After more than two decades providing content marketing services for law firms, we know that authoring original articles, especially on third-party blogs (like the lawyers who contribute to The Legal Examiner), see many benefits. Quality content tailored to your audience can increase visibility, get law firms into AI citations, build authority, and reinforce branding efforts.

Our team knows what content has the biggest impact, and it typically comes down to whether it’s “newsworthy”. When you focus on this blog strategy and optimize content for SEO, your firm’s articles are best positioned for both short- and long-term value.

Because of the power that blog content has, and the expanding role of the internet and AI, knowing the types of topics that best interest, resonate with, and provide value to your audience is crucial.

Lists vary, but there are generally seven types of newsworthy content. We’ve seen lawyer’s get the greatest audience engagement when blog posts fall into one or more of these categories: proximity, timeliness, human interest, prominence, impact, conflict, and/ or hobby and special interest.

The results that law firms get from newsworthy content are vast:

  • Blogs and Websites: Increased traffic, lower bounce rates, and longer time spent on pages and sites.
  • Newsletters: Improved retention and higher click-through-rates.
  • Social Media: Greater engagement and increased shares.

But it does more. Newsworthy content gets the attention of search engines and AI systems, the gatekeepers to reaching your audience and building authority.

The 7 Types of Engaging Legal Content Topics

When lawyer’s select blog post topics, they should fall into one or more of these categories to position content for the greatest impact.

1.      Timeliness

There are several examples of timely content – an upcoming lookback window deadline, new legislation that’s coming into effect, recent verdict or jury award, or case outcome that sets precedent.

Legal blog content that’s timely can also apply to something seasonal or short-term; this article about the legal issues regarding hurricanes in Tampa Bay, which was posted during hurricane season, or safety tips for driving in the winter, are some examples.

The benefit of an article that falls under timeliness is that your firm’s audience uses search engines and AI programs to access information. Since these systems look for content and sources that provide the most up-to-date information, showing that your firm is talking about it and sharing details as they emerge or when they matter most helps grow topic authority and brand recognition.

2.      Impact

An impact topic is something that affects a lot of people or has serious consequences. An outcome of a bellwether trial in a mass tort case is one example; after all, when hundreds or thousands of plaintiffs are part of multidistrict litigation and a test trial results in a high verdict – or goes against the plaintiff – it has a significant effect on the rest of the cases.

One of our clients blogged about legal intervention to Safeguard SNAP after the shutdown. With over 40 million Americans receiving SNAP benefits, what happened during the government shutdown and what followed is newsworthy because it impacts a wide audience.  

Other, high-impact legal articles could involve environmental disasters (like the BP oil spill and resulting litigation), or a state legislation change that affects numerous industries and businesses. The greater the consequence or scale, the greater the opportunity for engagement.

3.      Proximity

Law firms can increase content visibility among an audience based on location, such as the city or state a lawyer practices law in. Since location significantly affects SEO, actively publishing legal content that affects a certain geographical area helps you show up in “near me” search results.

Some blog topics based on proximity that a lawyer could write about are new city by-laws, like changes to infrastructure for pedestrian safety. A high-profile case that’s starting in your city is another location-specific topic that appeals to people in your community. Upcoming events that have a legal angle, or new developments that positively or negatively impact locals are proximity-based, but also timely.

4.      Human Interest

Human interest articles are emotionally engaging. They’re about individuals or a group of individuals who have experienced something that the audience feels an emotional connection to. They can be inspiring, heartwarming, or sad, or about difficult, unfair, or traumatic experiences.

One of the law firms that contributes to The Legal Examiner recently published an article about a 3-year-old girl drowning in a pool at a short-term rental. The post covered what happened and how an investigation had begun, but the value and relevance go further. It segued to one of the firm’s lawyers explaining legal responsibility when accidents happen at rentals, and what affects these types of cases, highlighting his depth of knowledge and experience.

5.      Hobby or Special Interest

This category of newsworthiness relates to topics that a law firm’s target audience has a specific or special interest in. It applies to a wide range of topics and types of articles, and oftentimes, results in valuable evergreen content.

For example, a blog topic that’s relevant to the expertise of a motorcycle accident lawyer could explain to a motorcycle enthusiast how to limit risks of injury and crashes. Another could cover motorcycle laws in the city or state they practice law in, adding a proximity angle to the lawyer’s blog post.

Content for hobby or special interest angles is effective when it provides solutions or answers and anticipates questions. Think: how to guides, FAQs, and checklists, which has long-term value, like that of evergreen content. The important thing to remember when writing a legal blog post that falls under this category is that it must be audience-specific.

6.      Prominence

Article topics that involve a prominent person or business is another way a law firm can interest and engage their audience. You’ve likely noticed that news outlets cover stories like this all the time.

Recent news has centered around the high-profile, social media addiction lawsuits, which is a clear example of using prominence in an article. Those stories also fall under a previous category, impact, because social platforms are used by so many people.

Another example topic for lawyers to write about that involves a prominent party is when a Governor commits to or introduces legislation that addresses a serious issue. If it relates to your firm’s practice areas and where you practice law, the connection is clear and your legal insight offers real value to your audience.

7.      Conflict

A conflict blog topic a firm may cover doesn’t just apply to crimes. Personal injury lawyers could write articles about business, technology, or political conflict that impacts clients or their practice areas. It could be related to a legal battle or simply have legal ramifications.

Examples include disputes that involve government overreach, major tech conglomerates involved in a lawsuit, shareholder disputes, whistleblower litigation, and more.

Recently, a Legal Examiner staffer published an article about offshore wind farms resuming construction after Trump issued stop-work orders. It shared a timely news update about the status of the delays and legal battles happening in the US and covered the past year of conflict between the Administration and wind farm companies.