Peter Boyd, a Florida attorney who founded Paperstreet. He has helped more than 1,500 law firms with their websites, content and marketing.
Law firms face many challenges with their content marketing campaigns. Avoiding clutter, measuring ROI, and integrating it with other marketing strategies can all be difficult. But many marketing insiders find it consistently challenging to create consistently high-quality compelling content.
Whether you hire a staff member to take on the job or work with freelance writers, you want to find the best available content writer for your field, either on your own or through a marketing agency. So how do you get started? A quick search online will provide you with a mountain of resumes from candidates announcing as experienced content writers. Here are some tips to help you find gems in the rubble.
Start by evaluating your needs and goals
The first step is to figure out what you are looking for and how often you need it. Do you want an author to create a consistent content or someone who can take action based on need? Authors often make cash transactions for security, so if you can offer your content writer a guaranteed number of regular assignments, you can probably secure a lower rate per assignment.
You need to determine the level of skill you need from a writer. If you practice personal injury law, you may be able to work with a writer with a general background who can research what they need to know from the internet. On the other hand, if you are working on a concept in an area of law that many misunderstand, such as trust, you may want a content writer with a background in law or finance who can create accurate, informative content on the subject.
Create your ideal candidate. Think about experience, talent and availability. Then figure out how you can scale your qualifications to fit your budget. You might start by a lawyer with a law degree who has practiced law for 20 years before retiring and now spends all day sitting on a laptop playing solitaire waiting for a freelance assignment to arrive. You may realize that you can be a paralegal or an experienced legal content writer who can turn over assignments within a week.
Balance your needs with your budget
Create a realistic budget. This is easier said than done because the information about the cost of content varies greatly. You can start with a random trial budget and see what you get in that price range.
Note that some features are intentional, others thematic. Accuracy is essential. Writing style, on the other hand, is a personal choice. You may want your content to be down-to-earth to appeal to specific clients. Or you can ask for a more formal tone or even scholarly approach to give potential clients an idea of why they really need a lawyer if they want to make some progress in their case.
Find out the author’s policy on rewriting. Some will rewrite the copy once without additional charge while others will charge a fee for each change. Even the best writers can take the time to adjust to your preferred style, so you need to plan accordingly.
Experiment with the search process
Create a description that explains what you are looking for and the features you want from your author Then it’s time to look for candidates. You can post your details on generic author sites like Problogger, Upwork, and Fiber, but be aware that these sites are popular and you can get bogged down with apps.
Many firms find that taking a tip from headhunting firms and searching online for legal content writers works best. Professional sites like LinkedIn can be a great place to search. If you find writers who meet your criteria, try contacting them directly. After all, most of the best writers are already involved in writing projects instead of looking for work. The ones you want to find.
When you connect with an author who seems promising, try one or two assignments before entering into a long commitment. The more guidelines you can provide about what you want, the easier it will be for your writer to meet your expectations.
Consider outsourcing your search
If this sounds like a lot of work, you’ve got an initial idea of how challenging it can be to find the best writers for your content marketing campaign. Many law firms work with legal marketers who have already invested considerable resources in finding the best content writers. While working with a professional legal marketing firm, the cost can add up a bit, saving time and frustration may be worth the investment.