LinkedIn has outgrown its initial purpose of being a platform for recruiting and networking.
Today, LinkedIn is a premier content platform. Here are 39 relevant content ideas for attorneys and lawyers to win potential clients.
Let’s jump in!
Why Should Attorneys and Lawyers Post on LinkedIn?
LinkedIn is a powerful platform for growing your professional network and establishing yourself as an expert in your field. LinkedIn can be an especially valuable tool for marketing your services and reaching potential clients.
By posting regular updates and engaging with other users, you can build a strong presence on LinkedIn, boosting your visibility and credibility.
In addition, LinkedIn offers a number of features that can be useful for attorneys, such as the ability to join industry-specific groups and the option to showcase your work experience and skills.
LinkedIn should be a key part of your marketing strategy if you’re looking to grow your law practice. Now that you know how LinkedIn can help you grow your law practice let’s dig into the content ideas to get your creative juices flowing.
LinkedIn is great for posting content specific to your clients’ needs. You can provide valuable tips and advice to help them in their time of need. By posting helpful content on LinkedIn, you can show your clients that you are the right attorney for them:
- Offer tips or advice on common legal issues
- Offer tips for working with attorneys, such as what to share with your attorney and why
- Explain complex legal concepts in layman’s terms
- Offer tips on how to save money on legal costs
- Offer advice on how to choose the right legal representation
- Offer advice on how to resolve a dispute without going to court
- Offer advice on what to do if you’re arrested or detained by the police
- Offer advice for businesses or individuals looking to avoid legal problems in your field
- Discuss the pros and cons of different approaches to resolving disputes
- Offer advice on how to spot a “good” lawyer vs. a “bad” one
Thought Leadership and Authority
As an attorney, LinkedIn can be a powerful platform to demonstrate your thought leadership and build authority in your practice area. To help you get started, I’ve listed some topic ideas to help you get on track to becoming a thought leader within your community:
- Share interesting case studies
- Share blog posts or articles you’ve written on legal topics
- Discuss changes in the law that could affect your clients or industry
- Host a webinar or podcast on a legal topic
- In-depth topics in your branch or field
- Give your thoughts on a recent Supreme Court ruling or another major legal news story
- Publish long-form content, such as an eBook or white paper, on LinkedIn Pulse
- Discuss high profile cases in your field to establish authority
- Share your thoughts on access to justice and the legal system
- Offer tips on how to prepare for a court case or hearing
- Share your views on the impact of technology on the legal industry
- Write about common misconceptions in your field
- Discuss the different stages of a legal case in your field, from investigation to trial
Being overly self-promotional isn’t advised, but that doesn’t mean you shouldn’t ever do it. Tooting your own horn from time to time is perfectly fine, especially if you have something big or exciting to share.
Just be sure that the content you’re sharing is actually interesting and would be of value to your target audience, like some of these ideas:
- Highlight successes you’ve achieved for clients
- Showcase your law firm’s community involvement or pro bono work
- Share client testimonials or reviews of your law firm
- Introduce audience to your team members and highlight their expertise
- Share your experience of dealing with a difficult legal case
- Explain the different types of legal services that are available
This content goes hand-in-hand with thought leadership content and is designed to increase your law firm’s visibility and expand your reach.
When posting this type of content, aim to add value and be helpful rather than promotional. Some content ideas include:
- Congratulate fellow attorneys or law firms on recent successes or milestones
- Re-share content from other thought leaders in the industry
- Ask questions to solicit feedback and ideas from others
- Post your content in relevant LinkedIn Groups
- Use polls to do research or simply to drive discussions and engagement
- Offer tips for lawyers who want to progress in their careers
- Offer tips for lawyers who want to start their own practice
There’s a lot of mileage you can get with relatively few content ideas when it comes to useful resources for potential clients in need of legal advice.
This type of content clearly demonstrates your expertise and builds trust because you’re offering value while asking nothing in return. Some of the ideas include:
- Offer free resources, such as downloadable guides or checklists
- Share infographics or other visuals that explain legal concepts in an easy-to-understand way
- Create a checklist on the course of legal action potential clients should take in your field
Tips on How to Get the Most Out of Your Content
If you want to make the most out of the content you post on LinkedIn, then you need to ensure that it is high quality and interesting to your audience. Mediocre results will not get you very far. Here are some tips on how to do just that.
Research Your Audience
By far, you’ll get the best results by catering to your ideal clients with your content. Create what’s called a Buyer Persona and start thinking in terms of how to create the most relevant content to your ideal client.
Keep it Short and Concise
While you want your content to be high-quality, you also don’t want to write War and Peace every time you hit publish. For example:
- Keep your posts around the 300-word mark
- Short form videos under 3 minutes
- Live streams under 1-2 hours at the most
- Articles around 1,500-2,000 words
Important note: break any of these tips without hesitation if the content warrants it.
Make Use of Multimedia
Break the monotony of text with high-quality, relevant multimedia. Whether it’s images, videos, infographics, graphs, charts, etc.
Appeal to Emotion
This doesn’t mean to be sappy. Instead, demonstrate you understand what your potential clients are going through and feeling. It humanizes you and your law firm or brand.
Use calls to action (CTA)
Create content with purpose and always have a call to action at the end. Ideally, you want to drive traffic to service pages on your website. Don’t be overly pushy and promotional, and add value first before asking for something in return from your audience.
Hashtags allow you to reach a specialized and relevant audience within a topic that otherwise wouldn’t see your content. 2-5 hashtags per post are enough. Stuffing more hashtags than that is going against the best practices guidelines.
Be smarter about it. Don’t just repost old content repeatedly on different, or even worse, the same platform. For example, chop blog articles and long videos into shorter content and post that. Just make sure that the new content can stand on its own.
Keep an Eye on Your Analytics
It’s important to keep an eye on your analytics so you can see what’s working and what’s not. LinkedIn provides detailed insights for each of your posts, so you can see how many people are engaging with your content and what type of content is performing the best. Use this information to adjust your content strategy as needed.
Best LinkedIn Content Types for Attorneys
The more content you publish and the more content types you utilize, the better. But let’s be realistic. No one has the time or the resources to consistently use every single type of content regularly across different channels. For this reason, let’s examine the content type that offers the biggest bang for the buck.
Native video and live streaming are amazing content types for attorneys on LinkedIn. Potential clients will want to see you and hear you speak. Additionally, video is not only the future of online content, but in many cases, it’s the present too.
Native video is video content created and hosted on the LinkedIn platform as opposed to embedded video from other platforms. You want to create native video because it simply does better because every platform will always push content designed to keep the users on the platform. Live streaming is amazing for the brand and authority-building benefits it produces.
Posts are short-form content that typically does well on LinkedIn. Plus, it’s easier to produce than long-form content. If you are serious about consistently posting content on LinkedIn, you will want to post there several times per week, if not more. You can create image posts, text posts, or combine both in a single post for maximum effect.
Articles are medium to long-form content meant to go more in-depth into a topic than posts, for example. Aim for your articles to be 1,500-2,000 words long and treat them like you would regular blog posts.
Include images, videos, and links. You can even re-post blog content from your website as LinkedIn articles. Just make sure you link to the original blog post to indicate to search engine algorithms which content they should prioritize when it comes to ranking.
By posting relevant, valuable, and engaging content on LinkedIn, you can attract potential clients, establish yourself as an authority in your field, and build relationships with other professionals.
In this article, I’ve shared 39 different types of content you can post on LinkedIn, as well as tips on getting the most out of your content. I hope you find these ideas helpful and that they help you achieve success on LinkedIn!