A practical guide to content marketing strategy for leading law firms | Grist



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A practical guide to content marketing strategy for leading law firms

We believe this will be the year content marketing comes of age for the legal sector. 

Firms that formally align their content with their broader marketing strategy, to ensure they meet clients’ needs as well as their own, will prosper. Those that don’t will fall by the wayside.

To help you, we have created A practical guide to content marketing strategy for leading law firms’, packed with tips and examples of best practice content marketing from over 15 years’ experience in the sector.

We hope you find our guide insightful and just the inspiration you need to ignite your content marketing this year.


Getting started

What you want
What clients want
The sweet spot

Understanding your audience

Using audience profiles
The devil in the detail
Triggers to purchase

Content with a purpose


The audit

What you have
How good is it?
What you need

The editorial calendar 

A focal point for communication
Choosing your topics
A framework for review

Creating quality content

Planning the work
Doing your research
Using a style guide

Maximising the opportunity

Your own channels
Social media
Paid media

Measuring, not counting

Where does your traffic come from?
What do users view?
What do they do?