Whether you’re a seasoned professional or just starting out in 2023, there are a few trends relating to content for law firms to be aware of.
Lights, Camera, Action
While video has often been king in many industries – with users watching a 19 hours of video content each week – but in the legal industry, it appears to be largely untapped by most. Expect to see more short, insightful videos on a range of platforms this year. Short-form video is great for your brand. You can produce more content in less time — plus, viewers are more likely to engage with a shorter video that gets straight to the point.
High-Impact Content
There will always be routine content showcased but corporate clients will expect more high-impact content to capture their attention in the labyrinth of LinkedIn. High-impact will include displaying milestone transactions and precedential cases but briefly and clearly explaining why.
Humans work with Humans
Lastly, don’t be afraid to show empathy and human-focused content. Many law firms have often struggled with showing their human side to their audience. But with users increasingly turned off by overly promotional content that reads like advertising, remaining authentic and human is more important than before. Following COVID-19, clients want genuine connections, as well as the vital commercial, legal and technical knowhow.
With the next generation of clients and decision-makers interested in the myriad of global challenges we face, it will be important to genuinely highlight social responsibility in your content – including environmental initiatives, social equality, and much more.
