The Importance of Content Diversity for Paid Marketing

In the digital space, capturing your audience’s attention is extremely important, especially if the goal is to gain a new client for your law firm. Paid marketing – PPC, SEO, paid social media ads – can be effective in your business goals but only if you’re able to reach your target audience with the right content for them. 

Keep It Fresh

At the end of every year, the internet will be sprawled with digital marketing trends for the following year. Take advantage of year-end trend posts to help you with your content for the following year. Do a little research on your competitors throughout the year and take notice of what they have been posting on social media, what their search ads look like, and if you’ve seen image ads pop though on apps and other websites. If their content looks similar to yours, consider switching it up a bit and adding something to your ads that really make you stand out. 

Increase Engagement with Content Diversity

A good way to start improving your content engagement is to look back at your previous ads, posts, and even web content and take note of clicks, comments, shares, and conversions. Your content for paid marketing campaigns may need a creative overhaul.

Branding and Storytelling

Paid marketing on the search engines helps to tell the story of your law firm. Is your firm trying to get new clients for a specific practice? Consider highlighting a recent client win. There are times where your target audience is going through a major life situation or extreme trauma. By offering relatable content that is trustworthy and understanding, you’ll increase the chances of higher engagement and even conversions.

Extend Your Reach

We live in a digital world where visuals speak volumes. Consider creating short videos that include a variety of content. Video testimonials, video explainer videos, and short practice area videos are all great ideas to expand your content to reach more people. If you’re new into the marketing world and aren’t ready to get into video content, think about infographics for content. Change it up on your sponsored social media posts and your image ads on Google. 

Diverse Targeting

Paid marketing has come a long way when being able to choose your target audience for your paid marketing campaigns. You can choose, based on relevancy to your content, audiences that fall into certain age groups, job titles, industries, interests, and so much more. If one audience doesn’t seem to be working as you would like, make some changes for the next cycle of your campaign. See who engaged with your content last month and make some tweaks for your campaign this month.

Put These Ideas Into Practice

We’ve given you some great ideas on how to create diverse content that will help with increasing engagement and sparking the interests of your target audience. Now what do you do with all of these ideas?

Experiment

As briefly stated earlier – you’ll need to see what works and what doesn’t with your content and your target audience. If you find that a specific content type works better than another, roll with that. As digital trends change, your content should too. 

Review Your Results

At the end of every month, review the results of your marketing campaigns. The longer you are running your diverse content, the more you will be able to compare and contrast the results. If something isn’t getting you the results you’re looking for, create something new, change the audience, or tweak your ad copy. The smallest change can make the biggest difference in capturing that attention of your target audience.

At the end of the day, you’ll decide which types of content suits your firm the best. If you need a little push to get you started, our content and marketing teams are here to help you in any way we can. Contact us today for a quote to get started.