Top Content Marketing Tips for Law Firms in 2020

Creating relevant and premium content is key to the success of your law firm’s marketing efforts. Law content marketing is one of the best ways you can present your ideas in front of your target audience.

With the right content marketing strategies in place, you can gain trust and build long-lasting affiliations with your prospects.

While law content marketing is one of the ways you can position your firm for upcoming opportunities, it is not that easy without strategic thinking and relentless hard work.

Here, it’s also important to understand that content marketing for law firms and immigration solicitors involves a big chunk of money, time, and other resources.

According to research, content marketing costs less and generates three times as many leads as outbound marketing strategies.

So, whether you’re creating your firm’s content marketing strategy for the first time or you’re reconsidering the issue, here are a few tried and tested tips you must keep in mind.

You Need to Know Where are You Starting

If you’re looking to create your firm’s content marketing strategy from scratch or want to revise its existing plan, you have to know your starting point. Get an overall view of everything your firm does related to content marketing ahead of designing a plan.

A comprehensive SEO site audit can be a great idea. There are many SEO audit tools available online, or you can also hire a professional to perform an audit.

Remember, without knowing what is on your website and how well it’s performing in terms of SEO, it wouldn’t be possible to improve your law content marketing strategy.

In addition to that, you must also pay attention to the marketing channels your firm uses. Content marketing is an ongoing process. After implementing a specific content marketing strategy, you must conduct an SEO site audit and adjust your strategy accordingly.

You Need to Know the Fundamentals of SEO

Before creating and implementing a content marketing strategy for your law firm, it’s important to learn about the basics of SEO.

No, you don’t need to learn any technical SEO strategies and ranking factors. However, you must have a clear understanding of all the essentials, including link building, Meta titles/descriptions, keyword-focused writing, etc.

Choose Your Marketing Channels Carefully

For your content marketing strategy to work, you have to choose the most effective marketing channels that perfectly align with your firm’s objectives and goals.

There are many options available, including paid ads, SMS/Email marketing, and SMM that can work in collaboration with your personalized content marketing strategy.

It is always better to choose those channels that are directly or indirectly related to your audience. You can also take this information from Google Analytics and avoid ending up using different channels inadequately instead of using one or two properly.

Focus on Data-Driven Content

Present-day content marketing is all about data-driven content. Fortunately, there are many tools available than ever to help marketers make well-informed data-influenced decisions.

The only thing you have to ensure is the data you’re using is complete, reliable, and calculable.

Identify Your Target Audience

Make sure you accurately identify your target audience so that you can create relevant content. To do this, you have to conduct in-depth market research, including demographics you’re targeting.

Knowing who you’re talking to is one of the most important steps in the process of content marketing. Notably, this will also affect the tone and style of your content.

Are you targeting businesspersons and executives who will prefer formal content? Or are your targeting millennials who’re more interested in a friendly and more conversational type of content?

Ideally, you should discuss this thing with the stakeholders in your company. The voice and style of your content are not the factors you can decide on the basis of assumptions only. So, do thorough research and decide these things considering the demographic profile in hand.

Visual-Rich Content is the Future

Visual content is one of the proven ways to reach out to wider audiences. Creating or improving your blog posts with rich media attracts your readers and encourage them to come for more.

Interestingly, search engines also pay attention to the visuals in your content. You can easily optimize images and videos embedded in your posts with SEO-driven captions and descriptions.

The visual-rich content could either be in the form of images, screenshots, infographics, illustrations, pull quotes, and videos.

All in all, with appropriate visual content, not only will your posts be better off for it, but your readers will also start to see your website as a consistent source of premium and useful content.


Before you brainstorm different ideas and topics for your posts, think of a way you’ll create or find out subjects in the future. This could be a hurdle when you want to consistently and routinely publish content related to your niche.

Competitive analysis is one of the ways you can get an idea of what your competitors are posting on a routine basis. You can also take a hint from your client’s most common legal issues.

Once you know how to generate unique topics, you must invest some time in creating a content calendar for your firm. Your content calendar should be in writing (Excel sheet, for instance).

Opt for Cross Channel Marketing Approach

To get the most out of your law content marketing plan, you should utilize multiple marketing channels. When it comes to the effective law content marketing strategy, consistency, and cross-channel integration are the factors that can go a long way.

Provide Solutions

One of the biggest mistakes you can do as a law firm is to stuff your website with low-quality and irrelevant content. The posts you publish should be personalized and targeted towards a specific group of people.

Also, it’s crucial to provide accurate and up-to-the-minute information. The content you publish should address your reader’s concerns. You must know the key takeaways for every piece of content you create.

If you’re not confident about the message your post contains, then you must rewrite the content.

Come Up with a Realistic Plan

No matter how strategic and inclusive your content marketing plan is, it will not return results overnight. Patience and continuous improvement are all that make a difference.

For this, you have to be realistic about your approaches and expectations. Honestly, law firms with an in-house content team can easily find themselves in trouble or falling behind. We suggest you work in collaboration with a writing agency with a proven track record of working with law firms or legal agencies.

Hire Writers

As a lawyer, you may draft formal letters and contracts. However, to match up with the tone and style of blog posts, you may have to hire pros who know how to write high-quality and optimized content.

Offer User-Friendly Experience

Last but not least, pay attention to the readability of your blog posts. Your posts should include headings, subheadings, and a well-written conclusion. Dividing your post into sections and lists will help your readers find out the answers to their questions, and they would not think about clicking on your competitor’s website.

Final Words

It takes a great deal of effort and diligence to improve and upscale your content marketing strategy. We hope this post has answered some of your queries related to law content marketing.

Feel free to drop your comments and queries below, as we would love to get in touch.

Uzair Ahmed

Uzair Ahmed is a digital marketing and SEO Expert working for multiple organizations to boost their business and online presence. He’s currently working as an SEO Executive at Optimuslaw.

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