In an article I wrote long ago, I encouraged law firm managers and owners not to manage by email. Email is mainly ineffective for conveying messages or instructions to specific employees. Emails can be helpful when conveying firm-wide messages. They can also be used if a law firm is trying to document something for legal purposes with a specific employee. However, email can often be misinterpreted. Frequently, somebody can read an email and take it the wrong way. They may think somebody is upset when they are not, or they might think something is clear when it is vague. Employees Are Not Reading Your Emails Another drawback of sending many emails within your law firm is that few employees read them. Law firm managers and owners often send detailed instructions to other employees, which could involve legal or administrative tasks they want completed. However, with the voluminous number of emails flying on a given day, many employees are not even reading your emails. If they are reading them, they may just be glossing over them quickly. Emails sent after hours are read with even less frequency than emails sent during work hours. this reason, when a law firm owner or manager wants to convey an essential message to an employee, it is almost always better to speak to that person directly. If that is not possible, calling that employee on the phone or having a virtual meeting with them can be far more effective. A law firm owner or manager can email to follow up on the conversation and document it. However, if the instructions are emailed, the employee often has not even thoroughly read the email. They Should Read My Emails Upon hearing this, many law firm managers and owners insist that employees read their emails. They might think the employee is disrespectful or insubordinate by not reading their emails. The reality, however, is that if the law firm manager or owner wants a task done, they need to walk down the hall and talk to somebody, call them, or do a virtual meeting with that employee. Talking to somebody directly increases the chances of the task being done correctly. On the other hand, if the law firm manager is firing off instructions via email, the chances of that task being done correctly infinitely decrease. A law firm manager or owner can insist on sending lots of emails. However, if the emails are not working, the law firm manager or owner needs to change by communicating less by email.

The legal profession, steeped in tradition and hierarchy, is undergoing profound generational shifts that challenge the way law firms operate internally. These shifts reveal the complexities of managing intergenerational leadership and highlight the need for firms to adapt to a rapidly evolving landscape. The Evolution of Leadership in Law Firms Traditionally, law firms have been led by senior partners who rose through the ranks, often dedicating decades to their firms with an implicit understanding of long-term loyalty and eventual leadership. This model emphasized extensive hours, sacrifice, and the eventual reward of equity partnership. However, the career mindsets of younger generations have upended this traditional trajectory. When I was young in my career, the expectation was 60-hour work weeks. The M&A attorney in the office next to me even had a sleeping bag in his office. Unfortunately, I bought into that leadership mentality, and my expectations for my staff were often unrealistic and perfectionist. Over the years, I have realized how important understanding generational influences and expectations can be in altering your career trajectory and how you lead. Today, younger lawyers approach their careers with a vastly different set of priorities. For many, the goal of making partner holds less allure, and work-life balance is a non-negotiable cornerstone of their professional lives. This generational shift is not inherently negative; in fact, younger lawyers’ ability to set clear boundaries and advocate for balance is commendable. However, these boundaries often collide with senior leadership’s expectations and working styles, creating friction within firms. The Challenges Facing Leadership Leadership in law firms now faces the dual challenge of honoring the well-established demands of client relationships while navigating internal generational dynamics. Increased Pressure on Leadership: Senior leaders are more taxed than ever as they strive to bridge the gap between maintaining client satisfaction and accommodating the workstyles of younger lawyers. While young attorneys excel at setting boundaries, firm leaders’ responsibilities often extend beyond their own professional boundaries—responding to clients at all hours, mentoring associates, and driving business development. The result is a leadership cohort at risk of burnout as they shoulder the burdens of these shifting expectations. Client Expectations in a Changing Landscape: Clients themselves are evolving. They demand efficiency, innovation, and responsiveness, leaving little room for the traditional methods of operating that once characterized the legal sphere. As client needs evolve, law firm leaders must adapt and ensure their teams align with these expectations while maintaining internal harmony. How Leaders Can Embrace Change and Be Impactful Adapting to these generational and client-driven changes requires intentional strategies. Below are a few actionable approaches for law firm leaders: Foster Open Communication: Leaders must prioritize transparent, consistent dialogue across all levels of the firm. Understanding younger lawyers’ motivations, challenges, and goals can help bridge the generational divide. This includes creating forums for associates to share their perspectives and leadership to share insights into the broader business implications of their decisions. Lead by Example in Boundary Setting: While it’s critical for younger lawyers to set boundaries, firm leaders must also model sustainable practices. Demonstrating the importance of taking breaks, delegating effectively, and respecting personal time can help shift the firm’s culture to one of mutual respect. Innovate Career Pathways: Recognize that the traditional path to partnership no longer suits every associate. Leaders should explore alternative career trajectories within the firm, such as hybrid roles, project-based leadership opportunities, or client-facing non-equity positions. Some law firms are even creating flexible hour arrangements for associates that allow a “choose your own adventure” type model that can change when the associate’s circumstances change. For example, Steptoe LLP recently introduced flexible billable hour tracks for associates as part of their revamped compensation system, allowing lawyers to tailor their career progression to their personal and professional needs… Invest in Leadership Development: Equip partners and senior attorneys with the skills to manage intergenerational teams effectively. This includes training in emotional intelligence, change management, and mentorship tailored to varying generational needs. Recognizing this industry-wide challenge, we are working with key collaborators to develop a unique conference and training initiative to help professional services organizations, including law firms, address these intergenerational leadership issues through targeted learning and development initiatives. Use Leadership Voices to Drive Cultural Change: Senior leaders must be vocal advocates for evolving firm culture. By aligning internal strategies with client expectations and fostering a workplace where all generations feel valued, leaders can shape a more cohesive and resilient organization. Intergenerational leadership within law firms is no longer a theoretical challenge but a practical reality requiring immediate attention. By understanding the differing perspectives and motivations of today’s workforce, law firm leaders can turn these challenges into opportunities. With intentionality and innovation, leadership can create a thriving firm that meets the needs of its people, clients, and the broader legal market.

HubSpot is a powerful CRM platform, and they define content marketing as the “process of planning, creating, distributing, sharing, and publishing content via channels such as social media, blogs, websites, podcasts, apps, press releases, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.” Many firms make the mistake of creating and posting singular pieces of content. There’s nothing wrong with that, but it’s not a content marketing strategy. In this blog, I’m offering essential tips, practical strategies, and expert insights to help you craft a winning content marketing strategy for 2025. What is Content Marketing? Content marketing that works involves purposefully tailoring your web pages, videos, and other thought leadership to your target audience, so they can find you via inbound channels vs. outbound. This is an important distinction, because outbound methods (where the prospect is interrupted) are not nearly as successful as they once were. These days, your future clients expect you to reach them in ways that feel more organic and tailored to their interests. Therefore, it’s important that content is authentic and tells an interesting story, as well as customized for your potential audience. How much does content marketing matter? Quite a bit, actually, for these reasons: You can inform leads and prospects of your services in a non-pushy way Content increases conversions by providing important information and highlighting expertise It helps build relationships across channels and results in enhanced loyalty You can demonstrate how your services solve real legal challenges in more detail across multiple mediums You can create a sense of community around your firm and your brand Various Types of Content Marketing Content marketing is a broad term. What types of things qualify as content marketing? There are various content marketing formats, and the most effective strategy likely involves a mix of tactics. You should explore: Online content marketing— This refers to almost anything you publish online, but more specifically your web pages. A strong strategy in this area will help you rank better for SEO, which is crucial for online visibility. Social media content marketing— Content shared on various social media platforms, such as LinkedIn or Facebook. Common types are live videos, pre-recorded videos, stories, etc. Infographic content marketing— These images display content, insights, or data in an easy-to-understand, graphic format. By using simple verbiage, short statements, and clear images, you can break down complex concepts that your audience will appreciate. Blog content marketing— Blogs are one of the most powerful forms of content marketing. Your blog will help your website rank higher in search engines, plus it gives you several ways to highlight your services, success stories, your team, and so much more. Podcast content marketing— More than 60 million people listen to podcasts. Some of them are bound to need your services, so it’s worth exploring this channel for sharing your knowledge and expertise. Video content marketing— According to research, 73% of people say they prefer to learn about a brand’s service through video. Video has become increasingly important in overall marketing, so developing a video marketing strategy is crucial. Paid ad content marketing— Paid advertising will help you reach a broader audience. Paid ads are particularly beneficial when paired with other inbound strategies and shared on social media, landing pages, and sponsored content. The Traits of Successful Content Marketing Not all content is created equal, and you don’t want to create material just for the sake of doing so. It’s important to evaluate your goals and be thoughtful and intentional when creating original content. There are a few things that make content more impactful: Adding value beyond talking about your service offerings Targeting people at specific stages of the client lifecycle Maintaining a consistent brand voice and image with your other collateral Timely, relevant and engaging Researching your target audience and tailoring content to them will allow you to meet prospects where they really are. A 7-Step Content Marketing Strategy It’s tempting to dive right into creating new content, but if you don’t take a thoughtful and proactive approach, you’re unlikely to create much traction. Developing a strategy for successful content marketing involves several steps: Creating SMART goals. Before you can get started, you need to have a detailed understanding of what you want to achieve. Your goals for content marketing should complement your larger firm objectives. SMART goals are specific and achievable, and could include things like boosting revenue by a certain percentage or improving brand awareness measured in social media engagement. Documenting KPIs. Remember, SMART goals are measurable. How exactly will they be measured? Find quantifiable data points that you can use to measure actual performance to your goal. For example, for brand awareness goals, you might set a KPI of site traffic and social media followers. Choosing the types of content you’ll pursue. What types of content will you create? To make these decisions, you’ll need to have a thorough understanding of your target audience (client personas are a great place to start). Narrow down which types of content will best reach them by thinking about the challenges they are looking to overcome and how your firm can help. What exactly do they need from you? Where do they spend time? Which formats are they likely to consume? Then choose a few from the list of mediums we mentioned above. Selecting content channels. Once you know the type of content you’ll create, you need to figure out where to publish it. Where do you want content to live and be shared from? For some content, the channel will be obvious and there won’t be a choice. For example, Facebook content will be produced and live on the Facebook platform itself. For content like infographics or articles, it’s important to carefully choose where to upload and publish them. Equally crucial is deciding the best platforms to share for maximum reach and impact. Determining a budget. To get the financial component in order, think about what you’re going to publish and where. Then, consider whether you need any tools or technology to create the content. For example, do you need a tool like Photoshop for the graphic elements? What about professionals that you might not have in-house, like designers? Will you be paying for ad space anywhere? Creating and distributing the content. Even the greatest content won’t do much good unless it’s consumed. To move the needle, you need to consistently publish high-quality content. You might want to use an editorial content calendar, along with a social media calendar tool, to keep you on track and find gaps. It’s a good idea to schedule a bulk of your content publishing ahead of time, while leaving some space for real-time content that’s more timely and relevant. Measuring results and analyzing. Your work isn’t done once you publish content. You need to understand the results and try to gain insights from any patterns you see. Use those insights to improve performance and reach more people in the future. Start by reviewing your goals and pulling the reporting for all the KPIs you set. Did you achieve your goals? Can you point to why or why not? There are plenty of free tools available to help you, such as Google Analytics. Integrating Video Marketing Into Your Law Firm’s Content Strategy In 2025, content marketing for law firms goes beyond just blogs and social media posts. Video content is increasingly becoming a crucial element of any firm’s marketing strategy. In fact, video marketing is one of the most effective tools to drive engagement, increase website traffic, and convert leads. But how can your law firm effectively use video within your broader content marketing strategy? The Power of Video in Legal Marketing Video is an ideal way to connect with your audience on a deeper level. By offering valuable content in an easily consumable format, videos help clarify complex legal topics and build trust with potential clients. Here’s how you can leverage video in your law firm’s content strategy: Client Testimonials and Case Studies: One of the most impactful uses of video is to showcase your firm’s success stories. Client testimonials or a behind-the-scenes look at how your team solves client challenges serve as social proof, building credibility and trust with potential clients. Explainer Videos: Videos that explain legal concepts in simple terms are hugely popular. Consider producing videos that explain basic legal processes or terms in your practice areas, helping demystify the legal process for your audience. Webinar Recordings and Highlights: If your firm hosts webinars or virtual events, repurpose these videos as content for your website, social media, and email campaigns. This not only maximizes the content you’ve already created, but also provides valuable resources for potential clients. Video Blog Posts: In addition to written blog posts, consider creating short video blog posts. These can be summaries of written content or standalone pieces that showcase your thought leadership in a dynamic, visual way. Why Video Works for Law Firms Enhanced Engagement: Video is highly engaging. It keeps users longer on your website and boosts conversions by helping users connect with your message more effectively. SEO Benefits: Video content can improve your search engine rankings, as Google often gives preference to pages with video content. This can lead to higher visibility on search engine results pages (SERPs). Building Trust: Video allows your firm to showcase its personality and humanize the brand. Potential clients want to work with people they trust, and video helps foster that relationship by making your firm feel more relatable and approachable. Takeaway As a law firm, content marketing is one of the most important things your team can spend time on. Not only does it expand brand awareness and generate new leads, but it also helps with search engine visibility and nurturing current relationships. If you aren’t working with a proactive content marketing strategy yet, we suggest you get started ASAP.

A change in leadership in Washington always brings uncertainty, and law firms are watching closely. A new administration always sparks speculation about what’s ahead for businesses and the legal industry. While law firm marketing isn’t directly dictated by who’s in the White House, economic policies, regulatory shifts and changes in corporate priorities can all influence how law firms position themselves. So, will legal marketing change under the Trump administration? Maybe, but not in the ways you might think. Here’s how your law firm can prepare and stay ahead of industry shifts, client expectations and market trends. What Might Shift and What to Do About It 1. A Renewed Focus on Corporate and Regulatory Work If financial regulations, antitrust enforcement or environmental policies change, law firms will need to adjust their marketing strategies. Clients in heavily regulated industries such as banking, healthcare and energy will likely pay close attention to potential policy shifts. What can firms do? Get ahead of client concerns with timely thought leadership and client briefings. Write client alerts, host webinars, invest in podcasts and videos, and publish LinkedIn posts analyzing regulatory updates and their practical impact. Make it easy for clients to find your firm’s expertise. If your firm handles compliance work, ensure your website and marketing materials reflect the specific challenges clients may face under the new administration. 2. Potential Uptick in Private Equity and M&A Activity If corporate tax policies shift or regulatory oversight on deals changes, private equity and M&A activity may also increase. When the business environment favors deal making, law firms with strong transactional teams should be ready to capitalize on it. What can firms do? Ensure your lawyers are visible in the right places. Speak at industry conferences, contribute guest articles in financial publications and build strategic partnerships with deal-making organizations. Refresh your deal highlights. If your website or pitch materials don’t reflect recent transactions, now is the time to update them. Potential clients want to see what you’ve done and how you’ve handled similar deals. Be sure your lawyers update their bios as well. Leverage LinkedIn. Posting about deal trends, client successes (when appropriate) and industry insights can position your firm as a go-to resource. Prioritize content marketing. Consistently sharing insights through blogs, newsletters and thought leadership pieces helps demonstrate expertise and keeps your firm top of mind for potential clients. 3. A Continued Spotlight on Litigation and Investigations No matter who is in office, companies will face disputes. Commercial litigation, SEC enforcement and white-collar investigations will remain top concerns for businesses navigating a shifting regulatory landscape. What can firms do? Be proactive with content marketing. Litigation teams should consistently publish updates on key cases, regulatory enforcement trends and risk mitigation strategies. Use case studies strategically. While confidentiality is key, anonymized case studies or past wins that reflect the depth and breadth of your expertise can help build credibility and visibility. Use case studies in new business pitches, on your website and as social media posts. Strengthen relationships with the media. Litigation teams should cultivate relationships with legal and business reporters to ensure their perspectives are included in industry coverage. 4. Client-Centric Marketing Will Matter More Than Ever Regardless of political changes, the firms that succeed will be those that focus on their clients, not themselves. Marketing that simply highlights how great a firm is won’t be effective. Clients want to work with firms that understand their industry, their challenges and their specific legal needs. Client-centric marketing strategies are imperative to be a successful law firm today. What can firms do? Make content relevant to your audience. If you’re publishing insights, avoid generic overviews and focus on what your clients actually care about. Get more personal in your outreach. Targeted, thoughtful emails or LinkedIn messages based on a client’s current challenges will be far more effective than generic firm announcements or a checking in email. Showcase your lawyers as industry insiders. Encourage lawyers to write, speak and engage with clients and prospects in meaningful ways. 5. A Strong Digital Presence Will Continue to Be Essential If there’s one thing that won’t change, it’s the importance of having a strong online presence. The way firms market themselves has evolved dramatically in recent years, and that shift isn’t slowing down. Firms that invest in content marketing, video, podcasts, LinkedIn and SEO-driven strategies will have an edge over those that don’t embrace these strategies. What can firms do? Audit your firm’s digital presence. Is your website up to date? Are your lawyers’ LinkedIn profiles complete? How about their LinkedIn presence? If not, now is the time to fix it. Invest in high-quality content. Whether it’s LinkedIn posts, blogs or videos, firms that create consistent, valuable content will stand out. Use data to refine your approach. Look at engagement metrics to see what’s working and adjust your strategy accordingly. 6. The Power of Content Marketing in Uncertain Times One of the best ways to stay relevant in a shifting landscape is through content marketing. Timely topics create opportunities to connect with your audience, demonstrate thought leadership and provide real value. In times of uncertainty, people seek insights that help them understand how changes will impact them. What can firms do? Create content that answers the questions your clients are asking. If clients’ express concerns about regulatory changes, litigation risks or deal flow, use that as a prompt for your next webinar, blog post or LinkedIn post. Be nimble. Content marketing isn’t just about long-term strategy, it’s also about responding quickly to what’s happening now. Keep a pulse on engagement. If a topic resonates, lean into it. Write a follow-up post, do a podcast, host a webinar and share additional insights based on client feedback. What Comes Next for Legal Marketing A new administration always brings change, and law firms need to be ready. Shifts in regulations and client concerns will shape marketing strategies, but the firms that succeed won’t just react, they’ll stay ahead by anticipating what’s next and adjusting their approach. At the end of the day, legal marketing is about relationships, expertise and visibility. No matter what happens in Washington, the firms that consistently show up and provide value will be the ones clients turn to when they need guidance. Make sure that your firm is at the top of that list. 

Effective Client Engagement Strategies for Law Firms In today’s competitive legal market, client engagement is not just a buzzword—it’s a necessity. Law firms that prioritize and excel in client engagement are more likely to foster lasting relationships, earn repeat business, and gain referrals. Here, we’ll explore effective client engagement strategies that can help law firms stand out and succeed. 1. Understand the Client Journey Effective client engagement starts with a deep understanding of the client journey. This involves mapping out every touchpoint a client has with your firm, from the initial inquiry to the final resolution of their case. By visualizing the client journey, law firms can identify opportunities to enhance the client experience and address potential pain points. 2. Personalize the Client Experience Personalization is key to building strong client relationships. Clients want to feel valued and understood. Law firms can achieve this by tailoring their communication and services to meet the individual needs of each client. This could involve personalized emails, customized legal advice, and remembering important dates like case milestones or client birthdays. Small gestures can make a big impact. 3. Leverage Technology Incorporating technology into your client engagement strategy can streamline processes and improve the overall client experience. Customer Relationship Management (CRM) systems can help law firms keep track of client interactions, preferences, and history. Well-utilized GenAI tools have the potential to increase efficiency and reduce client costs. Additionally, client portals can provide a secure and convenient way for clients to access documents, communicate with their legal team, and stay updated on their case progress. 4. Communicate Proactively Proactive communication is essential for maintaining client trust and satisfaction. Law firms should keep clients informed about their case status, relevant legislative and regulatory updates, upcoming deadlines, and any changes that might affect them. Regular communication can prevent misunderstandings and demonstrate that the firm is diligently working on their behalf and keeping them top of mind even when not engaged in an active case or transaction. Furthermore, being available to answer questions and address concerns promptly is crucial. 5. Develop a Strong Online Presence An effective online presence is critical for client engagement. The majority of clients find, evaluate, and interact with firms online. Law firms should invest in a professional website that provides valuable information and is easy to navigate on desktop, tablet, and mobile. Additionally, maintaining active social media profiles and publishing regular blog posts can help establish the firm as a thought leader and keep clients engaged. Online reviews and testimonials can also bolster credibility and attract new clients. 6. Offer Educational Resources Providing educational resources is a great way to engage clients and showcase your firm’s knowledge. This could include blog posts, FAQs, webinars, whitepapers, and eBooks that address common legal issues and offer practical advice. By offering valuable content, law firms can build trust with current and prospective clients and position themselves as knowledgeable and helpful. High-quality content is also advantageous for SEO, as it is recognized by Google’s algorithm and can boost your ranking in search results. 7. Foster a Client-Centric Culture Creating a client-centric culture within your firm is fundamental to effective client engagement. This involves training staff to prioritize client needs, utilizing technology to support staff efforts, actively seeking feedback, and continuously looking for ways to improve the client experience. Law firms should encourage open communication and collaboration among team members to ensure that every client receives the best possible service. 8. Implement Feedback Mechanisms Client feedback is invaluable for understanding how well your firm is meeting client expectations and where there is room for improvement. Law firms should implement feedback mechanisms such as surveys, follow-up calls, and review requests. And it should not end there—acting on client feedback is essential to demonstrate that the firm values their input and is committed to enhancing their experience. 9. Build Long-Term Relationships Building long-term relationships with clients goes beyond resolving their immediate legal issues. Law firms should strive to be a trusted advisor for clients, offering support and guidance even after a case or transaction is closed. This could involve regular check-ins, providing updates on relevant legal developments, and offering additional services as needed. 10. Highlight Success Stories Sharing success stories and case studies can be a powerful way to engage clients and build trust. Highlighting how your firm has successfully helped other clients can provide reassurance and demonstrate your experience. Success stories can be shared on your website, in newsletters, and on social media to showcase the positive impact your firm has had on clients’ lives. Effective client engagement is crucial for law firms aiming to build lasting relationships and achieve long-term success. By understanding the client journey, law firms can enhance their client engagement strategies and stand out in a competitive market. Investing in these strategies not only improves client satisfaction but also drives growth and fosters a loyal client base. For law firms looking to delve deeper into these concepts, our upcoming online course on client journey mapping offers comprehensive insights and practical tools to master client engagement and elevate your firm’s success. Stay tuned for more information and enroll to transform your client engagement approach.