Content Marketing Trends for Law FirmsA new year and a new decade are upon us. Hopefully you’ve been following our content marketing blog and have taken away several great tips for starting the calendar year. It’s a great time to look back on past performance, create and refine strategies, and look for new ideas that can be applied within your firm. We’ve asked our experts to consider a list of content marketing trends for law firms in 2020. Here are a few thoughts on what the next year has in store for you.

1. Trust

Your law firm needs to share credible content consistently in order for people to trust you. Concerns over privacy, security, and credibility have made individuals less inclined to trust companies and firms they do business with. It’s key that clients and prospects feel you have the right answers and are the best solution. Particularly in the legal industry, people are making decisions based to a high degree on who they can rely on. Transparency in your marketing and business dealings are of utmost importance as you strategize for this year.

2. Align your law firm with credible, influential voices

By engaging in influencer marketing, your law firm can use relationships with industry experts to leverage their own influence and be heard by a new audience. In many cases it’s in the best interest of both law firms and compelling influencers to collaborate on content or thought leadership. Once you identify influencers to connect with, you can invite them to write a guest post for your blog, be the key speaker in their upcoming podcast, or an expert opinion in their webinar. The opportunities are endless.

3. Continued rise of video

The future of content marketing is video. Video marketing can boost your search and SEO rankings, improve engagement with your audience, and help influence clients to choose your firm. Read our blog article, Law Firm Video Marketing Techniques, to learn the techniques that will help set your firm’s approach apart from the competition.

4. Podcasts

According to Edison research, nearly a quarter of podcast listeners started listening within the past year. That means this platform is full of unreached potential. The beauty of podcasts is that instead of taking the time to sit down and read something, consumers can listen to information basically whenever and wherever they are, needing only a smart phone or device to do so.

5. Personalization

You’ve heard many times that content is king. What’s even better? Personalized content. The content of the future takes personalization a step further through collaboration with influencers. By understanding their audience, marketers can tailor content to unique needs when leveraging digital and social influences that targets are likely to react to. Focusing on client-centric information and story-telling continue to make compelling content. 

6. Omnichannel

Otherwise known as integrated marketing, also called multichannel marketing. The methods differ, but the goal is always to create a consistent (and good) experience across any channels your clients and prospects are using. Consistency and integration are the keys to delivering content when and where your audience is most likely to see it. 

7. Data-informed content

Modern content marketing is truly data driven. There are more tools than ever to support marketers in making data driven decisions, but many do not because of lack of time or understanding. Christopher Penn, Co-Founder and Chief Data Scientist at Trust Insights, suggests a six “C” rule framework: make sure data is clean, complete, comprehensive, chosen, credible, and calculable. In 2020, level up through tools and methods for dialing in on the data that’s important to your marketing processes. 

8. Visually-rich content focused on storytelling

In 2020, it’s a good practice to connect with your audience in an emotional and intellectual capacity. Providing information is table stakes – but invoking an emotion sets you apart. Visual platforms are becoming the place where online users spend the most time. When creating thought leadership such as case studies or white papers, make sure to intersperse them with interesting visuals. Select attention-grabbing graphics for the front of the piece, to show readers a preview of what they’ll learn if they dive in. 

9. Email marketing is not dead

Though open rates declined very slightly in 2019, we’re not taking that as a sign that email is on the decline. Rather, respondents are getting choosier about email and more savvy about how to filter out spam. That means it’s time for a refresh. Newsletters are a great place to reinvigorate your email strategy. Make sure the goal of your newsletter is to build relationships for the future, not simply pitch your services. 


As you can see, many of the content marketing trends for law firms in 2020 center around client-focused communications and offering an interactive, integrated approach to promoting your firm. Right now is a great time to review your firm’s annual marketing plans and make sure your tactics are aligned with the strategies that can really move the needle for your firm.

Contact us today to discover how we can help you develop and execute a cohesive content marketing strategy that brings in new business for your law firm.

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