Kayla Davis

The discussion on the Managed Partners podcast focused on frequently asked questions about content strategy for law firms. Key points included the importance of budgeting $1,000 monthly for content, emphasizing quality over quantity, and aiming for 700-1500 words per piece. They stressed the need for thorough keyword research using Google’s autofill and related searches. Tools like Screaming Frog and Google Analytics were recommended for website audits. The conversation also highlighted the importance of patience in SEO, with progress measured through keyword rankings and traffic trends, rather than immediate phone call conversions.

Action Items

• Conduct a forensic website audit to identify technical and content issues.
• Set up Google Analytics, Google Tag Manager, and Google Search Console to track website performance.
• Analyze competitor websites to inform the site structure and content strategy.
• Focus on building a “pillar-cluster” model for the website architecture to allow for future growth.
• Avoid pigeonholing the website for a specific location or service and keep future expansion in mind.

Outline

1. Frequently Asked Questions About Content Strategy for Law Firms
   • Kevin Daisey introduces the episode and the purpose of the Tactical Tuesdays series, which focuses on digital marketing for law firms.
   • Kevin Daisey welcomes Kayla Davis, who runs the content department at Rae Digital, to discuss frequently asked questions about content strategy.
   • Kayla Davis emphasizes the importance of content quality over quantity and the need for well-researched, high-quality content.
   • Kevin Daisey and Kayla Davis discuss the importance of understanding user needs and using terminology that potential clients are familiar with.
2. Budgeting for Content and Content Frequency
   • Kevin Daisey asks about the optimal monthly budget for content, and Kayla Davis suggests a minimum of $1,000 for small law firms to gain visibility.
   • Kayla Davis explains the importance of quality over quantity, suggesting that a few high-quality pieces are better than many low-quality ones.
   • Kevin Daisey shares their experience with paying writers by the word and switching to a unit system to account for competition and keyword difficulty.
   • Kayla Davis advises setting a specific content cadence and using Google Analytics and Search Console to measure the effectiveness of content.
3. Researching Content Topics and Tools
   • Kayla Davis explains the importance of understanding what people are searching for using Google’s autofill feature and the “People Also Ask” section.
   • Kayla Davis suggests looking at competitors’ content to understand what works and avoiding copying exactly what they do.
   • Kayla Davis mentions using tools like Ahrefs, Moz, and SEMrush to analyze keyword difficulty, search volume, and position.
   • Kevin Daisey and Kayla Davis discuss the importance of having a plan and strategy for content creation and the role of social media in content distribution.
4. Content Length and Structure
   • Kayla Davis recommends content pieces of at least 700 words, with a maximum of 2500 words to maintain user engagement.
   • Kayla Davis suggests using FAQ accordions and embedding videos to provide additional information without overwhelming the reader.
   • Kevin Daisey emphasizes the importance of making content helpful and easy to read, using bullet points and numbered lists.
   • Kayla Davis advises using Google tools like Analytics, Tag Manager, and Search Console to measure the effectiveness of content and make informed decisions.
5. Measuring Content Success and Patience
   • Kayla Davis explains that measuring content success involves tracking keyword acquisition and position changes over time.
   • Kayla Davis advises against equating success solely with phone calls and to consider seasonality and long-term trends.
   • Kayla Davis emphasizes the importance of patience and trusting the process, as SEO results can take time to show.
   • Kevin Daisey shares examples of quick SEO wins and the importance of having a well-researched and strategic approach.
6. Future Growth and Structure
   • Kayla Davis advises setting up a website with a pillar cluster model to allow for future growth and expansion.
   • Kayla Davis explains the importance of having a clear site structure with pillar pages, location pages, and blog pages linked appropriately.
   • Kevin Daisey and Kayla Davis discuss the importance of thinking about future plans and not limiting the website to current needs.
   • Kayla Davis emphasizes the need to keep future growth in mind and avoid pigeonholing the website with overly specific content.
7. Content Repurposing and Additional Uses
   • Kevin Daisey and Kayla Davis discuss the various ways content can be repurposed, such as for LinkedIn, newsletters, and lead magnets.
   • Kevin Daisey emphasizes the importance of creating content that can be used in multiple formats and for different purposes.
   • Kayla Davis suggests using content to educate clients and provide additional value beyond the initial publication.
   • Kevin Daisey and Kayla Davis highlight the unlimited potential of content and the importance of having a strategic approach to its creation and distribution.
8. Final Thoughts and Encouragement
   • Kayla Davis encourages attorneys to take away a few key tips and start implementing them in their content strategy.
   • Kayla Davis advises reaching out for help if needed and emphasizes the importance of well-researched, high-quality content.
   • Kevin Daisey reiterates the importance of content in marketing and the need for law firms to invest in organic SEO.
   • Kevin Daisey and Kayla Davis conclude the episode by inviting listeners to reach out with questions and to tune in for future episodes.