Content Marketing for Personal Injury Law Firms From a Fractional CMO

Content rules the digital world and can be a powerful tool for helping businesses stand out from the crowd. The legal industry is no exception to this.

With so many types of content to create and a lot of competition, a fractional law firm CMO is the best person to lead the charge in developing and executing a strong content strategy.

Content marketing for personal injury law firms with a fractional CMO helps skyrocket online traffic and gives potential clients answers to all their questions. From content calendar creation to monitoring content analytics, these experts strive to help law firms like yours reach the top of the competition.

First, here’s Jason with what fractional marketing is and what it can do for you:

How Do You Create a Marketing Strategy for a Law Firm?

Marketing for a law firm involves a lot of moving parts that must work well together. A fractional CMO can help create a strong marketing strategy for your law firm by following the steps below.

Targeted Marketing Campaigns

Creating targeted marketing campaigns includes data gathering and analysis. The first step is to identify your target audience. One way to do this is with CRM software: a tool used for tracking customer interactions to target audiences more effectively. 

With this information in hand, you can segment your audiences according to different characteristics, such as:

• Demographic data (Age, gender, occupation, income level, etc.)
• Behavioral data (Amount of time spent on your website, previously used services, etc.)
• Psychographic data (Values, lifestyle choices, etc.)
• Geographic data
• Previous experience with law firms
• Legal needs (Personal injury, family, criminal defense, etc.)

This information is vital to understanding your client’s unique situation. The more information you gather, the easier it is to craft personalized campaigns that reach people where they are with what they need.

Content Marketing

With many other personal injury firms vying for the same clients, you’ll need a strategy to encourage people to trust your firm. This is where a solid content marketing strategy comes in handy.

A law firm that creates and shares relevant and valuable content is more likely to attract new clients. Content creation can be done in many ways, depending on the platforms you use. Your content can be in the form of:

• Blog articles
• Case studies
• Videos
• Guides and tutorials
• White papers
• Newsletters
• User-generated content

Content creation is also a fundamental part of improving SEO performance. By using the appropriate keywords, your website can enjoy first-page rankings, making it easier for prospective clients to find your firm. For example, Digital Authority Partners created a comprehensive content marketing strategy for the law firm Cohen, Feeley, Altemose & Rambo, which resulted in a 200% increase in organic website traffic and a 31% increase in caseload.

Local SEO

Speaking of SEO, mastering local SEO is crucial for personal injury firms. It’s one of the best ways to attract clients and boost visibility within your local area with the help of location-specific keywords. 

For example, if your firm is based in Chicago, some of your target keywords might be “personal injury firm in Chicago” or “Chicago accident attorney near me.”

One way to improve local SEO performance is by creating a Google Business Profile (GBP). A GBP is like an online directory that lists businesses of any industry. This allows users to easily find your business and acquire relevant information, such as contact details and working hours.

When creating a GBP, make sure all your business details are complete. This includes:

• Company name
• Company address
• Contact information (Phone number or email address)
• Company description
• Business hours
• Types of services
• Reviews

There are other places where you can list your business online. If you’re planning to list your firm in places outside of Google Business Profile, double-check that all the details above are consistent and updated to increase your rankings.

PPC Campaigns

Pay-per-click or PPC advertising is a model where you pay a fee each time someone clicks on your ad. It helps drive targeted traffic to your website, increasing your online visibility. (PPC is an easy way to get some instant traffic and gain new clients. It also utilizes other platforms like SEO and social media marketing.)

PPC uses tools like Google Ads or Facebook Ads, which allow you to target specific audiences based on location and demographics. It also involves targeting keywords that best match your user’s intent. 

For example, if someone searches for a “personal injury firm in Chicago,” your website’s link appears at the very top of Google’s search results with an “Ad” or “Sponsored” tag beside it. The more relevant your target keywords are to your audience, the higher your chances of ranking first. Setting competitive bids is also a huge part of a personal injury law firm PPC strategy.  

Data Analytics and Reporting

Digital marketing doesn’t end after launching your campaign and waiting for results: A big part of the process is monitoring and reporting data. Your data allows you to objectively measure how well or poorly your campaign performed.

It’s essential to revisit previously set marketing goals and KPIs. Were you able to meet these objectives over the course of your campaign? If not, what areas need improvement? This allows you to form data-driven insights on how to improve future campaigns.

What Is Content Marketing?

Content marketing for personal injury law firms with a fractional CMO firm involves creating, writing, and sharing relevant content.

It's a process that aims to attract new clients and provide them with valuable knowledge. 

Many types of content could be part of this strategy, including:

• Blog articles
• Case studies
• Newsletters
• Videos
• Infographics
• Testimonials
• White papers

One of the benefits of content marketing is increased credibility and authority both in the eyes of the audience and the search engine.

Original and well-written content makes your brand stand out from others and increases your trustworthiness to the audience. At the same time, it also increases your chances of ranking on the search engine and increasing online visibility.

5 FCMO Content Marketing Tips for Personal Injury Law Firms

Content marketing for personal injury law firms with a fractional CMO should be approached with the right strategies to be successful. Listed below are some must-know content marketing and SEO techniques for injury lawyers. 

1. Conduct Keyword Research

Creating good and valuable content all starts with finding the right keywords. These keywords are what your clients will be typing into the search engine, and keyword research is the first step to ensuring that your website appears first.

There are a handful of keyword research tools, such as Ahrefs and Semrush, that can help you find high-volume and low-competition keywords.

Keyword research starts with finding a general topic, like “personal injury.” Since you want users to find your business, you’d have to narrow it down further into specific, long-tail keywords, which may look something like this:

• personal injury firm near me
• best personal injury firm
• affordable personal injury firms
• personal injury lawyer for car accidents

2. Write Client-Centric Content

Once you have narrowed down your keywords, write relevant content around those keywords. Your content should prioritize the client’s experience and align with their search intent.

For example, if they’re looking for a personal injury firm in Chicago, a landing page on your company website that introduces your business is ideal. 

Other major types of content to write are: 

• Blog articles
• Case studies
• Newsletters
• Legal guides and tutorials

The needs of the client always come first; this is your opportunity to show that you can provide answers to their questions better than other personal injury firms.

Research specific client inquiries and pain points, as well as specific legal information that clients may search for. This allows you to tailor your content to these needs. Make this content local by including updates on state laws or statistics that affect residents (for example, the rising number of car accidents). 

Write content in a way that’s easy to understand (try for a Reading Level 8). Keep the legal jargon to a minimum and incorporate some specific examples, FAQs, or storytelling to relate to the client.

3. Optimize Content for SEO

It’s not enough to simply write and publish content; these have to be optimized for SEO to rank high on Google’s results page. Not only that but properly optimizing content prevents your site from being penalized or deindexed from the results page.

Optimizing content for SEO relies on a multitude of factors, such as naturally incorporating your primary keyword into your content. It also involves including internal and external links to boost authority and credibility.

Technical aspects like title tags, headings, and meta descriptions are crucial as well, as they give Google a clearer idea of what your content is about.

Remember to optimize your content for mobile users. More people search Google on phones and tablets than desktop computers. As a result, Google uses mobile-first indexing to determine the ranking of your site, so it’s crucial that your content is readable and responsive on mobile devices.

For more about how SEO works with personal injury law firms, here’s Jason again:

4. Create a Content Calendar

Now that you have your content, the next step is to create a schedule of when to post or share it. Creating a content calendar is a good way to organize your content strategy and keep clients engaged on a regular basis.

Your content calendar covers all the details of your content strategy, such as:

• Date and time to publish content
• What content to publish
• What platforms to publish on
• Future content/marketing ideas for lawyers
• Status of a content type (ex. Writing, Editing, Completed)

5. Conduct a Content Audit

Your content marketing strategy doesn’t end after publishing. One key to maintaining high rankings is checking if your content remains relevant and updating it over time. This can be done through conducting a content audit.

A content audit means going over every piece of content on your site. It allows opportunities for re-optimizing old content, updating outdated information, and removing low-performing content. You don't necessarily need to do this yourself. Programs like Ahrefs can flag issues like broken links or orphan pages.

When conducting a content audit, create a checklist of things to keep track of. This can include:

• Filling in content gaps
• Checking title tags, meta descriptions, and headings
• Fixing broken links
• Including missing alt texts
• Rewriting or removing underperforming pages
• Monitoring site metrics (Organic traffic, page views, time on page, and more. This can be done with Google Analytics.)

A content audit is necessary to maximize your content’s performance and keep it fresh and updated for new users. It also ensures that your content is organized, informative, and competitive.

FAQ: Content Marketing for Personal Injury Law Firms with a Fractional CMO

Here are six commonly asked questions about content marketing for personal injury firms:

Do Law Firms Need Marketing?

Yes, marketing is necessary for law firms to stand out from the competition. Marketing raises awareness of your brand, attracts new clients, and establishes yourself as a key player in the industry. 

• Tip: Find out how personal injury law firm marketing can help bring in new leads with Jason (one last time):

What Is the Difference Between a Fractional CMO and a CMO?

The main difference between a CMO and a fractional CMO is their working hours. A fractional CMO for professional services only works part-time or per project, while CMOs are full-time salaried employees. Fractional CMOs are more affordable but provide the same access to top-tier strategy.

What Does a Fractional CMO Do for Personal Injury Lawyers?

A fractional CMO takes care of all marketing initiatives for personal injury lawyers. It’s the FCMO’s job to help personal injury firms gain more traction and visibility online and with their target audience through various digital marketing methods. 

Content marketing for personal injury law firms is often combined with social media marketing, reputation management, website redesigns, and more. Having a C-suite-level executive by your side means someone coordinating all of these. 

Does SEO Work for Law Firms?

Yes, SEO helps law firms increase traffic and visibility to their website through content creation and local listings. SEO makes it easier for potential clients to find. One DAP client, Jacko Law Group, saw a 7.25X return on their SEO efforts, landing on page 1 across four different cities. 

How Often Should a Law Firm Post on Social Media?

The frequency of social media posts depends on what you want to achieve and your available resources and capacity. Posting once a week is a good start, but is just the beginning. The important thing is to follow a consistent posting schedule to maximize client engagement.

What Is the Average Rate for a Fractional CMO?

The average rate of a fractional CMO varies depending on several factors, like the hourly rate, the company’s budget, and marketing goals. It’s best to figure these details out beforehand to make the most of your budget. Unlike the typical full-time CMO rate, the typical fractional CMO hourly rate is around $200 to $400 an hour.

Get Started Today With Content Marketing for Personal Injury Law Firms and a Fractional CMO

With many law firms in the market, content that resonates with readers is one of the most effective ways to bring personal injury lawyers new leads.

Here at Digital Authority Partners, you can rely on our team of fractional CMOs and digital-first CMO consultants to grow your business through client-first content marketing services.

Send us a message to get started — We can’t wait to work with you!