\Content marketing is very important when it comes to promoting interest in a law firm and its services. Having said that, if you’re a lawyer in a firm, your time can be spent more profitably doing other things. The obvious solution is to hire someone to handle content marketing, but this can’t be just anyone. The right content marketer can subtly and tastefully attract the right kind of attention to your law firm; the wrong one can do just the opposite. Here are a few criteria to use when setting out to hire a content marketer.
Traditional skills
It’s a given that a content marketer is able to write well. You definitely don’t want to scare off potential clients with website and social media content that’s full of grammar and spelling errors. Beyond that, however, the content marketer must have a flair for communication itself. You want someone who can tell stories, not just regurgitate information.
Ask for writing samples when you interview candidates; the person you want will enjoy writing and be happy to provide them. Knowledge of the legal jargon, the ability to do fast and effective research and an interest in the legal process itself are all must-have qualities as well.
Internet skills
There is a great deal of software on the market that allows content marketers to turn information on the Internet into solid leads. Ask your candidates what tools they have used in the past to get a sense of how much they know about data-mining and lead-generation apps. Furthermore, when it comes to getting your law firm ranked near the top of search results, SEO is the name of the game, and your content marketer has to know how to play it. Do they follow SEO best practices? Do they even know what that means? Make sure you find out!
Soft skills
There are many social media platforms these days, and a content marketer has to choose how they will present your law firm on them in a way that will attract the right kind of attention. Doing this requires creativity, tenacity, and adaptability. What’s more, while your content-marketer may not even have an office on-site, he or she needs to know how to work with a team because this is critical when it comes to them learning about your firm’s services.
Look for someone who doesn’t think they know everything already and is ready to listen to ideas. Avoid content marketers who try to show off how much they know about the Internet by throwing around jargon that the layman doesn’t understand.
Finally, you can’t predict much about how the Internet will evolve other than it will. That means, effective content marketing is going to look different in the near future than it does today, and you need a content marketer who can roll with the changes. Look for someone who is enthusiastic and curious about communications and marketing in the digital age.
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