Seven tips for creating video content for your law firm
Digital marketers commonly refer to the phrase “content is King”. We now pose the question, where does video sit in your digital content strategy?
“Content is King” was first coined by Bill Gates in an essay he wrote in 1996. Way back then, he said:
“When it comes to an interactive network such as the Internet, the definition of "content" becomes very wide. For example, computer software is a form of content-an extremely important one, and the one that for Microsoft will remain by far the most important.
But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.”
So, the original definition includes video content, hosted on your website, on your YouTube channel, in your social media accounts etc… In fact, digital marketing experts say video is one of the fastest growing content types already and predicted to continue to increase in terms of web traffic, engagement/interaction, sharing and purchasing.
So it’s time to get your law firm’s video content up and running and we’ve put together a few tips on where to start.
1. Select the style for your video
There are many different types of videos; “Hollywood” style productions, animations, whiteboard video, interviews, ad hoc/live videos.
Choose what type of video you are going to create first.
2. Select a topic that is interesting, informative or helpful to your potential clients
Not all your video content has to be about the law. But it does have to engage with your audience. It has to either be informative, educational and helpful or entertaining and interesting.
You might choose to do a series of videos about the areas of law you practice in – these will be “educational/informational”. You might also choose to do videos about your staff, or your community ventures or corporate social responsibility activities – these will be interesting or at times, entertaining.
3. Create an engaging title
Make sure your title is designed to either grab the attention of the viewer or inform the viewer what the video is about.
For example, you create a video on your staff volunteering their time at a local domestic violence shelter. You may be tempted to simply call this “Staff volunteering”. But it’s not particularly appealing and it could mean just about anything. You would be better of considering “XYZ & Co staff donate their time and experience to benefit victims of domestic violence”.
Likewise, if your video is a Family Law video about getting a divorce in Australia, you won’t get much attention from “Family Law Video #1”. You would be much better placed to use something along the lines of “How to get a divorce in Australia”.
4. Prepare your script before launching into your video creation
Once you’ve chosen your topic and your title (or you may choose to add your title later), your script should be researched to determine the primary points you want to address and to ensure the relevant keywords and key terms are included.
Ideally, your law firm video would be no longer than 1 minute, 30 seconds. In fact, a lot of data is now indicating videos of 15 seconds or less perform exceedingly well. In our view however, this is more so likely for a product (as opposed to a service) video where there is a positive emotional response to the video. It is more likely your law firm videos will be watched for educational and informational purposes.
However, given the “15 second ideology”, it’s extremely important that you convey the primary message of your video in both the title and the opening scenes.
Writing your script in bullet point format can be helpful to determine that you’ve covered all the major points you need to convey.
You can then go through your bullet points and put them in the best order (so the flow is correct) and make adjustments to the wording.
You can have a “call to action” at the end of your video but make sure it’s not too salesy. It should definitely include your logo/brand name, your website address and perhaps a phone number.
5. Just because you provide professional services, doesn’t mean you have to be boring
No-one wants to watch a boring video – no matter how informative you might think it is.
- Make sure the lighting is good;
- Use inspiring imagery;
- If you have voice-over, either use a professional or practice your own recording;
- If you have background music, make sure it’s aligned with your message and that it doesn’t drown out any voice over;
- Depending on the topic, you can have a little fun with it;
- Don’t be afraid to use content from, or including, your clients; perhaps in interview style.
6. Proof, edit, publish
- This one is super important. Proof your work.
- Check your script (for typos and grammar too because remember, you’re going to publish it as text also, for SEO purposes and for hearing impaired)
- Watch your video, carefully and thoroughly, before you publish it
- Make necessary edits; as frustrating as that may be
7. A few technical points when creating your video content
Make sure your final production is mobile friendly
As we know, more and more people every day, are accessing the internet via a mobile device. It’s imperative your video is mobile friendly.
Text scripts for SEO purposes and the hearing impaired
When uploading your video to YouTube or directly onto your website or any other platform, either include the full script or at the very least a text component with all the keywords and key terms and in plain English.
Video content will improve the success of your law firm’s digital marketing. It doesn’t have to be high-end, or high budget to be effective.
These tips are designed to get you started on your strategy for using video as another “content type” in your strategy.
Looking for assistance with any aspect of your digital marketing? We'd love to help.
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