Content Strategy for Law Firms. How it Should Look in 2025

As we look ahead to 2025, the legal landscape is evolving at an unprecedented pace. The rise of AI-infused digital technology, changing client expectations, and the increasing importance of brand distinctiveness are reshaping how law firms approach their marketing strategies. In this article, we will explore what an effective content strategy for law firms looks like in 2025, grounded in evidence-based marketing principles and best practices.

Content is King, but Context is God

Let’s start with a bold statement: content alone will not drive success for law firms in 2025. While the adage “content is king” has been a guiding principle for marketers, the reality is that context is what will elevate your content strategy to new heights. According to research from the Ehrenberg-Bass Institute, brands that understand their audience’s context—what they need, when they need it, and how they prefer to consume it—are significantly more effective in driving engagement and conversion (Sharp, 2010).

Byron Sharp’s groundbreaking research demolishes several common law firm content myths:

1. The differentiation delusion: Most firms try to differentiate through “thought leadership” content. Sharp’s data shows perceived differentiation explains very little of brand choice.
2. The targeting trap: Firms target narrow client segments with specialized content. Sharp’s evidence shows broad reach is more effective.
3. The consistency conundrum: Firms constantly change their content themes. Sharp’s research proves consistent distinctive assets are more powerful.

As Dave Trott’s analysis shows, people only remember about 4% of content they see. Your complex, jargon-filled legal articles have zero chance of making that cut. Trott’s research indicates you need to be:

• Simple
• Distinctive
• Memorable
• Consistent

Les Binet and Peter Field’s analysis of over 1,000 marketing case studies shows that effective marketing must connect emotionally with audiences. Yet law firms persist in creating self-centered content that positions themselves as the hero rather than the guide in their clients’ stories.

The StoryBrand Framework Changes Everything

The genius of the StoryBrand framework (of which we are Accredited StoryBrand Coaches) is that it aligns perfectly with how the human brain processes information through story. As author of the framework, Donald Miller explains, when you position your client as the hero and your firm as the guide, you tap into the fundamental story structure that humans have used to make sense of the world for millennia.

For law firms, this means:

1. Make the Client the Hero: Stop talking about your firm’s history, awards and credentials. Start focusing on your client’s challenges, aspirations and journey.
2. Position Your Firm as the Guide: Show empathy for their problems and demonstrate authority to help solve them. But remember – you’re Gandalf, not Frodo.
3. Give Them a Clear Plan: Outline simple steps that show how you’ll help them overcome their challenges. Complexity is the enemy.
4. Call Them to Action: Make it crystal clear what they need to do next to engage your services.

The Evidence for Story-Based Content

The research supporting this approach is compelling:

• Green and Brock’s transportation theory shows that stories are significantly more persuasive than rational arguments
• Studies by Neuroeconomist Paul Zak found that character-driven stories consistently cause oxytocin synthesis
• Les Binet’s analysis demonstrates that emotional storytelling outperforms rational messaging in professional services

Challenge Conventional Wisdom

Many law firms still cling to the outdated notion that producing a high volume of content is sufficient for success. This approach is not only inefficient but also ineffective. The legal market is saturated with generic articles and blog posts that fail to resonate with potential clients. In fact, a study by HubSpot found that 70% of marketers are actively investing in content marketing, yet only 30% believe their content is effective (HubSpot, 2021). This disconnect highlights the urgent need for law firms to rethink their content strategies.

Data-Driven Support

To illustrate the importance of context, consider the following data points:

1. Client Preferences: A survey by the American Bar Association revealed that 77% of clients prefer to research legal issues online before contacting a lawyer (ABA, 2020). This means that law firms must create content that addresses these issues in a way that is easily accessible and relevant to potential clients.
2. Search Behaviour: According to Google, 76% of people who search for something nearby visit a business within a day (Google, 2021). For law firms, this means that local SEO and contextually relevant content are critical for attracting clients who are ready to engage.
3. GEO Content: This month marked the first time ever that Google lost search share. It’s indicative of the changing search habits of people. Law firms need to be considering GEO (generative engine optimisation) with their content strategy.
4. Content Consumption: A report by the Content Marketing Institute found that 70% of consumers prefer to learn about a company through articles rather than ads (CMI, 2021). This underscores the need for law firms to focus on informative, valuable content that builds trust and authority.

Strategic Implications

The implications of these insights are clear: law firms must prioritise context over volume in their content strategies. This means understanding the specific needs and preferences of their target audience and tailoring content accordingly.

The Strategic Framework for Content Strategy in 2025

To develop a successful content strategy for law firms in 2025, consider the following framework, which is grounded in evidence-based marketing principles:

1. Define Your Audience

Understanding your audience is the cornerstone of any effective content strategy. Use data analytics and client feedback to create detailed buyer personas that capture the demographics, pain points, and preferences of your target clients.

Actionable Guidance: Conduct surveys and interviews with existing clients to gather insights about their legal needs and content preferences. Use this data to refine your buyer personas.

2. Establish Clear Objectives

Your content strategy should align with your overall business goals. Whether you aim to increase brand awareness, generate leads, or enhance client retention, your content should serve a specific purpose.

Actionable Guidance: Set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals for your content strategy. For example, aim to increase website traffic by 30% over the next six months through targeted content marketing efforts.

3. Create Valuable, Contextual Content

Focus on producing high-quality content that addresses the specific needs of your audience. This includes blog posts, articles, videos, podcasts, and infographics that provide valuable insights and solutions.

Actionable Guidance: Use keyword research tools to identify relevant topics and questions that your audience is searching for. Create content that answers these queries in a clear and engaging manner.

4. Optimise for Search, Local Visibility & AI 

In 2025, search engine optimisation (SEO) will remain a critical component of content strategy. Ensure that your content is optimised for relevant keywords and phrases, and focus on local SEO to attract clients in your geographic area. Also, incorporate a GEO facet to your strategy generally.

Actionable Guidance: Implement on-page SEO best practices, such as using relevant keywords in titles, headings, and meta descriptions. Additionally, create location-specific content that highlights your firm’s expertise in local legal matters.

5. Leverage Multiple Channels

Your content should be distributed across various channels to maximize reach and engagement. This includes your website, social media platforms, email newsletters, and legal directories.

Actionable Guidance: Develop a content distribution plan that outlines where and how you will share your content. Use social media analytics to identify which platforms yield the highest engagement and adjust your strategy accordingly.

6. Measure and Analyse Performance

Regularly assess the performance of your content to determine what is working and what needs improvement. Use analytics tools to track key metrics such as website traffic, engagement rates, and conversion rates.

Actionable Guidance: Set up Google Analytics and other tracking tools to monitor the performance of your content. Use this data to refine your strategy and make informed decisions about future content creation.

7. Foster Engagement and Community

Building a community around your brand is essential for long-term success. Encourage engagement through comments, social media interactions, and email communication.

Actionable Guidance: Create opportunities for clients and prospects to engage with your content, such as hosting webinars, Q&A sessions, or online forums. Respond promptly to comments and inquiries to foster a sense of community.

The Role of Technology in Content Strategy

As we move into 2025, technology will play an increasingly important role in shaping content strategies for law firms. Here are some key technological trends to consider:

1. Artificial Intelligence and Automation

AI tools can help law firms streamline content creation, optimise SEO, and analyze performance metrics. For example, AI-powered content generation tools can assist in drafting articles and blog posts, while analytics platforms can provide insights into audience behavior.

2. Personalisation

Personalised content is becoming a standard expectation among consumers. Use data analytics to tailor content to individual client preferences and behaviours, enhancing the overall client experience.

3. Video and Visual Content

Video content is rapidly gaining popularity, with studies showing that 84% of consumers prefer to watch a video than read about a product or service (Wyzowl, 2021). Law firms should incorporate video content into their strategies, such as explainer videos, client testimonials, and educational webinars.

4. Voice Search Optimisation

With the rise of voice-activated devices, optimising content for voice search is becoming increasingly important. This means focusing on natural language and conversational keywords in your content.

Conclusion: A Call to Action

As we approach 2025, law firms must recognise that a robust content strategy is essential for success in a competitive landscape. By prioritising context over volume, leveraging technology, and focusing on audience engagement, law firms can create a content strategy that drives growth and builds lasting client relationships.

Strategic Action Steps

1. Conduct Audience Research: Invest time in understanding your target audience’s needs and preferences.
2. Set Clear Objectives: Define specific goals for your content strategy that align with your business objectives.
3. Create High-Quality Content with StoryBrand: Focus on producing valuable, contextual content that addresses your audience’s pain points.
4. Optimise for SEO & GEO: Implement best practices for search engine and generative engine optimisation and local visibility.
5. Leverage Technology: Embrace AI, personalisation, and video content to enhance your strategy.
6. Measure Performance: Regularly analyse your content’s performance and adjust your strategy accordingly.
7. Foster Engagement: Build a community around your brand by encouraging client interactions and feedback.

The firms that embrace this approach and implement it properly will win in increasingly competitive legal markets. Those that continue with self-centered marketing will struggle to connect with potential clients.

The choice is yours – continue with marketing that positions your firm as the hero, or embrace a proven framework that puts your clients at the centre of the story.

The template is clear. The evidence is compelling. The only question is whether your firm has the strategic patience to implement it properly. In our my experience, most don’t.

Need help? We’re the only StoryBrand Certified Agency for law firms internationally. 

References

– American Bar Association. (2020). Legal Technology Survey Report.
– Content Marketing Institute. (2021). B2B Content Marketing Benchmarks, Budgets, and Trends.
– Google. (2021). The Importance of Local Search.
– HubSpot. (2021). State of Marketing Report.
– Sharp, B. (2010). How Brands Grow: What Marketers Don’t Know.
– Wyzowl. (2021). The State of Video Marketing.