Quality Content Equals Business Growth

Content is the make-it-or-break-it element of any online marketing campaign. If readers find your content relevant, they’ll contact you and tell their friends where they found you. The following are brief discussions of strategies that could help you develop content for your Inbound Marketing campaign.

BLOG Content Strategies

  1. Answer a Question

Think about the questions you had when you were starting your career, questions about current events in your industry, or questions about the impact of recent court decisions or law interpretations.

Once you have the question, write a blog giving the answer.

Anticipating and answering your audience’s questions can help you earn their trust and improve your search engine results.

  1. Compare and Contrast Solutions to a Problem

If you are an expert in your niche, you can share your expert opinion and simultaneously help readers who want to make informed decisions.

When writing compare-and-contrast blog posts, be as open and transparent as possible. List all the potential positives and negatives you can think of.

  1. Teach Something

If you want to use your blog as a teaching tool, there are a few things you’ll want to think about.
As you choose a topic, it’s wise to start small.

Use short sentences and paragraphs and create a clear structure. This will make your instructions easier to follow. Avoid jargon and technical terms, and your directions should be easy so don’t skip steps or offer shortcuts.

  1. Daily, Monthly, or Weekly Series

A series will usually run for a set period. You can publish the series daily or on a selected day every week or month.

I worked with a Real Estate lawyer that hosted a Podcast series with bi-monthly episodes, with each episode being 15 – 20 minutes long. His goal was to provide content that could be easily listened to during an average drive to work, to lunch, or to see a client.

  1. Always Keep Your Eye on Your Target Audiences

Make your audience members feel like they’ve discovered a valuable source, and they’ll turn into your own “Brand Deputies” who encourage others to check out your website and content posts.

  1. Celebrate Wins

Remember to celebrate the big wins and the little success stories. Bring these to life with images, videos, and design.

PODCAST Content Strategies

  1. Thought Leadership

This content centers on your professional experience. Be sure to include case studies and real-life scenarios. Offer insights for a range of listeners and share advice that you think your listeners could apply themselves.

  1. Interview Influencers

Don’t just go for the biggest names. Instead, choose interesting guests who can offer value to your listeners.

The Real Estate lawyer that hosted a podcast often interviewed government officials who worked in City code enforcement or various aspects of the construction permit approval process. They provided very valuable tips for listeners that were builders, property developers, and various construction contractors.

Be sure to research your guests and ask original questions.

  1. Discuss Trends

Trends provide great content for podcasts. Whether discussing a long-term trend or the latest fad, this is a smart context to show how your products are relevant to what’s new.

SOCIAL MEDIA Content Strategies

  1. Relevant Industry News

There are many benefits to sharing relevant industry content and news on your pages.

First, it keeps your audience engaged and informed on the latest news and topics. This is a great way to help listeners stay up to date on trends, insights, and perspectives. Second, it can ensure that you’re always engaging with your audience.

Including related content in your calendar can make content planning easier and free up time to work on high-value campaigns.

  1. Educational Content

Perhaps there’s a common problem your customers face that a simple “how-to” video can solve, or maybe there’s a topic area that’s relevant to your industry that you can write a blog post about.

By creating educational content, you position your brand as a valuable resource that your audience can rely on when they are looking for new information. Keep in mind that most consumers prefer to watch short-form videos when learning.

  1. Participate in Trends

Social media platforms tend to prioritize trending content, which can increase the likelihood of your content being seen and shared. Show your target prospects that your brand is relevant and has a pulse on what’s going on in the world.

  1. Share Testimonials

A positive testimonial can be very influential on a prospective client’s decision on who to hire. Posting customer reviews will build trust with your prospects, and help to humanize your brand.

By featuring real people and their experiences, you’re able to show, not just tell, your audience how you helped a client.


  • Who you’re speaking to.
  • How you want to speak to them.
  • Where to find them.

After all, you’re creating content for them.

Develop content that is most easily consumed by your prospects.

There’s no need to over-extend your resources and try to post everything everywhere and on every platform. Know your limits. it’s better to do a great job on just a couple or three platforms.

These are just a few things involved in operating a successful Inbound Marketing campaign. Other aspects of this process include knowing:

  • The audience of each social media platform.
  • What’s necessary for your content to elevate your SEO rank.
  • How to use meta descriptions and other teasers to attract viewers.
  • How best to apply AI to develop quality content.
  • How to identify and apply relevant data to analyze the results of your campaign.

The content you post is a key factor in getting people to discover your business, it brings new visitors to your site, and ultimately generates revenue for your company.

About the Author

Mike Kneffel is the founder of the 2XL Company, a full-service marketing company specializing in the legal industry. Mike began his marketing career at a global advertising agency where he provided strategic planning and direction for clients in the retail, service, and manufacturing industries. He leverages his experience and expertise in identifying and engaging prospects to help law firms and lawyers build their brands and create new streams of revenue.

To learn more about this topic and other social media marketing strategies please email Mike Kneffel at mike@2XLcompany.com, or feel free to call him at 248-818-0007.

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