Exploring the world of law firm content marketing

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Law firms are continually seeking new ways to differentiate themselves in a highly competitive industry. One of the most powerful tools they use is content marketing. Understanding how firms position themselves in the market can offer valuable insights, especially when it comes to choosing where to apply and preparing for interviews.

How do law firms demonstrate their marketing efforts?

A law firm can effectively demonstrate its expertise through a strong content marketing strategy by producing thought leadership content such as articles, blogs, videos and events. This not only enhances the firm’s visibility, but also positions both individuals and the firm as trusted authorities to potential new business opportunities. Paula Zirinsky demonstrates: “It is about building deeper relationships – and trust – with clients and prospects as opposed to merely conveying messages to persuade them to act.”

What are law firms doing to stand out?

• Monitoring emerging issues: Beyond the intelligence lawyers gather from direct conversations with clients, it is essential to monitor emerging issues that clients face and align their focus on these themes to stay relevant to in-house audiences.
   
• Benchmarking against their competitors: Firms measure the effectiveness of their content marketing efforts against those of their peers to identify their market position, spot whitespace, inform strategic decisions and enhance marketing effectiveness.
   
• Targeted distribution of their content: This helps to ensure that their messaging reaches the right audience at the right time in their buying cycle.
   
• Measuring success strategically: By measuring the success of their content, firms can attribute their marketing efforts and ensure that these align with the wider commercial goals of the firm. An example of this is the use of advanced analytics tools and application programming interfaces (APIs) to combine data from different sources for seamless analysis.
   
• Automation:  Finding ways to reduce manual tasks and save time is crucial and productivity can be optimised using automation – for example, sharing published content automatically to lawyers’ LinkedIn pages to build personal networks and visibility. Nancy Myrland emphasises that individuals cannot rely on firms to post their content and stresses the importance of sharing content natively on their own channels.

Top tip!

Compare different firm websites and social channels to understand their style, as well as key initiatives and how they engage with their audience. It is a great way to get a feel for their culture and understand the expectations of a junior lawyer. It is worth researching what junior lawyers are writing about in an area where you have interest and understanding what impact they are making. Is that something you could see yourself working on?

Why is content marketing important?

The Edelman 2025 B2B Thought Leadership Impact Report stated, "producing content with a clear target audience that addresses specific problems is crucial. In the B2B landscape – where hidden buyers and deal influencers operate behind-the-scenes – precision in messaging is paramount.”

Similarly, the 2024 Passle Survey that surveyed 200 general counsel and 100 chief marketing officers across the United States and the United Kingdom reinforced this message, “by consistently producing timely and relevant content, law firms can position themselves as go-to authorities in their field. This is crucial, as 61% of GCs prioritise suppliers who keep them informed about industry developments.”

What is an example of a legal intelligence platform used in the industry?

Lexology is the number one global legal intelligence platform with over 925,000 subscribers, including 60% in-house counsel.

Lexology helps legal professionals to mitigate risk, stay abreast of changes and find expert counsel through insights, forward-looking analysis, and expert guidance.

How do law firms use Lexology for marketing and business development efforts?

One product used to maximise the impact of a firm’s existing content, helping them to build their presence, is the legal industry’s smartest, data-driven client and practice development solution, Lexology Intelligence.

Lexology Intelligence can save time and gain efficiencies via automated monitoring of a firm’s website with granular, AI-driven tagging and distribution in the Lexology daily newsfeed. They can access advanced data tools to optimise their current strategy and take content development to the next level.

How can you get involved?

If you want to stay informed and build your commercial awareness, sign up for the LawCareers.Net Newsstand, powered by Lexology. It is a free, customised newsletter that delivers the latest legal insights to your inbox, tailored to your chosen work areas and jurisdictions:

Laura Ellison is a senior product marketing manager at Lexology.