Content Marketing for Law Firms - An Introduction

The legal market has become increasingly competitive in recent years at all levels. Legislative changes such as GDPR have flipped the tables when it comes to data management structures. Brexit has also caused a significant review in the scope and breadth of legal policies. Not to mention the impact the loss of revenue caused by the global pandemic. Consequently, good content marketing is more important than ever for law firms. 

The problem is far too many law firms still present themselves in the wrong way as staid, stuffy and boring. Rather than taking ambitious and innovative approaches, law firms are happy to stay in their comfort zone. This means they often get lost in the marketing noise and find themselves losing clients, revenue and profit to disruptive law firms who are placing themselves at the front of innovation. 

Boss Digital champion thinking big for law firms. Using our unique approach to content marketing, we help law firms engage with key market voices to gather insight and harness their credibility. Additionally, we help develop sub-brand communities to foster a culture of innovation and cooperation, which has limitless possibilities. We can even help you bring these voices together for a bespoke exclusive round-table style event for your own networking purposes. 

Whether it is social media, email or website content, Boss Digital can help law firms win hearts and minds of their prospective and current clients using comprehensive and cohesive content marketing strategies. This in turn results in more enquiries for your law firm, greater revenue and profit, and positive proof of strong return on investment. 

Key Considerations for Content Marketing for Law Firms

A content marketing strategy for law firms should take an omni-channel approach in order to appeal to as many potential clients as possible. However, at the same time, it’s important to identify the two most critical areas that law firms have total control over. Your email mailing list and your website content. Boss Digital’s content approach for law firms always places these objectives at the centre, making them the main priority. Once we’ve started to nail this, we then move onto other channels and activities to help you get the most out of your marketing.

descriptionYour Blog

Every law firm has a blog, but only a few law firms use their blog effectively. It should be a place of education, information and engagement for anyone who visits and it should be pitched to cater to a range of different levels of knowledge. The best modern blogs are now multimedia experiences. They will have short and long written content, opinion pieces, video content, audio content and much more. This content will also deal with a number of common scenarios and industries to make it as informative and interesting as possible. Getting blog content right is essential for law firms for three key reasons: growing levels of long-tail search engine traffic, getting more emails via data capture and most importantly, it contributes to your overall website SEO. 

Boss Digital have experience in supporting law firms to create a quality and unique blog that maximises the potential of their brand. 

campaignInfluencer Engagement

Having great content is fundamental for law firms, but it isn’t the absolute pinnacle. Content that you can harness directly from influential legal voices and innovative market disruptors is. These individuals are at the forefront of the changes in the legal market. As a result, their voice carries authority and also further serves to nurture and educate your audience. 

Influencer marketing is becoming increasingly popular within the legal industry as the process is digitally transformed and disrupted. By engaging with these voices, you can unlock a multitude of benefits for your legal brand. Firstly, on a personal level, you are networking and connecting with extremely influential and relevant people in your field, which might also provide future opportunities for partnerships or reveal unexpected business development opportunities. Moreover, the association with these names in the legal market gives your firm additional credibility and helps to raise your profile. 

Boss Digital can help you connect with the right voices in the legal market and assist you in capturing the best content. 

brushGraphics & Branding

One of the traps that law firms often fall into when it comes to content marketing is assuming that it needs to be solely text-based, staid and boring. When it comes to best reflecting your law firm, visual content such as images, designs or edits can be extremely effective to convey messages in a clear and concise, and potentially emotive manager. In addition, some of the more technical concepts in law can be explained better through the use of infographics. These can be extremely helpful for law firms to map out key concepts and ideas simply, so they resonate with the correct audience. At the same time, law firms can make their infographics in their brand colours, marking it as unique and helping you to stand out from your competitors. 

Boss Digital provide a bespoke custom branding package to accompany our content marketing services for law firms to ensure that your brand looks the part and reflects your brand ethos.

devicesChannel Strategy

Creating the right content is only half the battle for law firms. A lot of great content just simply falls through the cracks and becomes little more than noise because the content is not released through the right channels and on the correct platforms. Law firms are especially culpable when it comes to this because they don’t have the ability to spend time planning a cohesive and clear strategy. Social media, email, website content and print media should all be a part of a law firm’s channel strategy. When it comes to managing digital content flow, it’s best to use a content calendar to organise what copy and assets you are going to use. 

Boss Digital can help law firms decide what content is most appropriate for their channels and help you decide how best to release this content to have the maximum impact.

paidPaid Advertising

Law firms that are putting good content out on the right channels are close to getting it right, but they often still lose out on getting the widest audience for their content because they don’t utilise paid advertising properly. Paid advertising on a number of platforms can help law firms showcase key services, content and encourage visitors to take action to benefit the firm. Moreover, the wide scope of paid advertising means that you can specifically target key audiences that you define using parameters and demographics that best fit your ideal customer profile. By using paid advertising effectively, law firms can put themselves in front of people at every level of the sales process and gain greater levels of insight into what their customers like to see and why they engage with it. 

Boss Digital supports law firms with a fully managed paid advertising media plan and strategy to ensure your content is viewed by a wide and relevant audience, enhancing your brand credibility and strengthening the relationship between your firm and your clients.

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Other Services for Law Firms

As well as our full content marketing services, Boss Digital can help law firms maximise their potential with other marketing including: 

“For the cost of one internal marketing manager we’re able to have an entire team of content and digital experts, and without any of the overheads. Our results across social media, SEO, PPC and email have been transformed. It’s the beat money we spend each month.”

– Rick Miles, Head of Recruitment for Ark Teacher Training.

Case Studies

Read our case studies and discover how Boss Digital have supported other law firms already to get the most out of their content marketing campaigns culminating in ambitious and exciting projects, and amazing results.

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The Benefits of Content Marketing for Law Firms

A powerful content marketing strategy is important for law firms as it brings a range of benefits to your organisation, including:

With the legal market becoming more competitive with each passing day, having content is no longer just a unique selling point. Ambitious law firms that are trying new things and looking to innovate the industry are always going to catapult themselves into the eyes of their prospective clients because they will stand out from the crowd. Your content marketing strategy will be the best barometer for measuring how successful you are at raising your profile. 

A cohesive and effective content marketing strategy can do wonders for people’s perception of your law firm. By associating yourself with influential voices in law that are changing the industry, you can quickly start to absorb their credibility and build it into your brand identity, which enhances your reputation further. With the state of law constantly changing, there is never a better time to appear as a disruptive innovator in the market, as these law firms are viewed as exciting.

Content marketing for law firms should always be designed in mind to attract interest in your brand and to encourage people to sign up for your emails, or make direct enquiries. If you are able to tell the story of your law firm in a clear and cogent manner, you have a better chance of people buying into your story and choosing your legal services in the future. What’s more, as this will become more compelling over time, it makes it an infinitely scalable way to identify new business opportunities.

As is the case with every law firm, the end goal of content marketing should be to generate more business. As your content marketing strategy will place your business at the centre of your market and in the eyes of your prospective clients. By pushing yourselves and your content into their minds, your law firm has the best chance of getting more enquiries and better enquiries leading to increased revenue and a greater ROI.


Since it began in 2016 influencer marketing has become a recognised industry that’s generated billions in revenue for countries around the world. That doesn’t mean it’s right for every business, though.

As a law firm, how would using an influencer improve your brand’s credibility and generate revenue? Choosing an ambassador who reflected your values would be of paramount importance.

Then there’s the question of which platform to use. Should your influencer videos appear on TikTok, YouTube, or Instagram? Choosing the right delivery method is as vital as choosing the right personality to front your brand.

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Graphic design matters in marketing but is frequently overlooked. Attractive visuals when used in the right places and quantities can help make a brand memorable, visible, and communicate its values.

Graphics must be used consistently alongside other forms of content to prevent brand confusion that might otherwise cause prospects to exit the sales journey,

Additional Content Marketing Considerations for Law Firms

Boss Digital are ready and waiting to talk to law firms that want an outstanding content marketing strategy to help them stand out from the crowd. As a final aspect of campaign planning, we consider these additional factors to give your campaign the best chance of succeeding:

border_colorSubject and Format

Law firms need to be clear about what they are talking about and who they want to talk to. It’s critical to pick topics that are interesting and relevant to their audience, as well as resonating effectively with them. Once you’ve ascertained what you are talking about, you need to select the best format for expressing your message, be that video, imagery or text-based content.

flagThe Objective

It sounds obvious, but what is the content actually going to achieve for your law firm? You may have a variety of different goals ranging from educating and informing, to targeting new audiences and improving your performance in the search engine, as well as many other things. When you are deciding on an objective for your law firm, it’s important to also make sure it is consistent with your sales funnel.

desktop_windowsChannel Activity

Law firms that make great content need to still have the best placements for their content to get the best impact. Sharing content on as many platforms as appropriate is a great way to utilise the maximum benefits of a single piece of information, for example sharing a blog on social media and in an email. However, it’s important to make sure that the content is appropriate for the channel and the intended audience.

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Download our ultimate guide to marketing for law firms and check out other helpful marketing resources for legal sector companies below:

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