Content Marketing for Law Firms: 10 Tips for Creating Engaging Content | Good2bSocial media

[Author: Noreen Fishman]

Content marketing for law firms is difficult. Unfortunately, fun, exciting, and engaging aren’t usually the first words people use to describe content in the legal industry. The content that most law firms publish often has a bad reputation for being boring and uninteresting. Many digital marketers will also be hesitant to work in the legal industry and avoid legal marketing projects because they find the work uninteresting and tedious. Nonetheless, any law firm looking to demonstrate its knowledge and experience to prospects and clients needs to create and publish engaging content.

Content marketing for law firms offers many opportunities for lawyers and law firms to develop unconventional and innovative ideas and strategies. Below are some tips for creating engaging and standout content for your law firm.

Content Marketing Tips for Law Firms

1. Create content that covers every stage of the customer journey

When creating engaging marketing content for your law firm, it’s important to know your audience. Rather than trying to appeal to a large number of online users, try to create content that directly relates to your target audience and where they are in the customer journey.

The customer journey consists of four phases: awareness, consideration, conversion and retention. To create content for each of these stages, you must first understand them. Check out this podcast on mapping your customer journey to learn how to best optimize content at every stage.

buying journey for law firms

2. Clarify your main point

Things like your title, meta description, URL, and intro should make the purpose of your content very clear. Titles and intros are a user’s first impression and your only chance to get them to click through and continue reading.

Don’t beat around the bush with stylistic choices when it comes to your intro and meta description. Grab their attention while simultaneously showing what you are going to discuss in this content.

And finally, make sure your headings and subheadings give readers a good idea of ​​what each section is about. Remember: readers are there because they want answers. Don’t lead them down a rabbit hole, unable to find the answer to their questions.

3. Shape content around your target audience’s pain points

Everything you create should have your target audience in mind. Start by creating an ideal customer profile, built with the demographics, interests, lifestyle, and attributes of your target audience. Next, identify your customer’s main issues/issues.

From there, you can come up with content that offers solutions to those issues and addresses the stress they’re feeling.

Check out this free guide to help you create an ideal client profile: A Law Firm’s Guide to Creating an Ideal Client Profile.

4. Use different formats to your advantage

There are many types of content you can submit such as blogs, e-books, and white papers. And even blogs on their own have a lot of subtypes like how-tos, lists, thoughts, and more.

Think about how much information it will take to sufficiently answer your target audience’s question or remedy their problem. If it’s something that will require a large amount of reading, consider creating an e-book. Or if it’s something you think can be communicated fairly quickly, create an easy-to-follow list.

Don’t waste your time downloading e-book length blogs when you could put this information in a chapter format and get a better response.

And finally, consider trying other types of content like webinars or videos to educate your audience while still being engaging. In our experience, many users prefer to learn about complex topics via audio and video content rather than getting lost in a long and complex blog post.

5. Create content that appeals to the human experience

Online users often react to engaging, emotional and/or controversial content. With that in mind, there are ways to create content that will truly resonate with your target audience. Educating your audience about current trends and developments within the law is one way to do this.

Marketers need to make sure their content is timely and relevant to their target audience. Think about ways to incorporate current affairs, popular culture, and trending topics into your content to grab your audience’s attention and pique their interest. Try to create relevant and interesting content for your audience. You want to make sure your content resonates with your audience and encourages engagement. Make sure your content is authentic and doesn’t sound too technical.

6. Use visuals/videos as needed

Readers today are much more eager to work on blog posts or longer pieces of content if they are filled with images, infographics, or videos. If you’re breaking down something with a lot of vocabulary, consider creating a colorful infographic to go along with it. If you want to expand on a topic, create a short explainer video on the topic with more information.

Above all, make the visuals attractive and entertaining. Stock images are good if needed, but creating your own content where you can will help make your writing more engaging.


infographics for law firms

7. Let go of passive knowledge

Often, law firms, in particular, can be guilty of producing passive content that only serves to inform and provides overly technical knowledge. This method might work for SEO but is not as effective for conversion. While creating content that works to inform can only reach audiences that are looking for that particular information, content that uses applied knowledge can attract more potential customers. Content based on applied knowledge not only informs but also helps the viewer understand the information. It should inspire, instruct, and help the reader take action on any issue or topic.

Using applied knowledge in your content marketing shows your audience that you understand them and their experience. The most important aspect here is not to bog down your client with overly technical or boring information. Instead, apply the information in a way that meets your customer’s needs and wants. It’s also a great opportunity to incorporate charts and infographics into your content to share numerical and technical data in a more accessible way. Delivering actionable knowledge empowers the customer to make informed decisions and builds confidence that your company is providing valuable expert information.

8. Use storytelling to your advantage

Just explaining legal terms can get quite boring. Amplify your content by including stories, examples, and metaphors to make it easy to understand. Not only does this help you further explain your points, but it also makes your writing fun to read.

9. Write in a casual tone – avoid legalese

Imagine if you read a blog from a chemist after Googling how baking powder works and it just explained the process in chemistry vocabulary without breaking it down? Although the terms may seem easy to understand to you, this is not always the case for the general public. Although readers are looking for information, they will click away too quickly if they find the blog difficult to understand.

Above all, try to write like you speak. Consider asking someone to read your writings who is not in the legal industry. Or try speaking out loud. If the words don’t come naturally out of the language and sound like everyday dialogue, it may be too formal for online readers.

10. Make it actionable

Sure, it’s nice to hear an explanation of legal terms or news, but what should readers do about it? Write in the secondcall to action for law firm blogs person so that it is clear what you want the reader to think or do. And don’t forget to put an easy-to-follow call-to-action at the end so your reader knows exactly what to do next.


Boring and uninteresting content can prevent you from attracting, securing and retaining new customers. Legal marketers can get creative by producing insightful and engaging content that captures prospects and customers at every stage of the buyer’s journey, appeals to human experience, and uses applied knowledge. This type of content has the potential to generate leads and raise awareness of the services provided by your law firm.

Do you need help with content marketing for law firms? Are you struggling to develop a cohesive content strategy that resonates with your target audience? We can help.

This post was edited and reposted on September 8, 2019.

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