law firm content marketing

How Law Firms Can Create a Successful LinkedIn Content Strategy in 8 Steps

by Guy Alvarez • November 2nd, 2023 • Social Media | Blog

LinkedIn strategy for law firmsLinkedIn can be a truly powerful tool for law firms. With more than 950 million users in 200 countries, LinkedIn has developed into an essential resource for law professionals looking for networking opportunities and answers to their day-to-day problems.  But to get the most from the platform, everything you post must be devised for maximum impact. Developing a robust content strategy is absolutely necessary to meet this goal. Not sure where to start? Here are 8 steps on how to craft a successful LinkedIn strategy for law firms:

1. Determine Your Current Marketing Goals

Your strategy is more likely to be successful if you outline your goals from the beginning. What are you hoping to accomplish using LinkedIn? Some examples are: 

  • Introducing your firm to more potential prospects
  • Sharing firm resources to generate brand awareness
  • Nurturing trust and credibility with current clients
  • Adding leads to your sales pipeline
  • Creating a community within your industry

By considering your goals, you can decide what type of content to focus on. You can build a mix of content designed to meet specific goals, such as promoting gated content in order to get leads and sharing helpful blog posts to generate awareness. 

2. Understand Your LinkedIn Audience

The only way to position your LinkedIn content well is to really know your audience. For example, is there a certain industry or role that should be targeted? Are the topics you’ll cover simple or more advanced? LinkedIn Audience analytics can help you answer these questions to guide your content creation process. You can find these insights by navigating to your LinkedIn company page and selecting Followers from the Analytics drop-down. Consumers look for understanding, not just promotional material. Direct client insights may be obtained using tools like automated A/B testing, conversion monitoring for LinkedIn Ads, and LinkedIn Event hosting. You can even create polls as a form of market research, to hear directly from your audience in order to improve LinkedIn strategy for law firms. 

3. Produce Long-form Written Content

You want to publish at least a few times a week from your company page. However, since there are several types of content, knowing exactly what to post can be tricky. Long-form content can boost your authority and help you to take advantage of LinkedIn’s algorithms. Try: 

  • LinkedIn document posts – This feature allows users to post pdf files that people can scroll through. This format works well for highlighting the key points of a complicated topic or sharing step-by-step instructions. 
  • LinkedIn articles – To share blog-style content, marketers don’t need to link out to their own platforms all the time. Instead, they can publish directly from the LinkedIn company page using this feature. Since they can be up to 15,000 words, these articles are ideal for sharing thought leadership content. 
  • LinkedIn newsletters – If you don’t plan on creating articles very often, you can use the newsletters feature to make the most of them. A newsletter published consistently can boost engagement, and feature varied content like podcast highlights or LinkedIn live events, along with articles. Right now only users in “Creator” mode have access to newsletters. 

4. Don’t Underestimate Native LinkedIn Video Content

Video has become a surefire way to reach an audience and generate engagement. LinkedIn has confirmed that its users share video content 20 times more than any other type of content on the platform. Compared to written content, publishing native content can help your firm reach a much larger audience on LinkedIn. The platform supports videos up to 10 minutes, but most are shorter. Try posting concise videos that provide quick tips or simple explanations of industry happenings. Furthermore, keep in mind that the social media channel reports that LinkedIn Live content gets an average of seven times more reactions and 24 times more comments than pre-recorded video. Make sure to include a link as a CTA for interested viewers.

5. Don’t Be Afraid of Content That’s Not Original

In fact, we suggest supplementing owned content with carefully curated content when it comes to LinkedIn strategy for law firms. Constantly producing new content takes significant time and energy. Rather than devoting resources solely to unique content, you can find and share other content that your audience will find valuable. Find trending topics to share by going to your company page and navigating to the content tab. Filter by options like industry or location to find interesting content. Write your own creative caption, then simply click “share” on anything you want to publish.

6. Leverage Employee Advocacy

Encourage your law firm’s employees to actively participate in your LinkedIn strategy. Employees can amplify your firm’s reach by sharing and engaging with your content. Consider implementing an employee advocacy program to guide staff members to promote the firm’s content and activities on their own LinkedIn profiles. This can significantly expand your firm’s visibility and credibility on the platform.

7. Use LinkedIn Ads to Increase Organic Reach

If you have more aggressive marketing goals, then dedicating some advertising budget to them might help. LinkedIn ads promote your best content to targeted audiences. If you’ve discovered some organic content that is performing well, click the “boost post” button, choose an objective and an audience, and begin extending your reach! For more complex campaigns, use the Campaign Manager. This tool will help you narrow down objectives and use your own LinkedIn data as well as LinkedIn’s lookalike data. If you’re unsure about what ad format, creative, or audience to use, try some A/B tests. 

8. Review Analytics and Optimize

Ensuring that your law firm’s webpage is comprehensive and fully optimized is essential. Research shows that weekly views of completed pages increase by thirty percent. A call to action button should be included to urge further action, along with your logo and a summary of important terms and phrases that LinkedIn users may quickly locate in search results.

Keep track of your progress and how well your goals are being met. The metrics you might review are followers, impressions, engagement rate, and click-through rate. To get a more complete view of performance, review your website analytics as well. With tools like Google Analytics, you can set up goals and then track events and conversions (such as form submissions). 


When it comes to creating a LinkedIn strategy for law firms there are plenty of avenues for optimizing your presence on the platform, from organic posts to paid campaigns. The important thing is to have documented goals and thoughtful content development that works toward those objectives. With clear goals and tactics in place, you’ll be on your way to building and growing a community through compelling content. 

We’ve helped many law firms leverage LinkedIn to drive engagements and generate new leads. For more ideas, follow us on LinkedIn or contact us today for a free consultation.


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