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Basics of Law Firm Content Marketing

Content marketing is helpful for law firms who want to expand their audience and gain more clients. Learn more about the basics of content marketing for your law firm.
Caitlyn Blair

Popular Forms Of Legal Content Marketing

The popularity of content marketing continues to grow, and for a good reason. Content creation is a top priority for 80% of marketers, according to the State of Inbound report. Content marketing is so valuable because it helps answer your audience’s most pressing questions. Their trust will begin to grow when they feel like they are getting quality information from your firm. This can turn a potential client into an actual client, so it is an extremely effective way to generate leads.

Content marketing is now one of the most powerful marketing tools for lawyers, but it is a relatively new marketing tactic. Not long ago, the yellow pages, TV, billboards, and mailers were the main source of advertising for lawyers. Nowadays, 46.5% of users seeking legal services use online sources such as Yelp, Avvo.com, Lawyers.com, Google, and other online directories.

For your law firm, digital content marketing can potentially have a very high conversion rate. There are so many forms of legal content that your firm can create to boost your ranking and improve your visibility. Some of the most popular forms include:

  • Blogs

When you start writing your blogs, you might start with as many as two to four per week. This will get your website off the ground and attract more attention to your blog. If you do not have the time or the marketing budget for this frequency, you might start with once a week.

As a lawyer, your blogs must focus on your unique skills and showcase your abilities. If you keep quality content at the top of your list of priorities, weaving in keywords that boost your ranking should come naturally. There are many SEO tools that can help you out as well, including Google Search Console, Ahrefs, Moz, and more.

  • Podcasts

Because podcasts are an auditory medium, you might not think they would be a strong content marketing strategy, but Google has caught up with the rise in podcast popularity. 37% of Americans listen to podcasts every month, which is up 11% from 2018.

Thanks to this uptick in listeners, Google has launched its own podcast platform that prioritizes podcasts that adhere to SEO best practices. For that reason, podcasting can be an effective way for law firms to establish their brand, reach wider audiences, and become thought leaders in the industry.

  • e-Books

As content marketing has evolved, e-books have become more prominent, especially in the United States, where 23% of the population is estimated to have purchased an e-book last year. E-books are portable and convenient, so when potential clients are looking for more information about your firm and what you offer, they can do so on the go. You can utilize the power of e-books to showcase your firm’s skills, walk clients through what they can expect, gain media attention, and make complicated legal issues seem simple.


To see an example of a digital e-book, check out our beginner’s guide to SEO here.

  • Videos

Video marketing is a great way to improve your overall content marketing strategy. This is particularly true because Google prioritizes websites that display video content. Plus, it is one of the fastest-growing mediums. As a law firm, you can expect to greatly expand your audiences by tapping into this platform. You can use video to engage with potential clients, showcase your knowledge, and display a more personable side that deepens trust.

  • Webinars

The rise of remote work also came with a rise in the popularity of webinars. When conducted properly, webinars can be one of the most effective ways to engage with potential clients. Not only are they cost-effective, but they are a strong way to build brand awareness, trust, and credibility.

If you are not sure where to begin with your webinar, there is no need to be intimidated. A webinar is simply a live virtual event that your firm can hold using software like Demio, WebinarJam, and EverWebinar. The goal of your webinar should be to get your ideal client’s attention, give them valuable information, and communicate why you are the best firm for their needs. From there, you can select different topics for your webinar, some of which can be timely or newsworthy and some of which can be evergreen.


To learn more about how to create an effective webinar, check out our comprehensive guide here.

  • Social media posts

According to the American Bar Association (ABA) tech report, 81% of law firms stated that they have a social media presence. Perhaps unsurprisingly, LinkedIn is the most popular social network for lawyers. Lawyers can use LinkedIn as a way to relay information about their firm. It is also a great space to put your best foot forward in creating a professional profile.

Other popular social media platforms for lawyers include Facebook, Instagram, YouTube, and Twitter. You might also consider creating a profile on Avvo where users in your region will post legal questions. This platform allows you to offer advice to its users and encourage them to contact you. When posting on any social platform, remember to avoid posting legal information that should only be shared in a consultation.

  • Website pages

The importance of your website cannot be understated. Because most of your future clients will find you through a Google search, your website tends to be the first impression of your firm.

On a basic level, your law firm’s website should include a homepage, mission statement, lawyer biographies, practice area pages, blogs, and a contact page. It should be aesthetically pleasing, easy to navigate, and optimized for search engines. Creating your website is no small task, and consulting a team of professionals is advisable for the best result possible.

Not only is email marketing a cost-effective way to market your content, but it also yields high results. Your email newsletters don’t need to be time-consuming, as you can use them to link out to existing content you’ve already created. This draws more traffic to your other content and keeps your firm at the top of the minds of your database.

If you don’t have any content you’d like to link out to, focus on providing value in your newsletter. The more your audience finds themselves opening your newsletters, the more likely they will be to contact your firm when they need your services.

Benefits Of Content Marketing For Law Firms

With so many content forms to choose from, you might be wondering what the benefit of content marketing will be for your firm and why you should even bother with it. For one, content marketing costs 62% less than traditional advertising, and it can deliver three times more leads or traffic. It is a method that allows you to reach more potential clients at a much lower cost. In addition to being cost-effective, content marketing offers the following benefits for law firms:

  • Fostering strong relationships with your target audience

When you are creating quality content for your audience, you are answering important questions they have and helping them. Your potential clients may be going through a difficult situation and looking for counsel to help them.

If your content can offer genuine help and make them feel heard in their time of need, you will naturally build trust with your audience. Trustworthiness is one of the most important qualities for a lawyer because your clients want to feel assured that you have their best interests at heart when you represent them.

  • Heightened awareness about your firm

The key difference between content marketing and other forms of advertising is that content marketing focuses on selling your firm’s value rather than your products and services. Choosing a lawyer is a major decision, and your clients want to know they are making the right choice.

Before they can move forward with choosing your firm, they need to be aware that you exist. If your content marketing efforts are successful, your audience will recognize your existence and your value and move forward to seek your services.

  • Improves your ranking on search engines

This might be the most obvious reason to focus your efforts on content marketing. For law firms, SEO and content marketing go hand-in-hand. SEO tactics focus on improving your ranking on search engines to gain more exposure and clients.

The different forms of content marketing listed above can be used to boost your ranking, but the main focus for lawyers should always be to inform your future clients and establish your firm as a leader in the industry. This means that in addition to keyword research, quality is key. Think about what your clients and future clients will be searching for and how you can provide value to them.


From criminal defense law to family law, bankruptcy law, and beyond, every type of law firm can benefit from content marketing. Ready to learn more about the value that content marketing can bring to your future clients and your firm? Reach out to the marketing team at Scorpion.