Content Marketing for Lawyers: Strategies and Trends in 2024

While “content marketing” has become a buzzword in today’s business landscape, this inbound marketing practice is widespread and highly effective in increasing your impact. Whether you’re a solo practitioner, partner in a law firm, or part of a larger legal organization, you can leverage content marketing to generate awareness of and interest in your services. 

Unlike other industries, content marketing for lawyers requires a unique approach to target clients’ needs while effectively engaging them. 

This article explores the latest content marketing strategies and trends tailored for the legal industry in 2024. It provides insights on how law firms can adapt these strategies to grow their practice and leverage expert support to enhance results.

Why Content Marketing for Law Firms Matters

Content marketing for law firms significantly increases visibility and credibility. It helps you land more clients by showcasing your expertise and thought leadership in your practice areas. Your firm can build trust and establish a solid online presence by providing valuable information and addressing common legal concerns.

Ultimately, launching a content marketing plan will considerably improve your lead generation. Real estate, title, and legal businesses also typically work within a local market, so content marketing strategies allow you to target your local customer base, ensuring your efforts reach the right audience and contribute to business growth.

Six Smart Content Marketing Strategies for 2024

A high-quality content plan will ensure you send the right message to potential clients. Your content will build brand authority and impact and draw new clients to you when they’re ready to procure services. 

Here are six areas of content marketing for lawyers to focus on when developing an effective strategy.

1. Conduct Comprehensive Keyword Research

Keyword research is fundamental in the legal industry since potential clients are likely seeking answers to specific questions.

SEO-optimized content will have a better chance of ranking on search engines, and finding the right keywords is essential to SEO. Knowing your target audience and their unique needs and incorporating keywords naturally into your content will make your website and services more accessible.

One way lawyers can improve search engine ranking is to use long-tail keywords. More specific than common keywords, long-tail keywords get less search traffic but are more likely to convert since they are more targeted. For example, incorporating long-tail keywords like “best personal injury lawyer in [city]” or “how to choose a divorce attorney” can help you reach potential clients who are actively seeking legal services in their specific location or those with particular needs.

Firms can use tools like Google Keyword Planner and SEMrush to conduct in-depth keyword research tailored to specific legal services and geographic areas. Analyzing competitors’ keywords to identify opportunities is another strategy to help your firm boost its SEO and differentiate itself from the competition.

2. Create Valuable and Relevant Content

Tailoring content to specific practice areas ensures the information is relevant and valuable to potential clients. Rather than producing content that only promotes your firm, prioritizing clients’ needs in the content creation process will address their concerns, prove your commitment to serving them, and build trust and credibility.

For example, a divorce attorney could write articles about mediation, child custody, and alimony. A real estate lawyer might create content on property transactions, title disputes, and zoning laws.

Content marketing for lawyers should also resonate with people on a personal level. Sharing personal stories, stories about your firm’s impact, and client testimonials can establish a strong connection with your audience.

Keeping your content specific, tailored to your audience, and focused on their needs will help you build thought leadership and nurture a robust client base.

3. Repurpose Existing Content

Repurposing old content is an efficient way to keep your marketing output fresh and relevant. By updating and resharing existing content, lawyers can reach new audiences without creating material from scratch, saving time and money.

Ways that you can refresh your outdated content include:

• Updating information with current data and insights.
• Checking and updating old links.
• Converting blog posts into different formats, such as infographics, white papers, or videos.
• Updating references to services you no longer offer or adding information to promote new offerings.
• Sharing older content on new social media platforms.

4. Measure Your Effectiveness

What gets measured gets managed; monitoring the performance of your content marketing campaigns allows you to make ongoing adjustments and refine your strategy. Inconsistent or lackluster content will fall flat, and you’ll have spent valuable time creating material that doesn’t produce a return. 

Setting and tracking marketing KPIs over time allows you to optimize campaigns for smarter spending, realign campaigns with your goals, and make more informed decisions.

Systemizing your content marketing efforts will help you monitor your campaigns more efficiently. Project and content management tools allow you to optimize content creation, distribution, and tracking, while analytics tools enable data-driven reporting and strategy improvements.

To gauge the effectiveness of your content, focus on these key metrics:

• Form submissions, such as a contact form
• Call-to-action page traffic, such as contact or consultation pages
• Website visits
• Bounce rate
• Click-through rate 
• Cost per lead

5. Don’t Underestimate Video Content

Video has become one of the most popular and influential mediums online. This form of content works in every part of the sales funnel and is vital for businesses as more people want to learn about companies through videos. 

Content marketing for lawyers should incorporate video to reach a broader audience. Hubspot’s latest research found that short-form videos—videos under 60 seconds—are the number one format marketers use and will see the most growth in 2024. Short-form videos also have the highest ROI of any social media marketing strategy.

Integrating animated videos into your content marketing plan can significantly enhance engagement. Videos are more interesting and shareable than static content, and they’ll help your firm connect with its audience on a deeper level.

6. Leverage Paid Content Strategies

Paid content or Pay-Per-Click (PPC) advertising can complement your content marketing efforts and increase click-through rates. While your content will create value and aim to boost organic search traffic, paid ads will increase your visibility by appearing high in search results. This comprehensive approach will boost conversion as PPC campaigns deliver visitors who are ready to pay for services directly to your site. 

Partner with TitleTap for Impactful Law Firm Content Marketing

If you’re just getting started with content marketing or want to enhance your current efforts, enlisting expert help can save you time while amplifying your impact. TItleTap is a trusted partner who understands your business. Content marketing for attorneys requires industry-specific expertise; partnering with TitleTap will boost your online presence and drive results.

TitleTap’s complete marketing solution for law firms streamlines content creation, freeing up your time and resources so you can focus on building client relationships and driving business growth. You’ll have ongoing support and a dedicated team who wants your firm to succeed.

Discover the difference TitleTap can make in your content marketing—no contract needed. 

Ready to learn more? Schedule a demo today.