How “pillar” content can positively affect your firm’s content marketing strategy

Pillar Content

Content marketing is hard work.

It takes time, energy and what seems like an endless amount of new ideas to create fresh forms of content for your law firm. And getting your firm’s attorneys involved in content or blog writing can always feel like an uphill battle. 

But it’s also necessary. Content marketing plays a critical role in building awareness around your firm, generating leads and capturing clients. In fact, it results in six times higher conversion rates than any other method and can also majorly influence SEO success.

What that means is, your work is never done. By the time you publish your firm’s latest blog, it’s time to write another. And social media is a whole other ballgame, needing daily, if not hourly, attention to stay relevant and visible.

The way to stay ahead and be successful with your content marketing approach is to be smart with your time – and ideas. Here’s what we mean:

Content marketing results in 6x higher conversion rates than any other method.
– Content Marketing Institute

Build your Content Pillar

You’re likely one of the only people who create frequent content in your office. Before you spend hours next week brainstorming topics, follow the content pillar method instead.

This method starts with a substantial piece of content on a specific subject – think white paper or research report – and allows you to break it into snackable bites of derivative assets to use in the future, like a series of blogs, social posts, quizzes, guides and more. 

Think of the method as a way of creating a well of content. Instead of spending a lot of time coming up with the next topic of less impactful pieces, you can draw from your well, creating more clear and defined boundaries.

Another benefit of pillar content is its positive effect on website performance. The lengthier the piece, the longer a reader will typically spend on your firm’s site. Additionally, Google favors the research, quality and richness long-form content tends to provide.

When you’re ready to build your pillar, consider these four strategies for inspiration:

  • Core practice area you serve: If your firm focuses on personal injury, you could write a white paper on “slip and fall cases” or host a webinar on “personal injury laws in Florida.”
  • A problem you solve: This goes beyond the actual service you provide and looks at the problems you solve for clients. Case studies, recommendations and online reviews are a great place to look for ideas.
  • Emerging trends: Where do you see the legal industry going in the next 10 to 20 years? These forward-looking pieces can educate attorney colleagues and entice prospects.
  • A niche you serve: Maybe you specialize in estate planning for young people or boating accidents. When you narrow in, you’re able to set yourself apart from competitors.

Plan out your content. The right way.

Our free content calendar Excel template allows you to organize and schedule content all year long.

The Components of a Content Pillar

Defined audience  

First and foremost, you need to understand who you’re trying to communicate with before you put pen to paper. This means researching the demographic background of your audience, such as age, race, gender and average income, as well as the various marketing channels they use when making purchase decisions.  

For instance, if your typical clientele are middle-aged fathers, you might want to focus your efforts on LinkedIn and less on Snapchat. For more help defining your firm’s target audience, read our blog on buyer personas.


Core topic 

While you want to be specific, you also want the main theme to be broad enough so it’s easy to break into subtopics. Make it too specific and you can run into a roadblock when coming up with derivative content.

Let’s say you work for a firm that focuses on family law. An idea for your next content pillar could be an eBook on the financial impact of divorce. While deliberate enough to appeal to the right audience, the topic is general enough to give you room to be creative when writing supportive material. This kind of content can come in many forms, including:

  • Video
  • Social media
  • Online advertising (pay-per-click/display ads)
  • Print
  • Blog
  • Video
  • Case study
  • Infographic


Think of subtopics as branches extending from your core theme. They are shorter pieces that typically answer a specific question about your pillar piece. For instance, if you did end up writing that eBook on divorce, your subtopics could look like:

  • An infographic about what happens with credit card debt after a divorce
  • A four-week blog series on divorce trends in America
  • A PDF resource detailing the average timeline of a divorce attached in an email blast 
Whatever you need help with, we’re here for you.

Schedule Your Appointment

An accurate Zip Code ensures your appointment is set with the correct local marketing consultant.


Learn how to work smarter, not harder.
Schedule a coaching session with our legal marketing experts and receive a gourmet coffee gift card absolutely free! No sales pitches. No Games. Just great advice.