Content marketing is becoming an essential channel amongst most organizations. Many people have realized the benefits of content marketing for law firms, but aren’t quite sure how to measure it. Obviously, return on investment (ROI) is a key measurement of success for most marketing tactics. However, content marketing offers more than a simplistic financial return on investment. Legal marketers need to make sure they’re not short-changing their efforts by looking at the hidden benefits of content marketing for law firms. Here are four of the less obvious advantages law firms can experience through content marketing. 

1. Valuable Content Creates Trust

Many marketing experts agree that being highly trustworthy is a key to competitive advantage. One reliable way to earn more people’s trust is to create truly helpful content and then give it away for free. When trust is the goal, your firm should attempt to sell without selling – that is, aim to transfer something valuable from the institution to the individual. Doing so is an effective way to nurture relationships and become a reliable resource. 

2. Thought Leadership Can Help With Recruiting

Potential employees will research all facets of your firm. Showcasing content that displays your expertise and thought leadership will both intrigue them and help to convince them that your staff is at the forefront of the legal industry. Many firms would be surprised to see how much engaging content can impact the decisions of people they are trying to recruit. This is especially true for individuals who plan to develop a personal brand and want to be viewed as a leader in their niche. Consider partnering with your HR department to ask new hires if content made any difference in them signing on with your firm. Then share that information with your internal teams and make sure content creators collaborate with new staff who want to highlight their expertise. 

3. Positive Content Can Boost Internal Morale

Content that gets published can really excite the staff of your firm (and make them want to work for more). That’s even more true for websites, publications, or journals that your attorneys read. Furthermore, others in your firm will “cheer on” the effort and happily share it on social media, which is free promotion for your firm. Don’t be afraid to “market” the popularity of certain content internally. It’s always nice to know what makes your company stand out!

4. Content Gives People Something to Converse About

Great content gets people inside and outside of your firm chatting. It provides colleagues something to share with one another (as well as those outside the firm). It can even offer opportunities to recruit more advocates or participants for future content. Content marketing touches a surprising amount of functions within a firm, so it can be an area to improve relationships and collaboration. 


As with most things marketing-related, it’s smart to measure in quantifiable ways when possible. Several platforms and tools can help you to monitor the success of your content marketing, but it’s important to keep these intangible benefits in mind as well. Marketing success and failure can often depend on the effectiveness of your content marketing, so it’s critical to get it right. If you don’t feel like your firm has the bandwidth to create compelling content regularly, consider working with one of our writers from The Legal Writers Bureau