Strategy: Laying the Foundation for Effective Legal Marketing
Business Strategy

Even for the largest law firms, standing out from the competition can be a daunting task. A simple Google search from a prospective client will yield hundreds of different law firms, likely including many in your jurisdiction. Enter content marketing, your tool to differentiate your firm, generate new leads and achieve measurable results. For legal marketers, your goal is to create relevant content that boosts the reputation of your firm and attorneys. However, without a clear direction that everyone in your firm understands, it will be difficult to reap the benefits of your efforts. 

The lack of a clearly defined path is not uncommon for many legal marketers, which is why we created the SAME process to give firms the right tools and a plan that creates results unique to their firm. While every step in the SAME process is designed to increase leads and cases, it all starts with the strategy. Strategy is what establishes the plan, lays the foundation for the rest of the process and puts your law firm on the track to success. 

Initial Steps

The purpose of the strategy step is to create a planning process that brings about action. It begins with a SWOT analysis, or an outline of the strengths, weaknesses, opportunities and threats for your law firm. This allows us to familiarize ourselves with the ins and outs of your business. We can’t help you get where you want to go without first knowing where you’ve been. By completing a SWOT analysis before anything else, we’re able to gain a complete understanding of all the factors that go into creating an effective legal marketing plan for your firm. 

One of the greatest components of the strategy is developing your law firm’s brand story. Your brand story is what shapes your firm, and helps to establish a voice that will be included in all your content marketing efforts. This is how you inject the identity of your firm into your messages to reach your target audience. Like many other aspects of legal marketing, developing that voice is a process and it may require you to make adjustments over time. It’s important to allow yourself room to learn and make changes when necessary if it becomes evident that your brand isn’t developing that connection with your audience. 

Getting Down to Business

It may seem that developing a strategy for effective legal marketing is a tedious task, but this is the roadmap for reaching your goals and the results will make the work well worth it. If the initial steps were metaphorically your practice leading up to a big game, then now it’s time to call the plays. This is when decisions on where your content will live are made. Once upon a time, the only decision to be made was advertising on TV or in the newspaper. Now, there are seemingly countless avenues to share content and deliver your message, many of which require no out of pocket cost. 

From social media channels like Facebook and LinkedIn to your firm’s own website, where you can publish a blog, podcast or any other thought leadership piece, there’s no shortage of digital channels to share the story of your brand. This part of the strategy step is about understanding your audience and where to meet them. You can’t have an active and engaging presence on all channels, but rather you should hone in on a few specific outlets that will give you the best chance of reaching your target audience. Knowing your prospective clients, having clearly defined goals and taking the time to assess what works and what doesn’t will ensure that your efforts are not wasted. It’s also important to note that when it comes to creating and sharing content, much of it will be evergreen, meaning it can be repurposed and shared time and time again. 

Build Your Legal Content Marketing Plan

Is your legal content marketing strategy capturing leads for your law firm? Download our free eBook for insights on how to develop the right strategy to gain real results.

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Achieving Results

At the end of the day, legal marketing is a results-driven business. Lawyers come from a different background and likely won’t be thinking about the process of building brand recognition through an effective content marketing plan. However, they won’t be able to ignore the results that come from delivering quality content on a consistent basis. Content marketing is worth the investment because it works.

The strategy process is just as much for the lawyers at your firm as it is for legal marketers. If you’re going to reach your full potential as a firm and become a true thought leader in your industry, it’s going to take effort from everyone on your team. Including lawyers in the development of your strategy will allow them to gain a better understanding of the entire process and most importantly, how it can provide the results they crave. 


Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. Learn more about how we can help your firm attract new clients and grow revenue with this SAME process here

SAME process. UNIQUE results.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

Find out how.


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.


Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position