Lauren Osborne is the Business Development Officer at TLD Law and has been with the company for about 2 years now. TLD Law is a full-service firm that will be celebrating its 60th year in business in 2021. Lauren works with the partners individually to develop their specific practice areas – they have a few different areas that they cover. Previously, Lauren worked with a CPA Firm for about 11 years before joining TLD Law. If you are interested in getting in contact with Lauren, you can email her at email@example.com
Different Strategies for Approaching B2B and B2C Content
In terms of B2B and B2C practice areas, there are definitely different strategies for the consumer side versus the business side. On the consumer side, they have to be more specific to make sure that people know what they are working on. On the business side of things, you want to target the client who is looking for the specific services that you are offering. Lauren tries to get very specific with her partners in this area to write specific content and make it clear what areas of specialty are offered.
Lauren uses SpyFu as an inexpensive way to search their website URL and see what keywords people are searching for and maybe finding your site. That is one way to cater to content development, but another thing that she does is go to Google Analytics and find out the top page that people are visiting on your website. She went into the blog post and linked to some newer material on their website and now the traffic has picked up even more.
Should Attorneys Be Writing Content on Their Website?
Lauren has found that her specialty is not in writing content, so she has found that it is helpful to get the attorneys that are writers or may be more inclined to business development activities. For those that may not be writing, she will work with a writer that will then give that attorney a call or interview him on a topic that he has selected or is interested in and they will have that article done in a day in some cases. It is a combination of attorneys writing articles and an outside writer. Outside writers bill at a much lower rate than attorneys do and they are much more reliable in getting the content out.
If clients are asking questions, then other people have those same questions as well. In-house professionals wear a lot of hats, so she did get a lot of pushback. When they saw how easy the process was to work with a writer and how cost-effective it was, that changed the conversation. The accountability factor is key.
Metrics to Measure Content Effectiveness
Lauren has noticed that when new content is being posted, numbers on Google Analytics sky-rocket. Obviously, it will send a lot of traffic to the website. She is just looking at how many people are landing on specific parts of the website and trying to focus on those pages and practice areas that are getting a lot of hits. If she is getting results in one specific practice area, she might go back and just focus on creating more content in that area because it is working.
Another thing that Lauren does when she is searching for topics to write about is going to Google and begin typing in questions and it will populate the rest of the question and give you examples of questions that other people are asking. Oftentimes they will answer those questions in a blog article and you are helping people that have those questions and may not have found the answer they were looking for. One resource that Lauren uses quite a bit is Neal Patel. She watches all the videos that he sends out regularly and has found a lot of value in his information. Whenever he sends out a new tip or trick to try out, she puts it to work on their website.