One of the biggest misconceptions that gets thrown around about content marketing is that it’s “basically free, since you’re just writing stuff…”

If only that were true.

In reality, content marketing can be an expensive form of marketing if it’s done wrong, and not just expensive for your wallet. It’s easy to lose yourself in the numbers of your other facets of marketing, like SEO, AdWords, etc. because those have monetary values, and writing is seen as just writing that you can make “for free” to fill in your online presence. This is very misleading. While you may not be physically spending money on the content you’re creating (unless you’re paying a content writer), it can be expensive in other ways if you’re not careful. Here’s a few tips to help you save time, energy, and yes, money, when it comes to making the best online legal content.

Make it Yours

Look, hiring a writer or some other form of outside help to aid in your content creation can be very beneficial in certain ways, but no matter what happens, you have to ensure that every piece of content that gets created has your particular “voice” set to it. The more your content is imprinted with your/your firm’s voice, the more efficacious it will be in bringing in quality clients who already have a sense of understanding of who you are and what you stand for. Edit and review the content that is being made to make sure it aligns properly with your voice.

Make a Schedule and Follow It

One of the banes of legal content marketing can be trying to find time to actually create said content for your blogs, social media accounts, etc. Commit yourself to a specific schedule that will give you time to create high quality posts. It can seem intimidating to see those chunks of time taken out of every day/week, but rest assured that the more you follow a set schedule, the less time you’ll spend trying to create content in the long run.

Be Proactive

Even the best content can get beat out by a competitor who is more proactively engaged in their online content marketing. Just like previously stated, if you set aside time to diligently work on the metrics of your marketing campaign, the more your content will be spread to potential clients. Not only that, but you will be able to “trim the fat” so to speak on your various marketing plans. If you just plug money into a basic marketing plan and then don’t every check up on it, it won’t really matter if you’re writing great, engaging content, if there’s nobody to actually engage with. This can be a tricky skill to master, but the more you’re able to confidently maintain a flexible campaign, the more bang for your buck you’ll get on your content.


Legal content doesn’t all have to be website blog posts. Expand a bit. You may find that it’s easier, and perhaps cheaper, to create content such as podcasts, video Q&A’s, video blogs, or even just focusing on social media. Some law firms find tremendous success in video marketing, such as a YouTube channel, or simply creating and sharing brief videos across different social media platforms. That way you save your fingers a little bit of typing strain, and show yourself more to potential clients. Videos can often be fairly simple to create, and with the right skills/help, you can edit a video to be clean, well-paced, and overall very simple. Just like the last tip says, if you become stagnant in the way you produce and put forth content, you’ll end up losing much more than just money.

Online legal marketing has the best return on investment among all of its competing fields. The more you dedicate time and money to creating the best marketing plan with the finest content, the higher that ROI will be for you. Overall, as with all marketing plans, content marketing should be viewed as a long-term investment, and if you’re able to do things right, you’ll end up maximizing your investment in the long run, because that’s what it’s really all about. There are many ways you can get outside help for managing a legal marketing campaign. You don’t have to do it on your own. Deep Magic Marketing specializes in exactly this type of online marketing, and have proven time and time again to have a highly successful method of marketing management.