LinkedIn is no longer just a professional networking platform; it’s a powerhouse for relationship building, thought leadership, and business development. For lawyers, law firms, and legal marketers, LinkedIn represents an unparalleled opportunity to connect with prospective clients, build a professional brand, and engage with peers in meaningful and fruitful ways.
But, to make the most of LinkedIn, you need more than just an occasional post—you need an intentional approach to relationship building through thought leadership and content strategy.
As a team with in-house legal experience founded by a lawyer turned digital marketer, we know firsthand just how busy lawyers are. Between billable hours, client demands, and staying ahead in your field, adding another task to your already full plate can feel overwhelming. But, we firmly believe that reaching success in our favorite “kill what you eat” industry is easier and more authentic via LinkedIn – and totally possible with a little bit of planning.
That’s why we recommend an advanced strategy built on content pillars. This structured approach turns your LinkedIn presence into a consistent and powerful tool for growth, positioning you as a leader in your field while saving you time.
If you’ve been wondering how to turn LinkedIn into a true business asset, this guide is for you. Let’s dive into how lawyers can craft a winning content strategy for LinkedIn that drives results.
What Are Content Pillars?
Your LinkedIn presence is like writing a blockbuster movie. Without content pillars, your posts are just scenes with no storyline. Pillars give you the script that keeps the audience invested until the final credits. They’re thematic categories that ensure your posts are purposeful, targeted, and aligned with your professional goals.
For lawyers, content pillars might include practice area insights, personal stories, client success highlights, or professional milestones. These pillars organize your messaging into repeatable themes, making it easier to stay consistent and provide value.
Each pillar works to build your professional brand while addressing different aspects of your audience’s needs. Having this structure ensures you’re not only staying relevant but also consistently engaging your network.
Why Content Pillars Are Effective
Content pillars are more than just a tool for organizing your posts—they’re the secret sauce that transforms your LinkedIn presence into a powerhouse of engagement and influence. Think of them as your personal creative director, ensuring that every piece of content you share fits into a larger, strategic masterpiece.
Let’s explore why content pillars are a game-changer for lawyers:
1. They Provide Consistency
Consistency isn’t just a nice-to-have; it’s the foundation of trust. Imagine walking into your favorite coffee shop only to find they’re out of your go-to latte.
You’d probably feel let down, right? The same goes for your LinkedIn audience—they thrive on knowing what to expect from you. When your posts align with clear, recurring themes, your audience sees you as reliable, professional, and worth following.
Content pillars ensure that every post reinforces your message and builds on the last. Over time, this cohesive approach establishes your authority, creating a virtual handshake that says, “You can trust me to deliver valuable insights every time.”
2. They Streamline Content Creation
Let’s face it: content creation can feel like staring at a blank page, hoping for inspiration to strike. Enter content pillars—the ultimate cure for writer’s block. They act as your brainstorming assistant, giving you ready-made themes to work from.
For example, instead of wondering, “What should I post today?”, you can think, “What’s a quick tip I can share from my Practice Tips pillar?” Suddenly, the process becomes less daunting and more focused. It’s like having a pre-planned menu at a dinner party—you already know the main course, and now it’s just about serving it up with your unique flair.
3. They Enhance Your Credibility
Picture this: You’re at a networking event, and someone introduces themselves with a confident handshake and a string of well-articulated insights. You’d remember them, right? That’s exactly the impression content pillars help you create on LinkedIn.
When you post regularly within your pillars—whether it’s offering legal tips, sharing personal stories, or celebrating professional milestones—you’re signaling to your audience, I know my stuff. Over time, these consistent contributions build your reputation as a trusted resource. Your audience starts seeing you as their go-to person for legal insights and professional advice.
4. They Broaden Your Audience Appeal
Think of your LinkedIn audience like a theater full of diverse movie-goers. You’ve got potential clients, colleagues, referral sources, and even industry peers. Each group has different interests and needs. Content pillars ensure you’re showing something for everyone—without diluting your brand.
For example, your Services Content Pillar might resonate most with prospective clients, while your Personal Brand Content Pillar speaks to colleagues who want to know what makes you tick. Meanwhile, your Practice Tips Content Pillar keeps peers engaged with actionable advice. It’s like being a big box office hit that people can’t help but see and share!
5. They Encourage Deeper Engagement
Let’s talk about the ultimate LinkedIn dream: meaningful engagement. It’s not just about racking up likes—it’s about sparking conversations, building connections, and inspiring action. Content pillars make this easier by ensuring your posts hit the mark with your audience’s needs and interests.
For instance, a post from your Practice Tips pillar might prompt a potential client to comment, I’ve been struggling with lease negotiations—this is so helpful! Meanwhile, a story from your Personal Brand pillar could inspire a fellow lawyer to reach out and collaborate. The more your audience engages, the stronger your connections become—and the wider your reach grows. We’ll get to those pillars in just a moment.
Bonus: They Make LinkedIn Fun (Yes, Fun!)
Let’s not forget the most underrated benefit that is critical for consistency: content pillars make LinkedIn more enjoyable. Instead of feeling like a chore, posting becomes a creative exercise. You’ll find yourself looking forward to sharing a quick tip, drafting a compelling story, or celebrating a milestone. And when you enjoy the process, your audience can feel it—it’s contagious.
The Four Content Pillars We Recommend
Crafting a powerful LinkedIn presence requires more than sporadic posts or generic updates. It calls for a framework that organizes your ideas, engages your audience, and consistently reinforces your professional brand.
We rely on four essential content pillars designed specifically for lawyers and law firms. These pillars aren’t just overarching themes—they’re pivotal scenes that tell a story, building meaningful connections and driving business growth your way.
1. Services Content Pillar
What It Is
This is the bread and butter of your LinkedIn presence. The Services Content Pillar highlights your core practice areas and demonstrates how your experience and skills address client challenges. It’s your chance to educate your audience about what you do while positioning yourself or your firm as the solution to their problems
It’s not about listing your offerings—it’s about showing the real-world impact of your work. Whether you’re helping businesses navigate complex regulations or guiding families through divorce, this pillar demonstrates your value.
- Educate your audience about your services.
- Demonstrate your ability to solve client challenges.
- Increase inquiries and consultations.
Why It Works
Legal services can be complex, and many potential clients don’t fully understand what they need until they see it laid out clearly. By showcasing your services in a relatable way, you’re not just marketing—you’re empowering your audience with knowledge.
How to Use It
Think beyond listing your services. Instead, share examples of common issues your clients face and explain how to resolve them in actionable ways. For instance, an employment lawyer might post about navigating new workplace regulations, while a family lawyer could highlight strategies for co-parenting during the holidays.
Example
“Navigating workplace compliance in today’s hybrid environment is no small feat. I like to take a very strategic approach to support businesses in creating policies that protect their workforce and avoid legal pitfalls with these key steps to building strong compliance.”
Pro Tip: Storytelling is your best friend here. Share anonymized examples of how your services have helped clients overcome challenges, making the impact of your work tangible.
2. Personal Brand Content Pillar
What It Is
This pillar gives your audience a glimpse into who you are beyond your title. It’s about connecting on a human level, sharing what drives you, and showing the values that guide your work. People want to work with lawyers they trust—this pillar builds that trust.
This is where you let your differentiators SHINE, allowing your audience to get an idea of how and why your practice is different, what sets you apart from the rest, and create content that is really about the human behind the work. This is your opportunity to build trust by being relatable and authentic.
Goals
- Build authentic relationships.
- Differentiate yourself from competitors by showcasing your unique perspective.
- Foster trust and reliability
Why It Works
People don’t hire lawyers—they hire people they trust. By sharing your journey, motivations, and personality, you create a connection that goes beyond transactional relationships. This pillar humanizes your expertise and makes you approachable.
How to Use It
Think of your personal brand as the story behind the suit. Share a lesson you learned early in your career, a defining moment in your practice, or the values that guide your work. For example, a real estate attorney might post about how growing up in a family business shaped their understanding of commercial deals. This content pillar is perfect for busting myths about your practice or combatting common lawyer tropes to position yourself as the trusted go-to for dependable, honest work.
Example
“My journey into law wasn’t traditional. I was drawn to the profession by my passion for problem-solving and helping people during pivotal moments in their lives. That perspective shapes everything I do, and here’s where it made a tremendous impact.”
Pro Tip: Use your personal stories to create a deeper connection. Share lessons learned, challenges faced, or moments of inspiration that led you to where you are today.
3. Practice Tips Content Pillar
What It Is
This type of content focuses on the act of being a lawyer. The Practice Tips Content Pillar is where you can dig deep into your network of industry professionals, sharing foundational beliefs, personal reflections, or even anecdotes about what inspired you to pursue a legal career. This is your opportunity to boost engagement with potential referrals, get shares for being candid on lawyer-centric thoughts and ideas, and even indirectly mentor other lawyers or those hopeful to join your ranks someday.
Goals
- Engage your network and potential network with relatable content.
- Establish yourself as a thought leader and reliable source for legal industry guidance and a committed counselor for referrals.
- Strengthen connections and encourage shares.
Why It Works
This content, geared specifically for lawyers you’d like to connect with, should be somewhat of a slam dunk. Why? Because it’s what you know, and you know it’s exactly what resonates with your audience of like-minded attorneys. People love connecting over pain points, and lawyers have ample material to share.
How to Use It
Think of this content as though you’re talking to an old friend from law school, connecting to check in and download one another on your latest headaches, mishaps, and “Ah ha!” career moments. Whether it be a piece on the greatest lesson you had to learn the hard way or a high-level overview of your craziest case and how you tackled it with a bit of humor, your goal is to build rapport, authentic connection, and increase likes and shares. Let your lawyer-specific jargon fly and dig into the responses you’ll amass.
Example
“The greatest lesson I ever learned about mentoring in the legal industry came from the worst mentor I’ve ever had. He was curt, and cruel, and seemed to enjoy putting me on the spot to prove me wrong. Not only did this teach me to prepare for the worst-case scenario, it showed me exactly what I did not want to be and vowed not to be in my career. What lesson that you still find valuable today did you learn from a bad leader?”
Pro Tip: Lean into your role as an open and helpful community member amongst lawyers you know and want to know.
4. Promotional Content Pillar
What It Is
This is where you celebrate your wins and milestones. Whether you’re highlighting awards, sharing case successes, or promoting an upcoming webinar, the Promotional Pillar showcases your achievements and builds credibility. While this pillar is important, it should be used sparingly to avoid appearing overly self-promotional. The key is to tie your achievements back to the value they bring to your audience.
Goals
- Reinforce your professional reputation.
- Attract new clients by showcasing your success.
- Inspire trust and confidence in your services.
Why It Works
Success stories and accolades reinforce your authority and professionalism. They show your audience that others trust you and that your work makes an impact. However, balance is key—too much promotion can come across as self-serving. That’s why we recommend blending this pillar with the others.
How to Use It
Promotional content works best when it’s tied to a story. Instead of just saying, “We won this award,” share what it means to you or how your team contributed to the achievement. For example, you might post about your inclusion in a “Top Law Firms” list and use it as an opportunity to thank your clients and colleagues
Each pillar plays a unique role in your LinkedIn strategy, and together, they create a well-rounded approach that drives business growth.
Example
“I’m honored to be recognized amongst peers and clients as one of the top lawyers in the region for 2024. This milestone fills me with gratitude for the trust placed in me by clients and reaffirms my commitment to providing thoughtful legal solutions with integrity.”
Pro Tip: Use high-quality visuals, such as award certificates or team photos, to make promotional posts stand out. People like content with real faces!
How to Build the Perfect Content Mix
Creating a balanced content mix is essential to keep your audience engaged and your strategy effective without giving them the ick! While overtly self-promotional content has its place, its in moderation.
Here’s how to get it right:
The 80/20 Rule
The golden rule of content strategy is to provide value first. Aim for:
- 80% Value-Driven Content: Focus on services, personal brand, and practice tips to educate, inform, and inspire.
- 20% Promotional Content: Share milestones, events, and updates sparingly to maintain authenticity.
This balance ensures that your audience stays engaged without feeling like they’re being sold to. After all, if you’re doing something worth bragging about, there’s a good chance someone else is already bragging about you–take that opportunity to re-post accolades and offer thanks.
Content Calendar Example
A well-planned calendar keeps your LinkedIn strategy consistent and effective. Here’s a sample schedule:
- Monday: Practice Tip
- Tuesday: Personal Brand Story
- Thursday: Service Highlight
- Alternate Fridays: Promotional Post
Pro Tip: Use scheduling tools like LinkedIn’s scheduled posts, Buffer or Hootsuite to automate your posts and maintain a steady cadence. Sprout Social is our favorite go-to tool!
Conclusion
A thoughtful LinkedIn content strategy built on content pillars can transform your professional presence and grow your book of business, one authentic post at a time. By focusing on consistency, value, and authenticity, lawyers and their law firms can use LinkedIn to build trust, showcase expertise, and drive meaningful connections that boost the bottom line.
At By Aries, we’re passionate about helping legal professionals elevate their LinkedIn game. Whether you’re looking to craft compelling content, connect with your audience, or achieve your business goals, we’re here to help!
Explore More: Visit our Legal Marketing Blog for additional insights and strategies.
Additional Tips for LinkedIn Success
Need a refresher on setting yourself up for success on LinkedIn before you dive headfirst into your content pillar creation? Check out our LinkedIn for Lawyers Hub and a few tips below. Happy posting!
1. Start Strong
The first line of your post matters. Use a question, statistic, or bold statement to grab attention immediately.
2. Be Visual
Posts with images or videos consistently outperform text-only updates. Use visuals that complement your message and enhance engagement.
3. Ask Questions
Encourage interaction by inviting your audience to share their thoughts or experiences. Questions spark dialogue and keep your posts dynamic.
4. Leverage Hashtags
Include relevant hashtags to boost discoverability. For lawyers, hashtags like #LegalInsights, #LinkedInForLawyers, and #ProfessionalNetworking are effective.
5. Engage Proactively
Don’t just post and forget. Respond to comments, engage with your audience, and participate in conversations to build stronger relationships.
