How to do legal content marketing for law firms?

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The legal industry is one that has historically been behind-the-curve when it comes to the use of content marketing. While the rest of the world has been busy innovating through blogging, social media and other forms of digital media, law firms have lagged behind. However, this is beginning to change as more and more lawyers realize that legal content marketing can be a powerful tool for their practice. In this article, we’ll discuss why law firms should be using content marketing and what makes it unique among other industries.

Law firms have a unique need for legal content marketing that is both educational and authoritative.

You may be a lawyer, but you know that your clients don’t always have time to read through the hundreds (or thousands) of pages of legal contracts and briefs. That’s where content marketing comes in. Content marketing can help law firms educate their clients about their services, explain complex topics in layman’s terms, and guide them through the process of hiring a lawyer.

Content marketing is not just SEO— it’s also about creating an authoritative voice that is educational and helpful to your audience. Law firms have a unique need for this kind of content because they’re serving businesses with specific needs rather than general consumers who are looking for entertainment or information on how to do something new with their lives.

Advocacy for the client

The next step is advocacy. You’re not just some lawyer on the other side of the table; you’re an expert in your field, a trusted source of information and inspiration. In this day and age, everyone needs legal help at some point or another, so it’s important that you can be available all day every day—even when no one else is open for business. Your clients will appreciate this kind of flexibility, especially if they work long hours themselves (as many do).

Places to Post

In addition to the management of your website, you should also post content on social media and create a blog. You can use Facebook, Twitter, LinkedIn and other social media platforms to share information about your practice area or expertise.

You can publish articles on websites that are relevant to your audience’s needs. Some law firms have their own blogs where they can publish their articles; others write guest blog posts for other sites in their niche.

You should also consider writing an ebook or white paper if you have time and resources available for it. These are valuable pieces of content because they’re lengthy enough that people will feel like they’re getting something substantial out of them—but not so long that most readers won’t finish reading them!

The best way for lawyers who aren’t already well-known as thought leaders is probably through podcasts (audio/video) instead of ebooks or white papers since these mediums are more accessible than written documents while still being just as useful content-wise

Thought leadership

Thought leadership is a marketing strategy to position your firm as an expert in a particular field. It can be used to build credibility and authority, attract clients and talent, expand your client base and increase revenue.

It’s important for law firms to create content that educates their audience on relevant industry issues, trends or technologies. Creating thought-provoking content will help you stand out from the crowd and establish yourself as an industry leader, making it easier for you to generate leads through referral sources or word-of-mouth advertising.

Diversify your content offerings

As an attorney, you’re probably used to writing briefs and preparing for court appearances. But to stay relevant in the digital age, you need to think beyond traditional forms of content and expand your offerings.

Newer formats can help you connect with clients in different ways than blogs and newsletters do. For example:

  • Use case studies: If you’ve handled a client’s case that’s worth sharing with others, write up a brief synopsis of how it went down and post it on your website. This could also be an opportunity for you to strike up some business over email by following up with interested parties after they’ve read through the case study; just don’t get too aggressive! You don’t want them thinking that every time they open an email from you there’ll be another sales pitch waiting inside.
  • Release podcasts or video interviews: If people enjoy listening or watching videos more than reading articles (which is totally understandable), offer them that option by recording podcasts or video interviews instead of publishing written content only.
  • Get active on social media platforms such as Facebook, Twitter, Instagram and LinkedIn – but do it smartly! There are many reasons why lawyers should use social media including building brand awareness among potential new clients as well as enhancing existing relationships through increased engagement levels which leads directly back into referrals via word-of-mouth marketing campaigns which translates into higher revenues overall due primarily because word travels fast online especially when good things happen like having someone recommend us out loud rather than silently through their fingers typing away at their computers all day long every single day until their fingers become raw from typing so much about nothing important whatsoever except maybe one day something happens involving those who matter most which might then lead back again around full circle yet again–“

SEO success

Make sure you are using the right keywords in your site titles, subheadings, and content. Include keywords that you want to rank for in the headline at the beginning of a blog post or page.

Use relevant images on your site to help people find you when they search for pictures related to your company or industry. For example, if you are a law firm then use images of famous landmarks or courtroom scenes whenever possible to help visitors learn more about what you do as well as attract potential new clients with specific needs (e.g., DUI lawyer).

Include links within posts back to other useful articles on your website so readers can easily navigate around without leaving their current page. This also helps Google know what type of content belongs together on one topic with similar themes.”

Legal content marketing requires special care to be successful.

Legal content marketing is a complex and nuanced process. There are many things to consider, such as differentiating yourself from competitors, being authoritative, educating your audience and having a clear call to action. It’s also important that you use industry specific keywords in your posts so that Google finds them when people search for them.

Another factor is using images and videos when possible. Since images are more likely to be shared on social media platforms like Twitter or Facebook, they can help spread the reach of your legal blog posts even further than just through traditional sharing methods like email or word of mouth as well as boosting engagement rates on Instagram or YouTube videos by adding links back into their descriptions.


We know that legal content marketing can be a challenge for law firms, but we hope this article has given you some ideas about how to approach it. Content marketing is an important part of any professional services firm’s overall digital strategy, and it will help you stand out from competitors who aren’t creating their own content. If you need help developing your legal content marketing strategy or launching a new website design, feel free to contact us. We would love to work with you!

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