Digital Content Types You’re Not Using Enough: Unique Ways to Elevate Your Legal Marketing

As legal marketers, it’s easy to fall into the trap of repeating the same types of content over and over. If you feel like you’ve done it all and are looking for something fresh, it’s time to explore some uncommon yet highly effective digital content formats. In this blog post, I will explore 10 innovative content types that can revitalize your legal marketing campaigns, delivering stronger results than traditional strategies.

1. User-Generated Content (UGC)

User-generated content is a powerful way to engage potential clients and build trust. Whether it’s testimonials, reviews, or social media posts from happy clients, UGC offers authenticity that your firm’s marketing might lack. Legal firms can encourage UGC by using hashtags or running contests, making it easier for clients to share their positive experiences online.

UGC helps spread awareness organically—your clients share their content with their networks, providing a broader audience for your firm. Plus, it’s an effective way to build credibility, with research showing 84% of consumers trust a brand that uses content from real customers more than those relying on paid influencers.

2. Screencasts

Screencasts allow your firm to show rather than tell, making them an excellent choice for providing clear tutorials or explaining complex legal processes. Use screencasting to demonstrate how your firm works with clients or to give a walk-through of important legal documents. These video formats can be utilized across social media platforms, adding a personal and educational touch to your firm’s content.

Tools like Camtasia or Loom can help create professional, informative screencasts that both educate potential clients and demonstrate your firm’s expertise.

3. Templates

Templates are simple yet highly effective tools that offer value to your target audience. For a law firm, templates for contracts, legal notices, or even business agreement outlines could appeal to clients looking for practical resources.

Promoting these templates through your website or social media channels can help drive traffic to your site while also collecting valuable email leads. Offering templates as a free download in exchange for an email address is a great way to build your mailing list.

4. Worksheets

Similar to templates, worksheets offer structured guidance for your audience. Whether it’s a checklist for legal documents needed for starting a business or a budget planner for clients navigating a divorce settlement, worksheets can be helpful tools. They also encourage interaction and help potential clients engage with your firm’s services in a meaningful way.

Offering worksheets can also lead to increased website traffic, social media shares, and new email subscribers—all key components for nurturing future clients.

5. Illustrations

If your legal content feels dry or too corporate, it might be time to experiment with custom illustrations. These unique visuals can add a touch of creativity and help break up long blocks of text. Custom illustrations for blog posts, infographics, or explainer materials can give your firm a distinctive visual identity and make your marketing materials stand out.

Original graphics often outperform generic stock photos, so why not create visuals that better reflect your firm’s personality and services?

6. Text Messages

Text message campaigns have one of the highest open rates of any digital marketing strategy. In legal marketing, SMS campaigns can be used for follow-ups, appointment reminders, or even sending out special offers for free consultations.

With tools that integrate SMS marketing into your CRM, you can automate text reminders, track engagement, and ensure timely communication with leads and current clients. It’s a great way to directly reach your audience on their phones, where they are most likely to engage.

7. Animations

Animations aren’t just for kids. Legal marketers can use animated graphics to explain complex topics in a simplified, engaging way. Whether it’s through explainer videos or animated infographics, motion graphics can make your content more digestible and visually appealing.

Animated content can be particularly helpful for breaking down complicated legal jargon or illustrating the steps in a legal process, making it easier for potential clients to understand.

8. Slides

Don’t overlook slides as a content format. Creating well-designed slides can be an effective way to share legal tips, process guides, or industry insights. Platforms like SlideShare allow you to easily upload and share your presentations with a wider audience, providing value to potential clients while positioning your firm as an expert in your practice area.

9. Timelines

Timelines are a great way to visually demonstrate the progression of a legal process. For example, if your firm handles estate planning or personal injury cases, a timeline can provide a clear view of the legal steps involved.

By offering this content type on your website or within blog posts, you make complex legal processes easier for potential clients to digest, while positioning your firm as organized and transparent.

10. Gamified Content

Incorporating gamification into your legal marketing strategy can make the process more fun and engaging. Use quizzes, challenges, or reward systems to encourage engagement and participation. For example, create an interactive quiz that helps clients assess their legal needs, or offer rewards for clients who complete certain actions, like scheduling a consultation.

Gamified content is effective at driving interactions and keeping users engaged with your content.

Key Takeaways:

As legal marketers, it’s crucial to keep your content fresh and engaging. By incorporating some of these unconventional digital content types into your campaigns, you can boost engagement, drive conversions, and ultimately grow your practice.

Experiment with these formats and see how they can help you connect with your audience in new and meaningful ways. Whether it’s through user-generated content, worksheets, or animations, think outside the box to take your legal marketing to the next level. Not sure where to start? Download our free Law Firm Guide to Content Marketing ebook for more tips and strategies to engage your audience!