Host: Alex Valencia, WDW
What marketing strategies are you applying to your content? In this webinar, Alex Valencia, owner of We Do Web, lets you in on a few of the strategies and processes for content marketing.
You are the one building your customers’ journey. Make sure you know who you are targeting and what they want to know.
Transcript:
Alex Valencia:
Thank you for attending and watching another episode of We Do Web Content’s webinars and tips for marketing your law firm through content marketing. Today we’re going to be talking about your content marketing plan working for you.
I got an interesting email from Ryan Dice this morning on stopping all blogging and seeing what happens. There was a great and interesting post by Buffer that did a test on why they were going to discontinue blogging for about a month or two and see what the results are. You’ll learn more in this presentation about why they did it and how it can be useful to you—saving you time and increasing engagement with your current content.
So today we’re talking about, “Is Your Content Marketing Plan Working for You?” This topic was inspired by Pam Neely, who wrote 12 Signs You’re Wasting Your Time in Content Marketing. She had a great post through Scoop.It, and I had my staff look into it immediately and say, “Okay, how can we target this to attorneys?” Because we write so much content for attorneys and have been writing for years. A few of the additional options we’ve given our attorneys include email marketing, automation sequences, and ways of converting the traffic you’re already getting on your website.
So let’s begin. Is your content marketing working for you? Stop wasting your time on content marketing. That might sound strange coming from a content marketing company, but let’s ask ourselves some questions: “Can I track and measure my results? How many times am I reusing my content? Is my social media syndication automated? Am I using Facebook or Twitter ads to promote my content? Am I using email marketing and automating it? Do I share content besides my own? Am I regularly testing my content’s performance? Have I created a persona for my ideal clients?”
These are the kinds of questions that help shape a content marketing plan. For example, creating client personas helps you better target and connect with your audience. It’s also vital to have a central database—whether that’s a CMS, spreadsheet, or project management system—to organize your content effectively.
Tracking and measuring results: if you’re not using tools like Google Analytics, Omniture, or similar for tracking your website and email performance, you’re missing out. For email campaigns, platforms like Infusionsoft, Constant Contact, or MailChimp are key for tracking opens, clicks, and engagement.
Reusing your content: once you’ve created great content, repurpose it. Turn blog posts into ebooks, guides, infographics, or social media snippets. You can even bundle related posts into long-form articles or downloadable resources to generate leads.
Automating social media syndication: tools like Hootsuite or Jetpack make it easier to maintain a consistent posting schedule. While automation helps distribute your content efficiently, real engagement—liking, replying, and commenting—should be done personally when possible.
Email marketing automation: connect your website forms to email marketing sequences. Set up drip campaigns or triggered emails to follow up after key actions. For law firms, this can include onboarding sequences or updates for newly retained clients.
Sharing others’ content: build relationships with peers and influencers by curating and sharing their posts. Engage genuinely—comment, compliment, and contribute to the conversation. This builds credibility and helps expand your audience reach.
Regularly test your content performance: review your analytics often. Refresh or combine top-performing posts, add new calls to action, or improve layouts to boost conversions and engagement.
Develop personas: understand who your readers are—those looking for information versus those ready to hire. Tailor your content to match their stage in the buyer’s journey, from informational blogs to conversion-focused landing pages.
Develop a client journey: once you know your ideal audience, design a journey with clear next steps. Use calls to action like free consultations, ebooks, or newsletters to nurture and convert your visitors.
Define a clear content strategy: organize your website content in logical silos and ensure navigation supports user experience and SEO. Centralize your content inventory to avoid duplication and make future updates easier.
Finally, measure your success and adjust as needed. If you’re not confident in your plan, let We Do Web Content help you refine and execute a strategy that delivers results.
Contact: info@wedowebcontent.com or call 954-466-2818.
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Alex Valencia is an influential entrepreneur, marketer, speaker, podcaster, and CEO of We Do Web Content, one of Inc. 5000’s fastest-growing businesses in America. His agency implements game-changing content marketing strategies and produces top-ranking web content for law firms, medical professionals, and small businesses nationwide.