HeyCounsel Newsletter

In this edition. 💰 A large tech company looking for someone with prior product counseling experience; a discussion on launching a legal podcast; and how to get instant results from LinkedIn when you turn it over to the pros —> “LinkedIn Ghostwriting That Works”.

Ignore Content Marketing at Your Peril

Larger firms are typically slow to embrace new tech and new trends even if they are shown to work.  Part of this is because of internal bureaucratic inertia but there is also the human tendency to adopt the age-old saying “if it ain’t broke, don’t fix it.”  This is particularly true in the area of marketing.

Many attorneys still rely solely on traditional methods of generating clients, such as referrals and paid ads.  While these approaches still work, there is a fundamental shift that is occurring among potential clients about how they approach the process of finding a lawyer.  According to studies from the American Bar Association, over 60% of consumers seeking legal services start their search on the internet instead of reaching out to their network (with some estimates going as high as 85%).

It is not breaking news that people use the internet to find representation. What is startling is that the trend seems to be the market is moving towards the internet becoming the exclusive method of finding representation.  This means that if your firm does not have a long-term online growth plan in place now, the clock is ticking.

One low-risk, high-reward strategy that you can start to deploy now is content marketing.  Content marketing differs from traditional advertising in that its goal is to educate and inform, rather than directly sell to the consumer.  This approach builds trust, positions your firm as an expert, and pre-sells prospective clients on you as the only option before the first intake.

Research has shown that content marketing can generate three times more leads than traditional marketing while costing significantly less.  Content marketing also drives long-term growth in ways other strategies can't match. It improves your SEO, helping your website rank higher in searches, which compounds over time into a steady stream of organic traffic and qualified leads. 

Content marketing is a great way to differentiate your firm in a crowded legal market.

From Zero To Content Hero In Three Steps

The key for content marketing is authenticity and real-world expertise.  In fact, consumers as a whole are beginning to dismiss high production value content.  This means that with a coherent strategy and consistency you can make big gains with your prospective market.  Here are some practical steps to take your content marketing to the next level.

First, identify your dream client and determine what their pain points are.  You can do this rather easily by looking at your current clients and seeing what questions get asked over and over again.  You can also use tools like Google Search for your practice area to see what’s trending.  Focus on these topics in your content (without giving free legal advice) and create “top of funnel” content that answers the very first questions a prospect may have.  You aren’t giving a free consultation, rather you are framing the problem for people who don’t have a reference point.

Once you know what you want to talk about, start small.  Solo-practitioners and small firms have tight time constraints.  Don’t overwhelm yourself in the beginning.  Dedicate one day a month to content creation.  Write 4-6 blog posts on your selected topics.  Break off sections of these pieces of content and create social media posts or LinkedIn threads.  Repurpose relentlessly.  This “Hub and Spoke” model is a proven way to get a big impact from a small amount of work.

Make sure to track what you are doing to see which posts or content drives the most traffic or inquiries.  Once you identify the winners, double down on that type of content.  Wash, rinse, repeat.  

Before you know it, you will have a predictable source of qualified leads that will only get better with time.

What if, despite these great suggestions, you still don’t have the time to do content marketing?  The worst thing you can do is ignore the need.  If you can’t do it yourself, then delegate it to an expert.  Our featured event this week is “LinkedIn Ghostwriting That Works”, with Storyleads.io founder Jacob Molina coming up on February 5, 2026.  If you know that you don’t have the time, or try to tackle it yourself but come up short in the next few weeks, jump on the call with Jacob and see what’s possible in a very short time frame when you turn your content marketing over to the experts.

📆 Upcoming Events

CHECK THEM ALL OUT HERE

1. Forming and Managing Entities W/ Perfect Form (1/13/26) - Registration Link - Create a system that gets identical results every time.

2. Free Law Project Demo (1/20/26) - Registration Link - Free Law Project is the leading nonprofit using technology, data, and advocacy to make the legal ecosystem more equitable and competitive.

3. Spellbook <> HC Fireside Chat (1/27/26) - Registration Link

4. Billing Beyond The Billable Hour (1/29/26) - Registration Link - Explore practical approaches to billing beyond the hour — subscriptions, retainers (including evergreen retainers), fixed/project pricing, and hybrid models.

5. LinkedIn Ghostwriting That Works (w/ Storyleads.io founder Jacob Molina) (2/5/26) - Registration Link - See what’s possible in a very short time frame when you turn your content marketing over to the experts.

🌟 /Threads

1. A discussion on launching a legal podcast.

2. Insights on using Triple Checklist for checklists and transaction management.

3. A collection of Sample Licensing Agreements.

4. Check out members’ New Years Resolutions

🚀 New client opportunities this week

Here are a few of our favorite opportunities that have popped up this week. Want the full list? Head to our #03-opportunities channel!

1. A founder is asking for a lawyer who is able to do an LLC to DE C Corp Conversion.

2. Looking for a California attorney to write an opinion letter that no “Bulk Sale” is owed to appease bank counsel.

3. Large tech company looking for someone with prior product counseling experience.

4. Looking for support listing a Malaysian mining company on Nasdaq listing a Malaysian mining company on Nasdaq.

Have a great weekend!

If you enjoyed today's newsletter please forward it to someone who you think would be a great fit for our community.  We can accomplish more together than we can apart!

Till next time,

Brian

HeyCounsel Weekly Pulse