Content Ideas for Law Firm Marketing

It can be hard to know where to start when it comes to developing content for an attorney marketing strategy. Content may refer to any type of written material, including landing pages, website content, blogs, articles, press releases, social media posts, and even video scripts and headlines. Providing relevant and well-written content is a great way to offer potential clients something unique and valuable, setting apart one legal practice from another.

However, with any kind of content creation, it can be easy to hit a wall or feel like you’ve already exhausted your imagination in regard to the content you offer. If you have found yourself struggling to imagine or create engaging content for your law firm, it may help to think about what category a piece of content falls into. It’s a good idea for an attorney to offer content in more than one category, displaying the range of their expertise, authority, and even personality to potential clients.

The following categories may serve as a helpful jumping-off point for attorney content creation:

• Broad-focus: A piece of content that falls into the broad-focus category will likely contain overviews of relevant topics. Rather than delving into specific questions with detailed answers, a broad-focus piece might discuss an attorney’s practice area as a whole in order to give potential clients an idea of whether or not they are in the right place. A broad-focus piece may answer big questions in simple terms, such as what types of cases a particular attorney takes, or how much it costs to hire an attorney. Even something as simple and basic as an overview of commonly used legal jargon could be a useful piece of content in the broad-focus category. Providing broad-focus content is a good way to show potential clients that you are aware of their big questions and overall needs.
• Narrow-focus: As important as it is to offer broad-focus content, the narrow-focus content is likely to be what will set apart your marketing strategy from that of other law firms. This is where an attorney may choose to write a piece answering some practice area specific questions, or even delve into what someone can expect from a specific type of case. Narrow-focus content offers a great opportunity for SEO optimization; blogs, articles, and other content can be phrased as an answer to specific questions people seach for in Google. If an attorney has a particular skill set that another attorney in the field does not, this could be a great topic for a narrow-focus piece. Similarly, if there is a highly specific type of case an attorney enjoys or has particular experience working on, these can be discussed in a narrow-focus piece. Narrow-focus content is a great way to show potential clients that you respect their intelligence, are tuned into their specific needs, and is also a great way to show off your authority in the field.
• Personal-focus: Personal-focus content will inherently be unique from one attorney to another, and is a great way to build trust with current and potential clients. Some examples of personal-focused content could be an interview conducted with an attorney, or a short article written by an attorney about how they found their way to law and why they chose to stay. Giving current and potential clients a way to feel like they are getting to know an attorney on a personal level is a great way to build an impression of trust and openness.

To learn more about law firm marketing, reach out to AskTheLawyers™.