Custom Content Projects
Not every legal content project fits neatly into something like a blog post or a standard website page. Sometimes law firms and legal marketing teams are working on larger initiatives that call for a more customized approach.
When that happens, they often bring me in to collaborate on custom content projects, including planning and writing the content required. If you’re working on a project like this and need help developing the content, you can contact me to discuss it.
Some Content Projects Do Not Fit Into Standard Deliverables
Now and then, a firm reaches a point where the content project isn’t just another website page or legal blog post. You might be working on a detailed legal guide for clients or building a resource section on the site that pulls a lot of information together in one place.
Projects like that usually take a little more thought before the writing even begins. Instead of jumping straight into drafting pages, the first step is developing a strategy for how the information should be organized so someone reading it can move through the topic without getting lost. Research from HubSpot’s content marketing studies has shown that companies publishing structured educational resources often see stronger long-term organic traffic growth than companies relying only on short blog posts.
The Types of Projects Law Firms Often Need Help Building
Sometimes a firm wants to publish content that helps people learn about a legal topic in more depth. Instead of answering one quick question, the goal is to give readers a place where they can spend time understanding the issue they’re dealing with.
You’ll often see this when a firm wants to build something clients can return to when they’re researching a legal problem. These kinds of initiatives usually focus on education and long-term visibility rather than short posts. Projects like this can include:
Resource libraries and knowledge hubs
Client education guides
Long-form marketing campaigns
Strategic content planning for new law firm websites
Large-scale website content expansions
When you’re working on a project like this, the writing has to stay consistent across everything being published. That way readers feel like they’re moving through one cohesive resource instead of a collection of unrelated pages.
How Custom Content Projects Usually Begin
When you start working on a larger content project, the first step is usually a conversation about what you’re trying to build and who it’s meant for. That conversation often includes the attorneys who know the subject and the marketing team handling the website. Once everyone agrees on the direction, the real work begins.
Defining the Purpose of the Project
At the beginning, you’re usually figuring out what the project needs to accomplish. You might be creating a guide that walks people through a complicated legal topic, or building a set of materials that helps clients understand an issue before they ever contact the firm.
Structuring the Content
After that, you start thinking about how the information should be laid out. This is where the outline comes together so each section builds naturally on the one before it. When that structure is planned out ahead of time, the whole project is much easier for someone to read from beginning to end.
Producing the Content
This is the point where the writing actually gets done. I take the outline we already talked through and start drafting the material for the project. When you see it, the full draft is already written so you can read through it as one complete piece.
Education Content Is Becoming More Important for Law Firms
More and more law firms are starting to invest in educational content for their websites. Instead of relying only on short pages that describe their services, many firms are building guides and resource sections designed to keep attracting visitors over time.
You’ll often see this in the form of legal guides, knowledge centers, or other sections of a site built around a specific topic. Research from the Demand Metric Content Marketing Study has also found that companies that prioritize educational content generate significantly more leads than companies relying mainly on promotional messaging.
Collaborating With Legal Teams and Marketing Partners
When you’re working on a larger content project, you’re usually not doing it alone. You might have attorneys sharing their perspective on the legal side of the topic while someone on your marketing team is thinking about how everything fits into the website.
When projects come together like that, you need someone who can take those ideas and turn them into written content for the page. I work with the information your team shares and build it into content that says exactly what the firm wants to communicate.
Planning a Custom Content Project?
If you’re putting together a larger content project for a law firm website, you’re probably already thinking about how all the pieces will come together. I work with law firms and marketing teams who are building out structured content for their websites and need help developing the material. If you’re working on a project like that and would like help with the writing, reach out and tell me what you have in mind.