law firm content marketing

Content Marketing for Law Firms: The Different Types of Content You Should be Creating in 2024

by Noreen Fishman • January 12th, 2024 • Content Marketing | Blog

Content marketing is such a broad term that it can be difficult to know what falls under the umbrella. Which items 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 17 content types 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. Law firms need to demonstrate 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 concisely show complex data. Data is often easier to read and digest when presented in an infographic. Infographics are great pieces of content when you’re looking to break down complex topics into easy-to-understand information. These are also great pieces of content that you can include in things like emails, blogs, ebooks, and more.

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 research, 91% of consumers want to see more 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 messages 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.

Related: 10 Video Marketing Examples from Lawyers Doing it Right

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. UGC is also an opportunity to create more content than you have the bandwidth for on your own. You can even see if any thought leaders would like to guest post on your blog. Just make sure to thoroughly review others’ work.

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’s 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 an ebook as a lead magnet. Remember that ebooks should be written professionally, with impeccable grammar and attractive graphic elements.

Related: A Law Firm Guide to Digital Marketing Analytics

legal eBook

9. 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. Remember to always keep your items numbered and make the excerpts for each checkpoint informative and short.

10. 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 to assist 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, or just turn your how-to guide into a traditional blog post.

11. Webinars

Webinars can be hosted either on-demand or live. (You can even do both to maximize this lead magnets’ power.) Webinars are a great type of content that can be used to showcase your firm’s expertise and form authentic connections with your audience. Start by identifying a topic that your audience wants/ needs to learn more about. Always remember to promote your webinar via social media and email to maximize how many registrations you get.

Related: An Introduction to ABM (Account Based Marketing) for Law Firms

12. Listicles

Similar to a checklist, a listicle is an article written in a list format, but it may not necessarily explain how to do something or walk the reader through a process. A listicle often numbers the items discussed and users appreciate this type of content as it’s highly skimmable and usually a quick read. This is an easy way to cover topics briefly. For an improved amount of reads, always include the number of items discussed in the title. Example: 10 Things to Expect After Filing for Divorce.

13. News Releases

You may have exciting news that you’d like to make your audience aware of. Consider writing up a news release that discusses the latest news for your firm. You can send this news release to the press, but you can also post it to your website in a convenient ‘News’ tab so your audience can update themselves on your latest firm news with ease.

14. Curated Content

Curated content is when a law firm shares content from another reputable source. Just remember to avoid sharing content from competitors, but rather share from neutral, reputable sources. You can find content from others to share using a content aggregator. You can then add your response via a social media post or blog post.

15. LinkedIn Articles

LinkedIn offers the ability to host articles on the platform. You can post PDF documents to LinkedIn or host a LinkedIn newsletter where you release relevant articles on a frequency that makes sense for you.

16. News Roundup

Similar to crafting a response to curated content, a news roundup is when you identify recent news and activities in your industry that your audience would like to be informed about. Start by identifying key news stories, then share them with your audience via a blog post, email, or social post. This helps position your firm as an industry expert.

17. AI-generated content:

With its rapid advancement, artificial intelligence is going to become more important in content generation by 2024. AI can produce a wide range of material, including blog entries, articles, and emails. With the use of this technology, firms may be able to create high-quality content more quickly and easily.

Register for our upcoming webinar on January 31st – Unleashing the Power of Jasper AI for Law Firms. In this one-hour webinar, you will learn how law firms can benefit from using generative AI and how Jasper can be used to bolster content creation, social media posts, campaigns, and more.


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.


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