Within a digital marketing campaign for a law firm, the more engaging a piece of content is, the greater its impact and thus the more positive the effect it has in terms of building credibility, authority, and rankings on Google. There is a sliding scale of online content in the minds of those who consume it, and this is often based on the perceived effort required to create it.
For example, if those online were asked what they regard as having the most value, a 30-minute video or a two-line post on Facebook, undoubtedly the former would win. Similarly, for an audio recording or an article, in most cases, the audio would win. What we are trying to point to is the fact that there are forms of content and media that have a greater perceived value amongst your online audience.
A further point is that media such as audio and video does not require that much more preparation, research, effort, and resources to create than a blog post, for example. Even with them requiring that bit more, the returns in terms of building loyalty and rankings make them extremely worthwhile.
One popular content type is a podcast, which is simply an audio recording that is published online. You can create multiple podcast episodes which soon build to become an impressive and highly respected online asset for your law firm. There is no need for expensive audio equipment, they can be recorded at home or in the office, created in advance and scheduled for broadcast. If you are thinking of creating a podcast for your law firm, here are seven steps you should follow.
Determine Your Angle: Decide what legal niche or angle your podcast will have. Options include interview format, Q &A, focusing on narrow/broad subjects, or mixing it up with all the options. Whatever you choose, make it as unique as possible.