing your content marketing strategy.

How do I create a content marketing plan?

To create a content marketing plan, follow these steps:

  1. Define your content marketing goals and objectives.
  2. Identify your target audience.
  3. Research your competition.
  4. Choose what content will best suit your goals and target audience.
  5. Plan your distribution strategy or how you’ll get your content in front of your target audience.
  6. Choose your channels to define the platforms you’ll distribute your content.
  7. Create a content calendar to plan and stay on track.
  8. Set up a system for measuring success.
Content Marketing Strategy

What is a content marketing strategy?

A content marketing strategy describes why your marketing efforts will help you achieve your business goals. It’s a blueprint used to guide your content marketing.

Why is content marketing strategy important?

A content marketing strategy is important because your messaging loses focus without it, leading to hours of troubleshooting, money spent on new content, and missed opportunities for your phone to ring.

When should I use a content marketing strategy?

You should reference your content marketing strategy any time you create content.

What’s an example of a content marketing strategy?

A common content marketing strategy is creating interest in something without directly promoting it; it increases awareness without being obtrusive and offers valuable information to those seeking it.

Content Mission Statement

What is a content mission statement?

A content mission statement is a key component in a content marketing strategy. It’s the reason you’re creating each piece of content and answers the question of why you’re doing what you’re doing.

Why is a content mission statement important?

A content mission statement is important because it guides your content strategy and daily initiatives toward achieving your goals.

When should I use a content mission statement?

Your content mission statement should be in mind any time you create content.

How do I create my content mission statement?

To create your mission statement, follow this template:

“Our content is where [audience] gets [information] that offers [benefit].”

  • Audience” refers to potential clients and anyone you can help with your expert knowledge
  • Information” is the overlap of topics you can teach and the topics your audience wants (think: tips, advice, inspiration)
  • Benefits” are the ways your content helps people
Content Operations Framework

What is a content operations framework?

A content operations framework is an overview of everything related to your content production process. It outlines your content strategy, creation, and management.

Why is a content operations framework important?

A content operations framework is important because it increases your team’s efficiency and saves your firm money.

When should I use a content operations framework?

You should use a content operations framework to define your marketing goals and objectives. Your content operations framework should determine each person’s role in reaching specific key performance indicators (KPIs).

How do I design my content operations framework?

To design your content, answer these questions:

  • Who is involved in the creation process?
  • What is their specific role?
  • What’s your production timeline?
  • How will you publish content?
  • How can I improve and optimize this process?
Content Personalization

What is content personalization?

Content personalization is the practice of tailoring content to better match people’s interests and needs.

Why does content personalization matter?

Content personalization is a powerful tool because it ensures visitors see content they find relevant. By personalizing content, you create more content that helps people looking for support.

This optimizes your content marketing efforts and enables you to convert more visitors to clients.

When should I use content personalization?                             

You should use content personalization when you want to take your content to the next level. You’ll gain more success from your content marketing by working “smarter” instead of “harder.”

How is content personalization done?

Content personalization is done by:

  1. Researching your audience through analytics.
  2. Identifying how they interact with your content.
  3. Tracking how they interact with your competitors’ content with a competitive review.
  4. Adjusting content by running A/B testing.
  5. Answering client feedback in newsletters, blog posts, and social media posts.
Content Segmentation

What is content segmentation?

Content segmentation is the process of dividing a given population into groups based on a shared characteristic. It leads to targeted content and more personalized messaging.

Why is content segmentation important?

Content segmentation is important because it helps you create content that resonates more deeply with people.

You’ll connect with visitors by speaking to their specific wants and needs, leading to more visitors choosing your firm over your competitors.

When should I use content segmentation?                                

You should use content segmentation when you want to cultivate relationships with a specific group of people.

What are examples of content segmentation?

Examples of content segmentation include:

  • Blog posts for “parents” or “ride share drivers”
  • “How to” videos
  • An infographic for visitors who have never worked with a lawyer
Content Style Guide

What is a content guide?

A content guide is a set of rules for the writing and formatting of your content.

Why is a content guide important?

A content guide is important because it establishes consistency across your content marketing, making your content easier to understand for visitors.

It improves user experience, which keeps people engaged with your content and moving through the sales funnel until they hire your firm.

A content guide also keeps your team on the same page through planning, creating, and distributing content. This outcome keeps you from wasting time fixing mistakes and allows you to scale your content production.

When should I use a content guide?

You should use a content guide when writing content for your website, including blog posts, service pages, and long-form articles.

How do I create a content guide?

To create a content guide, follow these steps:

  1. Define your content mission statement
  2. Set your voice and tone
  3. Identify basic vocabulary (examples: word preferences, phrases to avoid)
  4. Determine stylistic guidelines (examples: header capitalization, using oxford commas)
  5. Address each specific type of content
  6. Document rules for graphics
Conversion Rate

What is a conversion rate?

In digital marketing, a conversion rate is the percentage of visitors that complete a desired action.

Why is conversion rate important?

Conversion rates are important because they indicate the success of your marketing channels. High conversion rates lead to more visitors turning into clients.

When should I think about conversion rates?

You should think about conversion rates when you’re not receiving the leads you want through a marketing channel. Conversion rates allow you to identify areas and tactics you need to improve to make more conversions.

How can I improve my conversion rates?

To improve your conversion rates, try these tactics:

  • Add trust factors to your website
  • Shorten your contact form
  • Identify your bounce rates
  • Track your click-through-rates
  • Conduct A/B testing
  • Edit your calls to action (CTAs)
Conversions

What are conversions?

In digital marketing, conversions are actions that push a lead further down the sales funnel.

The main objective in conversion is turning website visitors into customers, but conversions include any time a visitor completes a desired action.

Why are conversions important?

Conversions are important because they’re steps toward bringing in new cases for your firm.

Tracking conversions allows you to maximize your marketing efforts and improve your conversion rate.

When should I think about conversions?

You should consider conversions when reviewing the quantity and quality of incoming leads. If you’re receiving few or low-quality leads, you should assess your user experience to identify ways you can optimize conversion potential.

You may change the fields in your contact form or relocate the form on your website.

What are examples of conversions?

Examples of conversions include:

  • Signing up for emails
  • Following you on social media
  • Filling out a contact form
  • Visiting certain pages on your website
  • Scheduling an intake appointment
Crawlability

What is crawlability?

Crawlability defines how well search engines can scan and process your content. Search engines use “spiders” or “bots” during their indexing process to determine where to show content on the search engine results pages (SERPs).

Why is crawlability important?

Crawlability is important because it impacts your online visibility. Search engines reward SEO-friendly content with a higher position in the SERPs, leading to more eyes on your content, clicks to your website, and calls to your intake team.

When should Iook at crawlability?                       

You should look at crawlability when creating, optimizing, and refreshing content.

Crawlability is crucial during content audits, highlighting areas you need to adjust to increase performance.

How can I increase crawlability?

You can increase crawlability by doing the following:

  • Using more internal links
  • Updating current content
  • Adding new content
  • Removing duplicate content
Crowd-sourced Content

What is crowd-sourced content?

Crowd-sourced content is content that is created or collected by a large number of people. It engages a “crowd” or group in the content creation process.

Why is crowd-sourced content important?

Crowd-sourced content is important because it’s typically more diverse, authentic, and comprehensive than traditional forms of content generation. It taps into the collective knowledge and experiences of many different people.

Sharing crowd-sourced content can help you relate to visitors through your audience’s shared wants and needs. This cultivates trust and leads to landing more cases.

When should I use crowd-sourced content?

You should use crowd-sourced content when you have a solid question and a way to deliver it to your audience for their response.

To protect confidentiality, avoid crowd-sourcing when sensitive information is involved.

What are examples of crowd-sourced content?

Examples of crowd-sourced content include:

  • Social media polls
  • Online surveys
  • Email questionnaires
  • Intake surveys
D
Demand Generation

What is demand generation?

Demand generation is creating customer interest in something to ultimately drive them toward taking action.

It focuses on increasing awareness for your firm, which you’ll use for lead generation to convert visitors to clients.

Why does demand generation matter?

Demand generation matters because more people will find and read your content, helping you reach more people in need of your services and get more cases.

Generating demand for your firm allows you to take cases from competitors and become an even bigger player in your field.

What are examples of demand generation?                              

Examples of demand generation include:

  • Promoting free consultations
  • Sharing educational content
  • Creating shareable infographics
  • Offering a free tool
E
Editorial Calendar

What is an editorial calendar?

An editorial calendar is a tool that helps plan, track, and publish content.

Why use an editorial calendar?

Using a content calendar helps track progress and ensures you post content regularly. Posting content consistently means your visitors always have new and relevant information to read, which builds trust.

It improves efficiency and organization, leading to increased traffic to your website.

When should I create an editorial calendar?

You should always use an editorial calendar to outline your upcoming content.

How do I start an editorial calendar?

A content calendar can be as simple as a spreadsheet with columns for each step of the content creation process. Or it can be a more complex system, including scheduling and marketing automation features.

Editorial Style Guide

What is an editorial style guide?

An editorial style guide is a document that provides guidelines for all published content to maintain consistent branding.

Why is an editorial style guide important?

An editorial style guide is important because it provides a reference for your content production team. It helps you avoid spending time editing so you can focus on creating more lead-generating content.

When should I use an editorial style guide?

You should use an editorial style guide when creating any promotional material for your firm, including all content.

How do I create an editorial style guide?

To create an editorial style guide, follow these steps:

  1. Meet with your content production team to align writers and editors with your firm’s brand
  2. Draft a list of rules to explain your preferences across content
  3. Update your guide to cover discrepancies that arise
Engagement

What is engagement?

Engagement refers to the level of interaction someone has with your content.

Why is engagement important?

Engagement indicates how much people like and respond to your content. It gives you insight into improving your content to increase loyalty and customer retention.

When should I look at engagement?

You should look at engagement when outlining your content marketing plan to determine any changes you want to make.

Reference engagement on your competitors’ content when completing a competitive review.

What’s an example of engagement?

Some common indicators include:

  • Amount of time spent on your website
  • The number of likes and comments on a piece
  • How many pages someone viewed on your website
Evergreen Content

What is evergreen content?

Evergreen content is information that’s always relevant and useful and doesn’t become outdated over time.

Why is evergreen content important?

Evergreen content is important because you don’t have to spend time updating or refreshing it. Once posted, it stays on the internet, promoting your firm 24/7.

It’s information visitors can continue to refer to, which offers extended support and deepens your relationships with current and potential clients.

When should I use evergreen content?

You should use evergreen content to build your content archive. Link to your evergreen articles and blog posts as you create content.

How can I create evergreen content?

To create evergreen content, follow these tips:

  • Write about topics that are always popular (examples: “how long to I have to file a lawsuit?” and “should I get a lawyer for…?”).
  • Use timeless images and examples.
  • Avoid using trendy words or phrases.
  • Focus on providing valuable information.
  • Don’t use current trends or dates (example: “best ways to contact a lawyer in 2022”).
External Links

What are external links?

External links are hyperlinks that point someone to a web page outside your website.

They contrast internal links, which direct someone to another page on your website.

Why do external links matter?

External links matter because they:

  • Help visitors find more information about the topics they’re interested in.
  • Make navigating the internet easier.
  • Allow you to share information without explaining it in your post.
  • Improve your credibility.

External links are important because they boost your search engine optimization (SEO). Search engines look for external links when they crawl a web page and reward valuable content.

Increased SEO leads to your content showing higher in the search engine results pages (SERPs), more views on your content, and more people clicking to your website.

When should I use external links?

You should use external links in your blog posts, articles, and newsletters to provide additional information or resources.

When you use external links, use them naturally. Overdoing them can be distracting and annoying, causing visitors to leave your website.

How do I use external links to boost SEO?

Use external links to boost your SEO by following these guidelines:

  • Make links relevant.
  • Link to reputable sources.
  • Use anchor text
  • Include only helpful links.
  • Confirm the links work.
F
Findability

What is findability?

Findability refers to how easily people can discover your website when they’re searching for information. It relates to a page’s position in the search engine results pages (SERPs).

It also refers to how easily visitors can find information once they’re on your website.

Why is findability important?

Findability is important because visitors need to access your website to hire you. You’ll miss out on potential clients if your website has low findability.

Low findability also results in people leaving your website because they couldn’t gather the needed information.

When should I look at findability?

You should look at findability to see how visible your content is to those who search for it. Compare where your website shows in the SERPs against your competitors to identify ways to improve your content marketing.

View your website from the user’s perspective to find ways you can improve their user experience.

How can I improve findability?

To improve findability, create more search engine-optimized (SEO) content. Search engines position SEO-friendly content higher in the SERPs.

G
Gated Content

What is gated content?

Gated content is media that’s only accessible to visitors who fill out a form.

Why is gated content important?

Gated content is important because it allows you to gather information about visitors, including their contact information and insight into the content they want.

This helps you further understand your audience, focus your marketing efforts, and improve lead generation. Gated content leads to more opportunities to establish relationships with future clients.

When should I use gated content?

You should use gated content when you want to attract more leads.

What are examples of gated content?

Examples of gated content include:

  • Templates, spreadsheets, and checklists
  • Virtual hangouts and webinars
  • Newsletters and Emails
  • Ebooks
I
Ideal Customer Avatar (ICA)

What is an ideal customer avatar (ICA)?

An Ideal Customer Avatar (ICA) is a fictional representation of your ideal customer. It’s based on your real clients, market research, and data analysis.

Why use ICAs?

Using an ICA helps you create effective content marketing, reaching people with the cases you want. This saves time, money, and ultimately leads to more revenue.

When should I use an ICA?

You should use an ICA any time you’re creating content or designing your content marketing plan. Keep this person in mind to guide your decisions.

How do I create an ICA?

Model your ICA after a client you love and who motivates you to do what you do.

Create a Voice of Customer (VoC) to outline data on actual clients and use it as a reference.

Include specific details like this person’s:

  • Name
  • Backstory
  • Interests
  • Goals
Ideal Customer Profile (ICP)

What is an ideal customer profile (ICP)?

An ideal customer profile (ICP), also known as an ideal buyer profile (IBP), is a list of attributes that make up your perfect client.

Why is an ICP important?

An ideal customer profile (ICP) is important because it allows you to define the problems you’re solving for people and align your firm with their needs.

An ICP keeps you from spending marketing efforts on low-quality leads and gaining traffic from people with the kinds of cases you don’t want.

When should I use an ICP?

You should use an ideal customer profile (ICP) when you’re determining who you want to market to. It directs your marketing plan, strategy, and goals.

How do I create an ICP?

To create an ideal customer profile (ICP), consider what qualities someone needs to be a good fit for your firm, including characteristics like their:

  • Annual revenue
  • Industry or field
  • Geography
  • Any limitations or restrictions
Inbound Links

What are inbound links?

Inbound links, also known as backlinks, occur when someone links to your website in their content.

Why are inbound links important?

Inbound links are important because search engines use them to measure high-quality content. An inbound link indicates you’re a reputable source for information.

Inbound links boost your search engine optimization (SEO), increase your website’s visibility, and connects you with more potential clients.

Inbound links also draw visitors to read other content on your website. You can capture someone’s attention who may not have known they need your services.

How can I get inbound links?

Get more inbound links using the following tactics:

  • Maintain a blog with useful, quality content.
  • Link to other blogs in your blog posts.
  • Write guest blogs for other websites.
  • Create highly shareable infographics.
  • Post recordings of “Ask a lawyer…” virtual hangouts.
  • Offer free tools and resources.
  • Provide information specific to your region.
Inbound Marketing

What is inbound marketing?

Inbound marketing focuses on attracting customers through content and offers, rather than traditional outbound marketing techniques like cold-calling or ads.

Inbound marketing pulls people toward your firm, rather than pushing your message out onto them.

Why should I use inbound marketing?

You should use inbound marketing because it organically generates leads, allowing you to build relationships from the start.

Creating interesting and valuable content allows visitors to get to know you. And this establishes a foundation for lifelong clients, plus their referrals.

Inbound marketing is often less expensive than outbound marketing tactics like paid ads.

When should I do inbound marketing?

You should use inbound marketing when you want to attract more qualified leads.

What are examples of inbound marketing?

Examples of inbound marketing include content like:

  • Social media campaigns
  • Search engine optimized (SEO) copy
  • Webinars and virtual hangouts
  • Blog posts and newsletters
  • Podcasts, ebooks, and videos
Internal Links

What are internal links?

Internal links are hyperlinks that point someone to another page on your website.

They contrast external links, which direct visitors to a web page outside your website.

Why do internal links matter?

Internal links matter because they encourage people to read more of your content and increase interest in your firm.

They also help search engines understand your website, which boosts your search engine optimization (SEO). Search engines look for internal links when they crawl a web page and reward valuable content.

Increased SEO leads to your more visitors finding your content and clicking through your internal links to your contact form. (And then hiring you.)

When should I use internal links?

You should use internal links across all your content to offer further explanations or more of your resources.

Specifically, use internal links to show visitors how to move through the sales funnel with a call to action (CTA).

When you use external links, use them naturally. Overdoing them can be distracting and annoying, causing visitors to leave your website.

How do I use internal links to boost SEO?

Use internal links to boost your SEO by:

  • Creating lots of content you can link to.
  • Using anchor text
  • Linking keywords.
  • Confirming the links work before you post.
K
Key Phrases

What are key phrases?

Key phrases are the terms people enter into search engines when looking for information. They play the same role in content strategy as keywords.

Why are key phrases important?

Key phrases are important because search use them to crawl and rank your content in the search engine results pages (SERPs).

Key phrases can boost your search engine optimization (SEO), which leads to more visibility for your website. (And more clients calling your intake team.)

When should I use key phrases?

You should use key phrases in all your content, including:

  • Articles
  • Website service pages
  • Social media posts
  • Blog posts

What are examples of key phrases?

Examples of key phrases include:

  • Lawyer website content
  • Legal website content
  • Content for lawyer website(s)
  • Attorney website content
  • Law firm website content
Keyword Stuffing

What is keyword stuffing?

Keyword-stuffing is a tricky Search Engine Optimization (SEO) technique that involves using excessive keywords in content to boost a page’s ranking in the search engine results pages (SERPs).

Why should I know about keyword stuffing?

Keyword stuffing can result in search engines penalizing your content and bumping it lower in the SERPs.

When should I use keyword stuffing?

You should never use keyword stuffing as a tactic. Instead, employ search engine optimization best practices including using keywords in specific places on the page like in the title and headings.

This shows search engines your content is more easily readable and therefore offers a better user experience, which is what they’re looking for.

What’s an example of keyword stuffing?

For example, our keyword for this glossary is “content marketing terms.”

The glossary wouldn't read naturally if we squeezed “content marketing terms” into most definitions. Search engines would recognize the keyword overload and see through our attempts to rank higher for that keyword.

Keywords

What are keywords?

Keywords are the terms people enter into search engines when they’re looking for information.

They guide content writing and strategy through identified opportunities to connect with customers.

Why are keywords important?

Keywords are important because search engines use keywords to crawl and rank your content. The better you use keywords, the higher your visibility in the search engine results pages (SERPs) and the chances of someone reading your content.

When should I use keywords?

You should use keywords across your content, including:

  • Social media content
  • Blog posts
  • Website pages

However, avoid using too many keywords in one piece, which can result in the search engines penalizing you for keyword stuffing.

What’s an example of a keyword?

For example, our keyword for this glossary is “content marketing terms.”

You’ll notice it’s in our headings and the first sentence. These are areas search engines give more weight to when looking for keywords.

L
Landing Page

What is a landing page?

A landing page is a web page that a visitor "lands" on after clicking on a link. The primary purpose of a landing page is to capture information from visitors in exchange for something of value.

Why is a landing page important?

A landing page is important because you can generate leads and convert visitors into customers by persuading them to take action.

When should I use a landing page?

You should use a landing page when you want to generate more leads from your website.

What are examples of landing pages?

Examples of landing pages include web pages that:

  • Promote your new eBook with a free first chapter
  • Offers a free consultation to your LinkedIn followers
  • Enrolls people in your email newsletter
Lead Generation

What is lead generation?

Lead generation focuses on finding new potential clients and cultivating their interest in your services.

Lead generation typically prompts visitors to share their contact information, providing you with valuable insight into their consumer habits.

Why is lead generation important?

Lead generation is important because it narrows down your audience and allows you to focus your marketing efforts on the people most likely to hire you.

It provides insight into what your visitors are looking for so you can speak to their needs in your content. This tactic builds trust and generates interest for your firm, which means more calls to your intake team.

When should I use lead generation?

You should use lead generation when you want to reach more people ready to hire your firm.

What’s an example of lead generation?

An example of lead generation is using a sign-up box next to a high-quality blog post.

Lead Nurturing

What is lead nurturing?

Lead nurturing is developing relationships with potential clients who aren’t yet ready to hire you. It involves anticipating their needs and speaking to them in your content to convert them.

Why is lead nurturing important?

Lead nurturing provides a higher conversion rate, increased loyalty, and more connections with people who need your services.

It drives traffic from high-quality prospects, which means you get more quality cases.

When should I use lead nurturing?

You should use lead nurturing when you want to move people further down the sales funnel toward hiring you.

How is lead nurturing done?

Successful lead nurturing campaigns focus on listening to and understanding prospects’ needs. Then providing the information and support they need.

Standard techniques include:

  • Making it easy for people to reach out to you
  • Responding to comments and reviews
  • Allowing replies to your newsletter
  • Following up with people regularly
Legal Content Writers

What are legal content writers?

Legal content writers are copywriters who create content for lawyer and law firm websites.

Why are legal content writers important?

Legal content writers are important because they:

  • Share your passion for the legal field.
  • Create content the way you want it.
  • Make you stand out from competitors.
  • Remove the stress from your content marketing.
  • Free up time in your schedule.
  • Generate leads from your website.
  • Bring in new clients for your firm.

When should I use legal content writers?

You should use legal content writers when you want to save yourself from stress, gain time away from your tablet, and get huge settlements for your firm.

Where can I find legal content writers?

You can find your expert team of legal content writers (and editors!) at We Do Web. We Do Web is a law content marketing team specializing in frustration-free marketing and helping lawyers achieve their goals.

Legal Copywriters

What are legal copywriters?

Legal copywriters are content specialists who create material for lawyer and law firm websites.

Why are legal copywriters important?

Legal copywriters are important because they:

  • Share your passion for the legal field.
  • Create content the way you want it.
  • Make you stand out from competitors.
  • Remove the stress from your content marketing.
  • Free up time in your schedule.
  • Generate leads from your website.
  • Bring in new clients for your firm.

When should I use legal copywriters?

You should use legal copywriters when you want to save yourself from stress, gain time away from your tablet, and get huge settlements for your firm.

Where can I find legal copywriters?

You can find your expert team of legal content writers (and editors!) at We Do Web. We Do Web is a law content marketing team specializing in frustration-free marketing and helping lawyers achieve their goals.

Legal Website Content

What is legal website content?

Legal website content includes all the information you publish to your website to promote your firm. It’s a form of inbound marketing that draws in new clients using interesting content that speaks to their needs.

Why is legal website content important?

Legal website content is crucial to getting more clients and growing your firm.

It allows you to stand out from competitors, develop and cultivate client relationships, and offer valuable information to people seeking help.

Legal website content promotes your firm 24/7, which means you can free yourself from worrying about securing your next case.

How do I create legal website content?

To create legal website content, follow these steps:

  1. Define your ideal customer avatar (ICA).
  2. Establish your content marketing strategy.
  3. Identify your content marketing goals.
  4. Create a quarterly content marketing plan.
  5. Write and optimize your content.

What are examples of legal website content?

  • Long-form articles and blog posts
  • Resources such as downloadable eGuides and eBooks
  • Service pages

How can I get legal website content without writing it myself?

We Do Web is a law content marketing team that’s been getting lawyers huge settlements since 2008. You can get a predictable flow of new clients each month, make a bigger impact, and reclaim your time (away from your tablet).

Longtail Keywords

What are longtail keywords?

Longtail keywords are phrases people enter into search engines when they’re looking for information.

Why are longtail keywords important?

Longtail keywords are important because they’re more specific than short-tail keywords, bringing more targeted traffic.

Targeted traffic means more qualified leads and more of the types of cases you want for your firm.

When should I use longtail keywords?

You should use longtail keywords when you’re targeting a specific group of your audience and when you want to supplement broader short-tail keywords.

What are examples of longtail keywords?

Compared to the shorttail keyword “lawyer,” longtail keywords include:

  • Personal injury lawyer near me
  • How do I find a lawyer
  • What to ask a lawyer
  • Real estate lawyer in Miami
M
Marketing Automation

What is marketing automation?

Marketing automation is the act of using software to manage your campaigns across multiple channels and timelines based on preset preferences or thresholds.

Why is marketing automation important?

Marketing automation is important because it reduces the time your marketing team needs to spend on tedious or repetitive tasks, while allowing them to curate content for the right viewers.

When should I use marketing automation?

You should use marketing automation when handling any campaign that’s aimed at a wide audience, especially if you’re using different platforms to release your content.

How do I do marketing automation?

To begin marketing automation, choose a platform that’s right for you.

Examples of these platforms include:

  • Salesforce
  • Marketo
  • Hubspot

From there, identify your goals and key metrics, configure the software according to your needs, and refine the process as you go on.

Marketing Campaign

What is a marketing campaign?

A marketing campaign is a cohesive, integrated course of action to sell a product or service. It involves strategic planning, research, advertising, promotion, and assessment.

Why are marketing campaigns important?

Marketing campaigns are vital to your business because they allow you to reach new clients, engage current clients, and raise awareness for your firm. They’re your way of interacting with your audience to grow your firm.

When should I use a marketing campaign?

You should use a marketing campaign when you want to communicate with your audience.

What are elements of a marketing campaign?

Elements of marketing campaigns include:

  • Setting marketing goals
  • Understanding your ideal customer profile (ICP)
  • Aligning message, values, and voice
  • Creating quality content
  • Promoting your content
  • Including calls to action (CTAs)
  • Analyzing metrics and data
Marketing Channels

What are marketing channels?

Marketing channels are ways you can communicate with your audience.

Why are marketing channels important?

Marketing channels are important because different people find information using different methods. If you don’t market your firm using the appropriate channels, your message won’t reach your potential clients.

This means time lost when you could have been growing your firm.

How do I use marketing channels effectively?

To use marketing channels effectively, research your current clients and create your ideal customer avatar (ICA).

Identify the platforms they’re using and focus your marketing efforts there.

What are examples of marketing channels?

Some of the most common marketing channels include:

  • Digital advertising
  • Influencer marketing
  • Paid search
  • Email marketing
  • Social media
  • Websites and blogs
  • Video marketing
Marketing Metrics

What are marketing metrics?

Marketing metrics are the numbers or data points used to quantify the performance of a marketing campaign.

Why are marketing metrics important?

Marketing metrics are important because they help you compare and contrast the effectiveness of your campaign(s) over time. They provide hard data and insight into what works, what doesn’t, and how to improve a campaign.

When should I think about marketing metrics?

Marketing metrics should be on your mind any time you’re running a campaign, and you should analyze them throughout the process.

What are examples of marketing metrics?

Examples of marketing metrics include:

  • Cost per acquisition (CPA): how much marketing money it takes to yield a new customer
  • Click-through-rate (CTR): how many people who are shown your content actually click on it
  • Social media growth: how many new followers you’re getting
Marketing Tactics

What are marketing tactics?

Marketing tactics are the methods used to achieve marketing goals and objectives.

Why are marketing tactics important?

Marketing tactics are important because they help you choose the right tools and techniques to market most effectively.

Tracking and optimizing your marketing tactics allows you to improve your lead and client acquisition.

When should I think about marketing tactics?

You should think about marketing tactics when you want to ensure you target the right clients for your firm using the right platforms and get a high return on your investment (ROI).

What are examples of marketing tactics?

Examples of marketing tactics include:

  • Email newsletters
  • Social media marketing
  • Content marketing
Marketing-qualified Lead (MQL)

What is a marketing-qualified lead (MQL)?

A marketing-qualified lead (MQL) is a lead that the marketing team has identified as a potential customer. MQLs are often found through lead generation tactics.

An MQL is typically determined when a prospect takes an action that indicates interest in the company's product or service.

Why are MQLs important?

MQLs are important because they’re a step further into the sales funnel than other visitors. Identifying MQLs means you can develop relationships with a higher chance of converting them into a client.

Following MQLs can mean expending less energy to get new clients in front of your intake team and new cases for your firm.

When should I think about MQLs?

You should think about MQLs when you’re looking for potential clients who are already aware of your firm and one step closer to hiring you.

What are examples of MQL actions?

Examples of MQL actions include:

  • Filling out online a contact form
  • Submitting an email address for a newsletter
  • Visiting your website repeatedly
  • Spending ample time on your site
  • Clicking on a paid search result
  • Contacting you to request more information
Metadata

What is metadata?

Metadata is the unseen information that describes, explains, and organizes content on the internet.

Search engines crawl metadata to find information relevant to visitors.

Why is metadata important?

Metadata is important because it boosts your search engine optimization (SEO).

Optimizing your metadata with keywords makes your content visible in the search engine results pages (SERPs).

When should I use metadata?                              

You should use metadata in all your content to boost your SEO and provide context for readers.

What are examples of metadata?

Examples of metadata include:

  • Page titles
  • Keywords
  • Image descriptions
N
Newsjacking

What is newsjacking?

Newsjacking is the practice of aligning your firm with current events to generate interest in your firm.

Why is newsjacking important?

Newsjacking is important because it boosts awareness for your firm and helps you reach a wider audience.

Creating newsjacking content for local events allows you to share information that helps your community and build connections with people in your area. This can lead to more qualified leads and more cases.

When should I use newsjacking?

You can use newsjacking any time there’s a story in the news that motivates you to share information.

Specifically, use newsjacking when a local event occurs that aligns with your services or practice area.

What are examples of newsjacking?

For example, if there’s a car accident occurs in your area that makes the news, you could write a newsjacking blog post. You could include information about who’s at fault in an accident and what compensation someone could receive.

Be sure to include a specific call to action (CTA) at the end of your post highlighting your services and contact information for your firm.

O
On-page SEO

What is on-page SEO?

On-page search engine optimization (SEO) is the process of using relevant keywords in your website’s visible text so it ranks higher in the search engine results pages (SERPs) and improves your website’s visibility.

Why is on-page SEO important?

On-page SEO is important because it increases your website’s visibility and ranking, allowing more visitors (and potential clients!) to find your website.

When should I use on-page SEO?                      

You should use on-page SEO throughout your website.

To boost your SEO, organize your content using silos. A silo structure guides visitors and search engines throughout your website, improving user experience.

What are examples of on-page SEO?

Examples of on-page SEO include:

  • Sharing high-quality, keyword-rich content
  • Incorporating keywords in your content’s metadata (page title, description, and headings)
  • Streamlining your website’s navigation
Online Visibility

What is online visibility?

Online visibility refers to how easily people can discover your website when they’re searching for information. This relates to a page’s position in the search engine results pages (SERPs).

Why is online visibility important?

Visibility is important because visitors need to find your website so they can hire your firm. Otherwise, you’ll waste time and money on content marketing that doesn’t bring in clients.

When should I look at online visibility?                           

You should look at visibility to see where your website shows in the SERPs. Compare your ranking against your competitors to identify ways to improve your content marketing.

How can I improve online visibility?

To improve findability, use the following techniques:

  1. Create more SEO-friendly content.
  2. Use hashtags.
  3. Post regularly on social media.
  4. Respond to comments and reviews.
  5. Offer free tools and resources.
Organic Search

What is organic search?

Organic search is the process of looking up information on the web using a search engine. Results from organic searches are based on relevancy, rather than paid advertising.

Why is organic search important?

Organic search is important because it allows new clients to find your firm. You can create content to rank higher in the search engine results pages (SERPs) instead of paying for advertising.

The content you create for organic search continues to promote your firm long after you publish it. This contrasts paid searches, which only show as long as you’re paying for them.

Creating content for organic search makes the most of your budget so you keep bringing in new cases, without having to stress over your marketing budget.

When should I think about organic search?

You should have organic search in mind any time you’re creating content online. Every piece of content is an opportunity for you to boost your search engine optimization (SEO) and reach more clients.

What are ways to improve my organic search?

Ways to improve your organic search include:

  • Using data-backed keywords
  • Optimizing your website
  • Creating quality, original content
  • Avoiding SEO plagiarism
  • Adding internal and external links to blog posts
  • Updating your social media regularly
Original Content

What is original content?

Original content is unique information that’s never been published before.

Why is original content important?

Original content is important because it:

  • Keeps you from committing SEO plagiarism.
  • Positions you as a thought leader in your field.
  • Offers fresh, new information for users.
  • Draws attention to your firm, bringing in leads.
  • Creates a community around your firm.

When should I use original content?

You should use original content in every piece of content you create.

How can I create original content?

To create original content, follow these tips:

  • Gather topic ideas from clients.
  • Write from your experiences.
  • Generate case studies.
  • Host a webinar or virtual hangout.
Outbound Links

What are outbound links?

Outbound links are external links pointing visitors to a web page outside your website.

Why do outbound links matter?

Outbound links matter because they:

  • Help visitors find more information.
  • Make navigating the internet easier.
  • Improve your credibility.
  • Keep your content concise.

They make your content more valuable to visitors and improve their user experience on your website. This keeps people coming back to your content and seeking your insight. (And your services.)

When should I use outbound links?

You should use outbound links to provide context about a topic without explaining it in your post.

Outbound Marketing

What is outbound marketing?

Outbound marketing involves actively reaching out to potential customers, rather than waiting for them to come to you. It contrasts with inbound marketing.

Why use outbound marketing?

Outbound marketing can be an effective way to reach a large number of people in a short amount of time.

When should I use outbound marketing?

You should use outbound marketing when you want immediate results and have a large marketing budget.

However, there’s no guarantee that your message will reach your intended audience. Outbound marketing is best used in tandem with inbound marketing strategies.

What are examples of outbound marketing?

Examples of outbound marketing include:

  • Advertising through TV, radio, and billboards
  • Paid ads on the search engine results pages (SERPs)
  • Cold-calling
  • Cold-emailing and spamming
  • Direct mail campaigns
  • Tradeshow presentations
P
Paid Search

What is a paid search?

A paid search is a form of online advertising where marketers pay to promote their company.

Often, they pay to have their web page show at the top of the search engine results pages (SERPs). When someone searches for a keyword, paid ads appear in the SERPs alongside the organic search results.

Some paid searches, like Google Ads search campaigns, only charge you when someone clicks on your ad. This is called pay-per-click (PPC) advertising.

Why are paid searches important?

Paid searches are important because they drive traffic to your website and allow you to track that traffic. You can use this data to learn more about your target audience and optimize your marketing approach.

Paid searches can position you ahead of your competitors, drawing visitors to your website before they scroll further down the SERPs.

When should I use a paid search?

You should use a paid search when you’ve identified a popular keyword your target audience is using.

You’ll need a budget set aside for your paid searches, and different keywords have different price points.

What are examples of paid searches?

Examples of paid searches include:

  • Pay-per-click (PPC) ads
  • Native ads
  • Social media ads
  • Banner ads
Passive Voice

What is passive voice?

Passive voice is writing where the subject has something done to it.

It contrasts with active voice where the subject of a sentence does something.

Why does passive voice matter?

Passive voice causes sentences to be wordy, confusing, and less impactful than active sentences.

When should I use passive voice?

You should avoid using passive voice when possible.

However, passive sentence structure is sometimes necessary, like when you’re trying to be vague about who is responsible for something.

What’s an example of passive voice vs. active voice?

  • Passive voice: My client has been threatened by the school board.
  • Active voice: The school board threatened my client.
Pillar Page

What is a pillar page?

A pillar page is a web page that acts as a hub for related content. It includes broad information about a topic, linking out to other pages containing in-depth explanations.

Why are pillar pages important?

Pillar pages are important because they:

  • Help organize your website.
  • Boost the number of internal links in your website.
  • Make your website more crawlable for search engines.
  • Provide users with comprehensive information.

Pillar pages improve user experience, boost search engine optimization (SEO), and increase click-through rates on your website. This increases lead-generating opportunities and number of cases for your firm.

When should I use a pillar page?

You should use a pillar page when you want to drive traffic to your website.

What are examples of pillar pages?

Examples of pillar pages include:

  • The ultimate guide to filing for divorce
  • How to determine who’s at fault in an accident
  • Reasons why you should get a lawyer
R
Refreshing Content

What is refreshing content?

Refreshing content is taking existing content and updating it with new information.

Why is refreshing content important?

Refreshing content is important because it extends the life of your content and makes it relevant for new visitors.

When you refresh and re-publish your content, search engines re-crawl it to identify valuable information. This process can increase your page’s ranking in the search engine results pages (SERPs), making your continent more visible for people in need of your services.

This leads to more cases for your firm, without having to spend resources on creating content from scratch.

When should I refreshing content?

You should refresh content when you identify outdated information through a content audit.

How can I refreshing my content?

Refresh your content by:

  • Revamping outdated examples and images.
  • Updating statistics and facts.
  • Removing sections that are no longer relevant.
  • Adding additional information using new keyword opportunities.
  • Adjusting content to fit visitors’ changing needs.
Repurposing Content

What is repurposing content?

Repurposing content is re-using existing content and presenting it in a new way.

Why is repurposing content important?

Repurposing content is important because it expands the reach of your content. It means you gain more benefits from one piece of content without having to generate new information.

This saves you time creating new content and allows you to reach people using different platforms. Repurposing your content helps you get the most out of your content marketing.

When should I repurpose content?

You should repurpose content to scale your content efficiently.

What are examples of repurposing content?

Examples of repurposed content include:

  • Creating a behind-the-scenes video clip of a podcast.
  • Designing an infographic using information from a blog post.
  • Sharing social media posts on your other platforms.
  • Posting a blog on social media with a pull-out quote.
Revamping Content

What is revamping content?

Revamping content is taking existing content and updating it with fresh information.

Why is revamping content important?

Revamping content is important because it extends the life of your content and makes it relevant for new visitors.

When you revamp and re-publish your content, search engines re-crawl it to identify valuable information. This process can increase your page’s ranking in the search engine results pages (SERPs), making your content more visible to people in need of your services.

This leads to more cases for your firm, without having to spend resources on creating content from scratch.

When should I revamp content?

You should revamp content when you identify outdated information through a content audit.

How can I revamp my content?

Revamp your content by:

  • Refreshing outdated examples and images.
  • Updating statistics and facts.
  • Removing sections that are no longer relevant.
  • Adding additional information using new keyword opportunities.
  • Adjusting content to fit visitors’ changing needs.
S
Sales Funnel

What is a sales funnel?

A sales funnel describes the process of drawing in new customers. It starts with identifying potential customers and extends through to gaining a customer’s recurring business.

Why is a sales funnel important?

A sales funnel is an important concept in visualizing how your firm can strategize and succeed in bringing in new cases.

It focuses your marketing efforts to make potential clients aware of your firm, hire your services, and remain lifelong clients.

When should I think about my sales funnel?

You should think about your sales funnel if your sales process isn’t efficiently identifying new leads.

What are the stages in a sales funnel?

The stages in a sales funnel include:

  • Awareness: making potential customers aware of your business
  • Interest: giving potential clients a reason to consider hiring your firm
  • Decision: converting leads to customers with a quick and easy engagement process
  • Loyalty: showing the client you can execute so well they keep coming back to you with their business and refer others
Search Engine Indexing

What is search engine indexing?

Search engine indexing is the process by which search engines build and maintain a database of all the websites on the internet. Search engines use indexing to provide relevant, quality results when people search for keywords.

Why is search engine indexing important?

Search engine indexing is important because it helps people find what they’re looking for.

It’s important to understand indexing because it acts as a guide for what search engines look for when ranking pages. You can cater to the search engines’ preferences by optimizing your content.

When is search engine indexing used?

Search engines send out "spiders" or "bots" to crawl your website any time you post content.

How is search engine indexing done?

Search engines use two types of crawling during their indexing process:

  1. Discovery, where they find new web pages to add to the index
  2. Refresh, where they identity changes in webpages that existed previously
Search Engine Marketing (SEM)

What is search engine marketing (SEM)?

Search engine marketing (SEM) is the process of paying to increase the visibility and ranking of a website or web page in the search engine results pages (SERPs).

It differs from search engine optimization (SEO), which uses organic methods to gain visibility in unpaid search results.

Why is SEM important?

SEM is important because you can position your content ahead of your competitors’ in the SERPs.

When should I use SEM?

You should use SEM in combination with SEO to supercharge your content marketing. Using both tactics means your content shows in organic and paid search reults.

This means more opportunities for new clients to find your firm.

What are examples of SEM?

Examples of SEM include:

  • Google Adwords
  • Pay-per-click (PPC) advertising
  • YouTube ads
Search Engine Optimization (SEO)

What is search engine optimization (SEO)?

Search engine optimization, or SEO, is the process of enhancing your content so search engines deem it more relevant to people’s searches. The more relevant your website, the higher it’ll rank in the search engine results pages (SERPs).

Why is SEO important?

SEO is crucial to content marketing. It improves your website’s visibility and ranking so more people see your content, leading to more traffic and new visitors who turn into clients.

When should I use SEO?

Aim to optimize all your content. That said, search engines track when someone writes content intending to boost SEO. They penalize tactics like keyword stuffing or SEO plagiarism, which negatively impact your website ranking.

How can I improve my SEO?

Improve your SEO by:

  1. Adding internal links to your other content.
  2. Gaining backlinks from reputable websites.
  3. Integrating long-tail keywords.
  4. Assessing white space on your website.
  5. Increasing page speeds.
  6. Boosting your keyword research.
Search Engine Results Pages (SERPs)

What are search engine results pages (SERPs)?

Search engine results pages (SERPs) are the lists of content and information you see when you search for something.

They include organic search results, paid search, and pay-per-click (PPC) ads.

Search engines determine the order of the SERPs by rewarding relevancy, quality, popularity, and reputability.

Why are SERPs important?

SERPs make or break your content. People won’t see your posts if they don’t come up early in their search.

The goal of the search engine is to provide the best possible results for the user's query, so it’s constantly working to improve its algorithms.

When should I look at SERPs?

Consumer behavior trends and search engine algorithms change constantly. Staying up-to-date on the SERPs keeps your content relevant and means you won’t waste time creating fruitless content.

Specifically, look at SERPs when you’re doing a competitive review to find gaps you can leverage. The SERPs show what people are searching for and the information search engines find valuable.

What’s an example of SERPs?

Common examples of SERPs are:

  1. Featured snippets
  2. Related questions
  3. Ratings and reviews
  4. Images and videos
  5. Top stories
  6. Shopping ads
  7. Tweets and forum answers
Searchability

What is searchability?

Searchability is how easily visitors can find your content when they’re seeking information. It relates to a page’s position in the search engine results pages (SERPs).

Why is searchability important?

Searchability is important because people need to find your website in order to hire your firm. Visitors won’t see content with low visibility, even with high-quality content.

Searchability means more conversions from your marketing, more people finding your content, and more calls to your intake team.

When should I look at searchability?

You should look at searchability to see how visible your content is to people who search for it. Compare your website’s position in the SERPs against your competitors to identify strategies you can improve.

How can I improve searchability?

To improve searchability, focus on creating search engine optimized (SEO) content. Search engines reward SEO-friendly content with a higher position in the SERPs.

Semantically Related Keywords

What are semantically related keywords?

Semantically related keywords are words or phrases that are related to a primary keyword with a similar meaning.

Why are semantically related keywords important?

Semantically related keywords are important because they provide the search engine “spiders” or “bots” with greater insight into the content of your web page.

This can boost your ranking in the search engine results pages (SERPs), increase your page’s visibility, and draws more traffic to your website.

When should I use semantically related keywords?

You should use semantically related keywords to boost your search engine optimization (SEO).

What’s an example of semantically related keywords?

For the key phrase “law firm content marketing,” examples of semantically related keywords include:

  • Digital marketing
  • Search results
  • Search engines
  • Keyword research
  • Legal services
  • Calls to action
  • Marketing for law firms
SEO Plagiarism

What is SEO plagiarism?

SEO plagiarism is when someone takes another person's content and uses it on their own website in an attempt to improve their own search engine rankings.

Why is SEO plagiarism important?

Knowing about SEO plagiarism is important because search engines penalize content they deem plagiarism. In serious cases, search engines hide websites in the search engine results pages (SERPs).

This means people won’t find your website when they search for information, which means opportunities to gain new clients.

When should I use SEO plagiarism?

You should never use SEO plagiarism because it’s unethical and can have serious ramifications against your search ranking.

What’s an example of SEO plagiarism?

The simplest example of SEO plagiarism is copying and pasting someone else's work without giving them credit.

SEO Positioning

What is search engine optimization (SEO) positioning?

Search engine optimization (SEO) positioning relates to your website’s placement in the search engine results pages (SERPs). It shows how your content ranks against similar websites.

Why is SEO positioning important?

SEO positioning is crucial to your firm’s success because it determines how many people see your content.

A low positioning in the SERPs means your content won’t reach as many potential clients.

A high positioning means potential clients will see your website in their search results before finding your competitors’. It means you make the most of the time and money you spend on your content marketing.

When should I think about SEO positioning?

You should think about SEO positioning when you’re creating, optimizing, and refreshing your website content.

How can I improve my SEO positioning?

To improve your SEO positioning, try these tactics:

  • Publish relevant, quality content
  • Update your content regularly
  • Optimize your metadata
  • Research your keywords
  • Make sure your website is mobile-friendly
SEO Rankings

What are search engine optimization (SEO) rankings?

Search engine optimization (SEO) rankings show your website’s placement in the search engine results pages (SERPs). Your ranking indicates where your content shows against similar websites when people look up information.

Why are SEO rankings important?

SEO rankings are crucial to your firm’s success because they determine how many potential clients will see your content.

A low SEO ranking means your content won’t get as many views and you’ll miss out on traffic to your website.

A high ranking in the SERPs means potential clients will see your website before finding your competitors’ when they search for information. This means you make the most of your time and budget. (And get more calls to your firm!)

When should I think about SEO rankings?

You should think about SEO rankings when you’re creating, optimizing, and refreshing your website content.

What are examples of SEO ranking?

To improve your SEO ranking, try these methods:

  • Publish high-quality, relevant content
  • Update your content regularly
  • Make sure your website is mobile-friendly
  • Optimize your metadata
  • Research your keywords
Shared Media

What is shared media?

Shared media, also known as social media, are online platforms people use to connect online through sharing and creating content.

Why is shared media important?

Shared media is important because it’s a crucial resource for people seeking information.

Shared media:

  • Lets you showcase yourself and your firm
  • Increases awareness for your firm
  • Allows you to cultivate relationships with future and current clients
  • Boosts visibility in the search results pages (SERPs)
  • Helps you extend the life of your content by repurposing it
  • Provides insight into your target audience

This leads to more cases and stronger relationships with clients.

When should I think about shared media?

You should think about shared media after creating website content so you can share it with your followers.

It’s important to think about using different platforms as you’ll reach different groups of people.

What are examples of shared media?

Examples of shared media include:

  • Facebook
  • LinkedIn
  • Instagram
  • TikTok
  • Twitter
Shorttail Keywords

What are shorttail keywords?

Shorttail keywords are terms people enter into search engines when they’re looking for information. They typically contain three or fewer words.

Why are shorttail keywords important?

Shorttail keywords are important because they drive large amounts of traffic due to their broad scope.

They can boost your search engine optimization (SEO) because search engines assess shorttail keywords when ranking content. The better you use keywords, the higher your page’s visibility and the more opportunities for visitors to find your firm.

When should I use shorttail keywords?

You should use shorttail keywords to guide your content creation.

This includes your:

  • Social media posts
  • Blog posts
  • Website pages
  • Articles

What’s an example of a shorttail keyword?

For example, a shorttail keyword for this glossary is “marketing terms.”

Social Media

What is social media?

Social media, also known as shared media, are online platforms people use to connect through sharing and creating content.

Why is social media important?

Social media is important because it’s a crucial resource for people seeking information.

Social media:

  • Lets you showcase yourself and your firm
  • Increases awareness for your firm
  • Allows you to cultivate relationships with future and current clients
  • Boosts visibility in the search results pages (SERPs)
  • Helps you extend the life of your content by repurposing it
  • Provides insight into your target audience

This leads to more cases and stronger relationships with clients.

 When should I think about social media?

You should think about social media after creating website content so you can share it with your followers.

It’s important to think about using different platforms as you’ll reach different groups of people.

What are examples of social media?

Examples of social media include:

  • Facebook
  • LinkedIn
  • Instagram
  • TikTok
  • Twitter
T
Target Audience

What is a target audience?

A target audience is a group of people a company targets with its advertising and marketing efforts. It’s defined by people’s geographic, demographic, and psychographic characteristics.

Why is a target audience important?

A target audience is important because it determines who you’re marketing to and offers insight into how to reach them. You can then create a connection with potential clients that results in more cases for your firm.

If you don’t know your audience, you’ll spend time and money on marketing that doesn’t generate leads.

When should I look at my target audience?                              

You should look at your target audience when you want to understand their consumer and media consumption habits. This allows you to tailor your content marketing to fit their needs.

You should have your audience in mind every time you create content, but “audience” is extremely broad. To make your content more relatable, create an ideal customer avatar (ICA) and market specifically to that person.

What’s an example of a target audience?

For example, your target audience may look like this:

Key geographics:

  • Location: Miami, Florida
  • Languages: Primarily English, some Spanish

Key demographics:

  • Age range: 30-55
  • Gender: 60% female, 40% male
  • Common job titles: teachers, store managers, stay-at-home parents

Key psychographics:

  • Values relationships when hiring people
  • Doesn’t know enough about the legal world to make informed decisions
  • Fears working with someone who doesn’t understand them
  • Has never worked with a lawyer before
  • Loves to provide for their family

Preferred channels:

  • Organic search
  • Facebook
  • Email newsletters
Thought Leadership Content

What is thought leadership content?

Thought leadership content is valuable information you share using your expertise, insight, and passion.

Why is thought leadership content important?

Thought leadership content is important because it builds your credibility and makes you the go-to source for information. This positions you ahead of others in your field and allows you to develop relationships with future clients.

When should I use thought leadership content?

You should use thought leadership content when you’re strategizing how to stand out from your competitors.

What are examples of thought leadership content?

Examples of thought leadership content include:

  • Case studies
  • Podcasts
  • Resources like downloadable eGuides and eBooks
  • Personal narratives
Trust Factors

What are trust factors?

Trust factors are pieces of content that show your audience you’re a reliable source of information.

Why are trust factors important?

Trust factors are important because they help potential clients feel comfortable reaching out to you and ultimately hiring your firm.

This generates leads and builds awareness for your firm (and gain more client-grabbing trust factors).

When should I use trust factors?

You should use trust factors when designing your website, in blog posts, and on social media platforms.

What are examples of trust factors?

Examples of trust factors include:

  • Client testimonials
  • “As seen in…” sections (example: As seen in Forbes Magazine)
  • Data indicating your success (example: Our firm helped John A. win a 1,000,000 settlement in 2022)
  • Case studies
U
Usability

What is usability?

In digital marketing, usability is how easily a visitor can interact with your website.

Why is usability important?

Usability is important because it enhances the user experience. Usability encourages visitors to remain on your website reading your content.

It reduces bounce rate, increases click-through rate, and leads to more contact form submissions.

When should I think about usability?

You should think about usability when you’re evaluating your website’s performance.

How can I increase usability?

To increase usability, try these tips:

  • Make your content skimmable.
  • Create high-quality content.
  • Maintain consistency across your website.
  • Don’t overuse hyperlinks.
  • Use clear headings and subheadings.
  • Include images and videos.
User Experience

What is user experience?

A user experience refers to how a visitor interacts with a website. It focuses on how they feel about using the website and how easily they can use it.

Why is user experience important?

A user experience is important because keeps visitors engaged, coming back to your website, and clicking on your contact form.

A poor user experience results in lost cases for your firm.

When should I think about user experience?

You should think about user experience when you’re designing or updating your website.

Specifically, examine your user experience if you think you could be getting more leads from your website.

How can I improve the user experience on my website?

To improve your user experience, consider:

  • Your visitors’ wants, needs, and values
  • Their abilities and limitations
  • Your goals and objectives
  • Competitors’ websites
  • Feedback from current clients.

Then, run A/B tests to determine elements you should change to better suit your visitors.

User Intent

What is user intent?

User intent is the reason someone is reading your content and interested in hiring your firm. It relates to the goal a visitor has in seeking information.

Why is user intent important?

Understanding user intent is important because it allows you to create a positive user experience. This increases the chances of someone landing on your content and clicking through your website to find your contact form.

When should I think about user intent?

You should think about user intent any time you create content.

This includes:

  • Website service pages
  • Blog posts and articles
  • Social media posts
  • Podcasts and videos

What are examples of user intent?

Examples of user intent are:

  • Problem solving
  • Personal research
  • Entertainment
  • Comparison shopping
V
Voice of Customer (VoC)

What is a Voice of Customer (VoC)?

A voice of customer, or VoC, is a compilation of data from actual clients. It’s used to guide strategic marketing and business decisions.

Why use a VoC?

Using a VoC means you’ll:

  • Understand what clients are saying.
  • Avoid fumbling your messaging.
  • Be more relatable and trustworthy.
  • Create content marketing your visitors want and need.
  • ​​Identify problems early on and prevent them from becoming bigger issues.
  • Find areas you have a competitive advantage.

When should I use a VoC?

Use a VoC when you create anything for your firm, like articles, social media posts, emails, practice area pages, and blog posts.

How do I create a VoC?

To create a VoC, gather data from:

  • Interviews with current clients.
  • Competitor reviews.
  • Online forums and subreddits.
  • Blog post and social media comments.

Take note of commonalities and anything memorable like their:

  • Fears
  • Wants
  • Frustrations
  • Needs

Copy this information word-for-word into a spreadsheet and use the exact language in your content.

W
Web Writing

What is web writing?

Web writing is writing specifically for users on the internet. It’s clear and concise, making it easier to read and understand.

Web writing results in helpful and interesting information for people online.

Why is web writing important?

Web writing is important because it allows visitors to scan information and take action through calls to action (CTAs). This means reading your content and clicking to the contact form on your website.

If you don’t tailor your writing to the way people interact with content online, you’ll miss out on potential leads.

When should I use web writing?

You should use web writing when creating content to promote your firm online.

What are examples of web writing?

Examples of web writing include:

  • Blog posts and articles
  • Social media captions
  • Backend SEO text
Website Content

What is website content?

Website content is any information you create and post related to your firm. It should be quality content, focused on visitors rather than search engine results pages (SERPs).

Why is website content important?

Website content is your first impression online. Your content is a gateway for people searching for help to find your firm.

Once posted, website content markets your firm 24/7 with little upkeep over time.

When should I use website content?

You should consistently add content to your website. Committing to a reliable posting schedule leads to lifelong clients.

What are examples of website content?

Website content includes:

  • Blog posts
  • Newsletters
  • Podcasts
  • Email campaigns
  • Social media posts
Website Traffic

What is website traffic?

Website traffic refers to the number of people who visit a website.

Why is website traffic important?

Website traffic is important because it’s a direct line to your firm’s growth. It’s a key indicator of success for your website and content marketing.

The more traffic you have, the more opportunities you have to connect with potental clients.

When should I think about website traffic?

Think about website traffic when you’re assessing your website’s analytics and creating content.

Your goal is to enhance your website’s user experience so that it best serves your clients and gains the most traffic.

What are types of website traffic?

The three main types of website traffic are:

  • Organic, when a user searches for something and clicks a result in the search engine results pages (SERPs)
  • Paid, when someone clicks on an ad (on Facebook, Google, banners, or anywhere else online)
  • Direct, when a visitor types a URL into the address bar or uses a bookmark
Website Visitor

What is a website visitor?

A website visitor is someone who interacts with your website. They’re your bread and butter – those seeking more information because your content resonated with them.

Why are website visitors important?

Looking at website visitors helps to determine the effectiveness of your content marketing strategy. This information allows you to improve your website by making it more user-friendly or adding new content people want.

Knowing who your website visitors are and what they do while on your site is essential in order to keep them coming back.

When should I look at website visitors?

You should look at website visitors when analyzing traffic to improve the website's design and user experience.

What’s an example of a website visitor?

You, having clicked on this glossary, are an example of a website visitor. You’re a visitor once you land on someone’s website.