There is so much your law firm can do to take advantage of current events that relate to one of your practice areas. If you're not taking advantage of breaking news, then you are missing out on a highly valuable SEO and conversion tool.
What Makes an Effective Breaking News Campaign?
Maybe you think you're already taking advantage of news events. After all, you often blog or write news articles about accidents or events in your area. This is a good start, and it can't hurt the success of your attorney web marketing plan. But it sure doesn't help a lot.
To truly take advantage of breaking news—think big events that are getting national attention—our attorney SEO team suggests that you create all of the following content:
- At least one high-quality video
- Multiple blog posts spread out over a week
- A landing page for news-related traffic
- A recap of the event in the form of a news article
- A press release
- Effective news coverage and commentary through social media
Timing Is Everything When Taking Advantage of Current Events
As you can see, launching an effective breaking news campaign takes a lot of work. To make things more complicated, breaking news must be breaking. It should be a brand-spanking-new, not a story you found online from last month. As soon as you see the news—we suggest signing up for Google alerts and checking in on the TMZ website—you must spring into action and put your standing breaking news plan into action immediately.
This means that you need to not only have a plan of action, but that you need to be ready to shoot video, write a ton of quality content, and launch an effective social media campaign. Are you ready to strike when the iron is hot? Are you ready to strike before your competitors do? Are you ready to strike before some other attorney is being interviewed by Anderson Cooper?
If not, or if you don't feel you have the time or skill to do the job right, consider calling our video services and SEO team at 888.886.0939. We can keep an eye on breaking news for you and, when a hot story pops up, spring into action to deliver the video and written content you need within 48 hours.