Content marketing is such a broad term that it can be difficult to know what falls under the umbrella. Which items can make the right statement for your firm? What will promote your firm effectively? Review these types of content and consider which might be right for your law firm’s next campaign. Here is a breakdown of 11 tactics for law firm content marketing.

Law Firm Content Marketing Tacticslaw firm content marketing

1. Blogs

Having a blog on your website is one of the best ways to drive traffic and display expertise. It’s essential for law firms to share trustworthiness and credibility, and writing blogs with valuable information is a great way to do that. Plus, blogs boost SEO and they are a low-cost option for generating organic traffic. Make sure blog content is relevant to your firm and services and optimized for SEO. 

2. Infographics

These graphic elements can provide a more eye-catching method for sharing information. They’re a great way to brighten up marketing messaging and show complex data in a concise way. Data is often easier to read and digest when presented in an infographic. 

law firm inforgraphic

3. Client Reviews and Testimonials

Similar to user-generated content, these items come straight from your clients. Testimonials can provide a short synopsis of why others should work with your firm. They build credibility and trust and highlight your differentiators without someone needing to read an entire case study. You should make it a point to include testimonials and short reviews on your website and develop other content (such as email campaigns) that mention them. 

4. Videos

Video marketing is becoming critical to a digital strategy. According to HubSpot research, 54% of audiences want to see videos from brands they support. That’s because videos engage an audience quickly and are very versatile. Video is a medium that allows marketers to share a broad range of messaging in a simple format. Furthermore, with YouTube being the second largest search engine, having a stable of videos will help your firm be more visible online and drive more organic traffic. legal video

5. User-generated Material

Marketers love this content format because it’s client-centered and low-effort. Requesting user-generated content is a good way to engage with your client base. People tend to respond to others like them, so content that is directly from your clients will resonate well with prospects. It doesn’t need to be complex: even a single tweet sharing some of your original content can go a long way. However, make sure to properly vet the content, as not doing so can lead to common content mistakes. 

6. Case Studies

Testimonials are crucial in the legal field. Before people make a decision about working with an attorney, they want to see what previous clients have to say. Case studies are a powerful way to highlight your firm’s success and the way that you work. You can create written case studies or videos and post them on your website as well as a variety of other platforms. 

case study

7. Whitepapers

Sometimes people confuse these items with ebooks, but they are not the same. Both are types of long-form content, but white papers are more dense with data and information. They tend to dive into more detail and can be a key part of the research phase for prospective clients. A whitepaper may also include imagery like charts or graphs. As you write for a whitepaper, keep the design in mind and consider how to make it visually appealing. This is another format that works well as a lead magnet for a law firm content marketing strategy. 

8. eBooks

Think of ebooks as long-form blog content. The important thing with ebooks is to not treat them as a written advertisement – they should be designed to provide insightful, valuable information to prospective clients. You can create in-depth guides that you offer as free resources, or gate the content to use them as a lead magnet. Remember that ebooks should be written in a professional manner, with impeccable grammar and attractive graphic elements. 
legal eBook

9. Memes

This is a relatively new type of content marketing that involves humor and isn’t too serious. A meme is an image created with text that is culturally relevant laid over it. They tend to be shared rapidly and work really well in certain situations. If you want to try a meme, make sure it’s timed well and aligns with your overall social aesthetic. To do that, you’ll need to practice active social listening and pay attention to the current cultural climate. 

10. Checklists

Step-by-step instructions or lists of important items are incredibly valuable to people, especially when complex legal topics are involved. Showing people how to solve a problem in a concise, simple format is a great way to demonstrate expertise and show how your services fit into the overall process. 

11. How-to guides

Similar to a checklist, a how-to guide provides valuable information in a more academic format. You can make these guides as detailed as you need to in order to provide assistance to clients. For example, you can even use Instagram Carousels as a brief how-to guide by uploading 30-second clips or multiple photos in one post. 


This list isn’t all-encompassing by any means, but it should provide a general guide to the types of law firm content marketing tactics that are available. The most important thing is to choose content that is relevant to your audience and showcases your firm. We can help with all aspects of content creation, from profiling audiences to refining your messaging and repurposing previous content. Contact us today for a free consultation.