Content marketing is the process of creating and sharing valuable and consistent content to attract a target audience. As opposed to traditional advertising, content marketing the art of getting a clear message to the audience without selling.

Content marketing for law firms should focus on creating client-centred content that helps the prospects solve their problems. It’s being a client’s advocate, helping them navigate through tough moments, and becoming their trusted guide.

Content marketing lets organizations prepare and schedule for accurate and cost-effective website traffic streams and fresh leads. This content is shared and distributed in a way that builds and promotes your law firm. As with any marketing strategy, the goal is to grow your business.

Importance of content marketing for lawyers

Content marketing is important, not only because it works for building trust, creating leads, and fostering customer engagement, but because it has become the new standard from the user side. Any lawyer who wishes to draw buyers online should combine blogs and other publications into their approach.

The production of original material such as blogs or white papers includes content marketing for lawyers. In a way that builds and supports the law practise, this material is shared and circulated. The aim, as with any marketing plan, is to grow your business.

Online Content Marketing Improves SEO

The method of raising the rank of your website in search engines is Search Engine Optimization or SEO.

In search results, a better rank places you higher up, making it easier for prospective buyers to find you. Often lawyers and different law firms use SEO to get their business listed on top of the SERP.

Most of them have also begun to utilise social media channels to market their offerings, skills, and success rate.

It expands the reach

Content marketing encourages consumers to identify you that they would not otherwise have through Interesting, readable, and shareable content.

Blogging builds credibility 

As an expert, blogging sets you up with your customers and your colleagues.

A blog offers you the chance to interact on a different basis with prospective customers.

Law firms that have blogs are more likely than those that don’t to appear competent. Clients tend to entrust a case with the most experience to the counsel.

Law firm content marketing strategy

The first move to having a leg up on the competition and effectively influencing your audiences to set in place a solid, smart marketing strategy for content.

The content strategy applies to the control of virtually all physical medium you produce and own: printed, multimedia, downloadable etc.

Content strategy is the portion of your business campaign that consistently reveals who you are and the experience you add to the industry.

To create an efficient course of action that will raise the visibility of your law firm and produce new leads on a daily basis, a successful content management plan must be devised:

Defining a goal

No matter what the content strategy targets are, one thing to consider is to make sure they are realistic for the long-term and that they are genuinely connected to the broader goals, mission and vision.

Sticking to three to five company targets overall, and chart them, to keep the plan centred and crystal-clear.

Create a buyer persona

For developing a successful content marketing plan, content’s target audience also known as your buyer persona should be clearly defined especially for new marketers.

By targeting the audience, more relevant and valuable content can be created for them. Revisiting your audience parameters by conducting market research each year is crucial towards growing the audience.

Moreover, creating content that educates the client on how a case can be built is also proven to be effective.

Devising a plan

New content must be released on a regular basis so that clients are used to reading the new stories and blogs etc. It is therefore important to set out the distribution schedule for the content.

Uploading blogs to your website’s forum section is something most lawyers do but the plan must be more detailed in order to beat the market.

Email newsletters, social media platforms and even guest-posting on related blogs can be part of dissemination channels. 

Guest blogging is a perfect way to create new leads, and the hordes of traffic that other websites already have can be leveraged.

Setting a marketing KPIs

In order to measure your success against your targets, your Key Performance Indicators (KPIs) are the critical metrics you can track. There ought to be precise quantitative metrics which will indicate improvement clearly.

If your number one aim is to improve lead generation, you would definitely use a high-value piece of content such as an e-book and stick it behind a data capture form.

Prospects may need to send you some information to download the e-book, usually the name, work description, and email address.

Creating a culture of content

Recognition, capture, management and governance of content management. one needs to have many entities on board, including separate staff, when you are using content marketing in a strategic and comprehensive manner.

In comparison, companies also have plenty of content residing in siloed structures and in their workers’ minds. Before writing your next blog post, think about what your prospective clients may find most helpful.

Measure Results

When the content management plan is up and running and new blogs, videos and lead magnets are written, it is time for the KPI monitoring you have set up to be applied so that you can see how you are working against your goals.

Google Analytics is a free application that shows you all that happens on your website, including where you get your users from the sites they join, how they travel across the website, and how long they remain. It’s free of charge and easy to use.

Content Marketing Platforms

Writing and publishing blog posts or articles on your own website is critical to generate qualified traffic. Sharing the content on business or niche sites will also allow more viewers to see it in addition to conventional channels like Medium.

Choosing a good platform to start posting your content is a crucial step towards marketing as a lawyer. There are a variety of platforms where one can share the content with others. Each website has its own uniqueness and helps to build marketing and providing a space to share great ideas.

Focus on choosing an online community of user-generated content that provides insights on any topic that can be done to increase your company’s size, revenue, customer base, lead generation, etc.

Creating an account on popular websites or apps that has a lot to offer to their users with posting your content is a great way to drive traffic directly to your blog. It is also a great way to keep track of industry insights, and even your own social media feeds.

Think about spreading your content as a megaphone with other outlets: the more ways you promote it the broader the word can spread.

Medium helps you to republish your latest blog posts (they also add a rel=canonical link if you use their import feature), but you can still use this forum as a means to boost access to the full blog posts on your site.

Reddit is also a worthwhile platform to consider for sharing content, but it needs to be done the right way. These articles should be carefully chosen and provide real value to the users.

Like Medium, LinkedIn allows you to syndicate blog posts on your personal LinkedIn profile as LinkedIn articles. Many users have built up a large subscription base for their posts on the website due to their current network on LinkedIn. Users may opt to subscribe to posts from users, ensuring they will obtain a notice each time anything new is published by the user.

Listly, like other websites, has a great content curation tool and As an added benefit, it even allows your audience to cast a vote on the items on your list, providing you with more insight on what your audience values at that moment.

Hitting the “Core 4” social media platforms (Facebook, Twitter, Instagram, LinkedIn), is a good place to start to engage with your audience directly. 

Joining a few industry-related groups on Facebook and sharing your best content once a month, while also contributing to the group when possible can also help reach a wide audience. 

You can be much more likely to create good relationships when you are a trusted member of an online network, whether it’s Medium or a Facebook chat, and become part of a collaborative community that shares the ties with each other.

These exact guidelines are adopted by contributions to the Internet as a whole. Sites such as Medium and LinkedIn have given us the ability to share our content and see it in front of more viewers. 

Different tiers of content marketing for lawyers

For your target demographic, it is important to consider your brand and business and how they integrate into the media environment to really prepare yourself for content marketing success.

In terms of stages, we usually think of the material. And we treat them in terms of merit, not inherently duration or duration when it comes to levels.

The best way to prioritize your law firm content marketing is to think of it in terms of tiers. Starting with material from tier one:

Content Marketing Tier I

The most important, lead-reward, precious content is Content Marketing Tier I. This is the payout pieces of material that you offer to your audience after their contact information is given to you.

This usually come in the form of online classes, white papers or analyses, slides or videos of presentations or webinars/access to online activities. This is where, with your content marketing, you lift the bar.

Typically, all Tier -I material is free and available content, which ensures it can be viewed by anyone.

If it is free and available without the viewer offering anything in return other than their time which is also valuable it might include blogs, Facebook posts, any videos, some free podcasts, or maybe even infographics.

Short Blogs

Blogging is one of the most common forms of content marketing. Blogs are one of the easiest ways to increase SEO and bring more organic traffic from the search engines to your blog.

This will benefit you, as a marketer, by supplementing your ads with inbound marketing activities to make the most of your small marketing budget.

Blogging not only helps boost the optimization of the search engine, but it’s also a perfect way to establish relationships with your representatives and new clients.

As a blogger, when they are about to shop, the more useful types of content you have, the more willing your target customer would be to choose your brand.

Blogs are an efficient way of delivering value by means of short-form material.


Attention-grabbing and easy to embed, infographics are a visual representation of a vast volume of information distilled into a mixture of images and text, helping audiences to easily understand the important information found in the information.

Case studies

Basically, case studies are consumer experiences that demonstrate how the company has helped a single customer or customer thrive.

In order to illustrate special purposes or uses for their programmes and goods, businesses may use case studies.


Another of the highest-performing kinds of content marketing is interviews with business professionals or even your own clients.

Interview content offers web users useful knowledge that will help them to appreciate their problems and desires. it is also a great way to position your company as an expert in the industry.

Short audio/video

It may be a small explanatory podcast or a video section that acts as a glimpse of a broader whole.

No matter what path you take, it can be perfect introductory material to catch interest, create visibility and push traffic to your cornerstones by using brief audio and video pieces.

Content Marketing Tier II

Content Marketing Tier II is content from Lead Generation. In order to get the Tier I stage, this is the teaser material that convinces the viewer to come and surrender their email address or other contact information.

Usually, this is a snippet or teaser section of the Tier I payoff content or straight advertising content to demonstrate that the Tier I content will be desired by the viewer.

It may even be an email update or promotion, a blog post or even a recording of a video or podcast that reflects on why you should take the next move to download the material from Tier I.

Typically, it is enough to construct a form to gather contact details such as an email address. The exchange provides a new prospect for your company while quality material and information is obtained by the client. It’s still free of charge for your audience, but an opt-in is required.

To get better content, the viewer gives their name and email. Your viewer and client base are more likely to continue to consume this content, so you have already prepared your company for greater confidence.

Content Marketing Tier III

Content that engages the audience is the third content marketing tier.

Usually, this presents itself as blog posts, images, interviews, pictures or other material that is intended to engage the viewer with questions, shares or equivalent but does not generally result in a reward caught by lead generation.

Sure, alongside a lead capture type, a blog post will occur on the web, but the point is only to engage the viewer.

Any production of lead that exists is incidental. Advertising that includes the content is the third content marketing stage.

The next step on the ladder now involves paying content. This may provide more hands-on programmes or items such as webinars, seminars, conferences, courses like long-form blogs, articles and videos etc. They may be any priced commodity, but where the currency value transforms into money is the third tier.

It really depends on your individual business and how you feel you can best connect with and serve your audience base to make long term connections.

Content Marketing Tier IV

Tier IV Content Marketing is all about recognition and awareness. This is everything about what you tweet on review pages or social media to your replies to consumers.

Just like a blog post, it can be planned, but it’s more short-form material to guarantee you have plenty to say to your social audiences, holding you top of mind with their everyday experience.

Defining your real audience will allow you to concentrate not just on making fantastic content, but on creating the best content by identifying who your real audience is.

Instead of making content for its own sake, it makes it possible to produce content that defines you as an expert in your field.


Knowing who your actual customer is what kind of challenges they are having and what you can do to help them would encourage you to take a more customized approach to your  strategies for content marketing. The direct result of your target audience research is getting the correct content. Keeping it awesome is just the implementation.

Read more Guides on Digital Marketing for Lawyers

Digital marketing is the new traditional marketing! Read our guides on digital marketing for lawyers and law firms to get tips and strategy to grow your law practice in 2021:

We can help you with your marketing initiatives to generate more leads and get you more clients, Contact Us now and we will reach out to discuss your marketing strategy. At Altclik, we believe in moving ahead together and we are there to help you at each and every step of your marketing journey! 

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This post was first published on January 24, 2022

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