Law firms have come to accept that content marketing is not just a trend. Authoring blogs and other forms of thought leadership is a crucial part of a firm’s integrated marketing strategy. But legal marketers and lawyers still struggle with the best way to strategize and execute their content initiatives, particularly as they face real-world challenges. These include:

  • An oversaturated information marketplace
  • An audience with limited attention
  • A lack of time and resources to generate content

Fortunately, there are some best practices that law firms can use to overcome all these hurdles. One of these tactics is to focus on niche content.

What Is Niche Content Marketing?

Niche content marketing is simply narrowing the scope of the subject matter and audiences for your content campaigns. The strategy is a time-tested one and has been used successfully by major brands (Coca-Cola’s water replenishing campaign) and publishers (NeedlePoint Now).

By tackling a narrow topic with substantive coverage, your thought leadership will be more visible to an audience that, while possibly smaller, is more engaged. This can enable a law firm to “own” a specific subject matter rather than competing with dozens of other law firms, or worse, major legal and business publications that are already writing about certain topics in depth.

Here are some examples of law firm niche content marketing:

How Can Jaffe Help with Your Content Marketing?

Our experienced content strategists can work with you to identify an area for which your law firm, a practice or an individual attorney can shine. We conduct thorough competitive analysis to narrow down a specific focus for your content efforts and help you design an editorial strategy that will break through the content clutter. In addition, our design team can develop a unique look for packaging your content, while our SEO strategists can implement on-page SEO tactics to get your content noticed.

Want to learn more about how niche content marketing can benefit your firm? Contact Keith Ecker, SVP, Marketing & Branding, at