Successful Content Marketing for Legal Professionals

Content marketing is important to building your brand, attracting new clients, growing revenue and making your law firm stand out in a sea of other firms. However, effective content marketing is about more than just churning out blog posts, thought leadership pieces and social media posts. The key is putting a strategy in place to establish how and why you are doing what you are doing. These five tips can help your law firm curate better, more results-driven content. 

Determine Your Audience

Chances are your firm specializes in a particular service, which also brings with it a specialized target audience. One of the first steps to a successful content marketing campaign is establishing who this audience is, along with their needs and desires. This will help you when it comes to actually producing the content. Occasional broad pieces to improve your status as a thought leader in the industry are good (and needed), but the majority of the content that you are producing should be targeted toward your established audience. 

There are many different ways to begin building out your audience and profiling them. Marketing agencies love buyer persona work and putting a face to your prospective client (because they go deep into the mindset of your prospect). But we believe the “jobs-to-be-done” theory of looking at an audience is key to content marketing. This theory looks at what products or services need to be provided to address a specific audience’s challenges, questions and things that keep them up at all hours of the night.

Harvard professor Theodore Levitt was famous for saying, “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” In other words, people buy products or services to solve their problem.

This means we need to ask questions of our audience that get to their challenges:

  • What does our audience worry about?
  • Where do they look for expertise?
  • What challenges do they face in their day-to-day jobs?
  • Who do they report to in their roles?

The Content Marketing Institute recommends taking five key steps to develop an audience (you can read much more about how they view audience building here).

  • Define your target – Detail the total addressable audience. This includes people who are true leads and will buy, those who are networked to future clients, and those who are influencers in the space.
  • Discover the social and contextual aspects of a client’s need – Uncover the jobs to be done. 
  • Decide on your niche – Find your sweet spot.
  • Differentiate your content approach – Sweet spot meets your content tilt.
  • Design the map of success – Document the audience journey.

Prioritize Quality Over Quantity

There is a plethora of legal topics your firm could highlight in your content, but is what you’re creating beneficial and valuable to your audience? How are you providing answers to their most asked questions? While you certainly want to create consistent content to establish thought leadership, if your content doesn’t offer real value to your audience, you’ll never capture their attention. 

Rather than focusing on how often you’re posting or sharing content, focus on what it is that clients need to answer or have a better understanding of and how can you be their go-to resource. One or two thoughtful, engaging, targeted pieces in a week will be much more effective for your firm than daily posts hastily arranged. 

Keep It Simple

Although General Counsel clients will most likely understand complex subjects and legal terms, their C-Suite peers may not. Don’t forget that law firms are often talking to decision makers other than their in-house counsel. Keep the legal jargon to a minimum within the content you produce. If prospective clients can’t understand what it is you’re sharing, they will instantly lose interest.

Whether it’s a blog post, copy for social media or a podcast interview, write or speak as if you are communicating with a friend from a completely different industry. Try to use stories or examples to make the subject more relatable to those who may not have the legal background you or their in-house counsel do. 

Build Your Legal Content Marketing Plan

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Incorporate Video

Attorneys are typically strong writers, and often the written word is their go-to means to describe an issue or legal update. But as a legal marketer, you should be encouraging your lawyers to consider more video – a versatile and engaging format that can be an extremely useful tool in attracting potential clients. Video is easy for followers to digest and understand, often entertaining and can be easily shared with more people. 

There are many different types of video that your firm can use within its content marketing strategy.

  • Live stream someone from your firm during a speaking engagement to colleagues. 
  • Record an attorney bio (in a fun and engaging way) so that others can get to know your attorneys. 
  • Create a behind-the-scenes look at your firm showcasing a typical day in your office.
  • Create a video that breaks down a recent blog post with three or four quick tips.
  • Video a quick 30-second version of your next client alert – the “need to know” elevator speech.

Repurpose and Reuse

Just because you publish and distribute content in alignment with your strategic plan doesn’t mean your work is done. The next step is to analyze how well your content performed (email opens and clicks; social media comments, likes, shares; website leads, etc.) to determine what worked and what didn’t work. If a piece of content generated a lot of engagement and maybe even a new client, use it again. Almost all content that your firm will produce can be repurposed and reused. The key to a solid content marketing strategy is integrating it with your overall marketing plan – ensuring you integrate it in a PESO model (Paid, Earned, Shared and Owned). 

If you’re curating content that hones in on the needs of your client base, much of your content will be evergreen, meaning it can be shared more than once without completely changing what was originally written. Over time, this will allow your firm to develop a library of content that can be published over and over again, generating long-term success. 


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.

The Account Executive position involves growing and working independently with an emphasis on project management, client relations, media relations, digital/marketing, and/or lead generation among other skills.

Main Responsibilities:

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events.
  • Proactively identify story ideas and work with supervisor to develop.
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision.
  • Effectively place client messages and spokespeople in target media outlets.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc.
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients.
  • Assist in the management of interns, when applicable.
  • Develop an advanced level of design skills for InDesign or Photoshop, largely managing design-oriented tasks related to digital programs independently (depending on position/department).
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skillsets, client contracts and other extenuating circumstances dictate.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

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?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email