Key Takeaways
- Content marketing helps Swedish law firms build trust, authority, and visibility in both Swedish and English markets
- Effective legal content must address client questions at each stage of their decision-making process
- A mix of formats (articles, videos, podcasts) distributed across multiple channels creates maximum impact
- Measuring content performance against business goals is critical for ongoing optimization
- Both in-house content creation and third-party distribution services can be combined for optimal results
Content marketing represents a powerful opportunity for Swedish law firms seeking to grow their client base, build trust, and establish authority in their practice areas. By creating valuable information that potential clients actively search for, law firms can attract organic traffic and position themselves as thought leaders without relying solely on paid advertising.
Unlike traditional marketing approaches, content marketing focuses on answering client questions before they’re ready to make contact. This approach is particularly effective in the legal sector, where clients often conduct significant research before selecting representation.
This comprehensive plan outlines how Swedish law firms can implement an effective content marketing strategy that drives client acquisition and firm growth through multiple channels in both Swedish and English.
Understanding the Swedish Legal Market
Swedish Legal Landscape Considerations
The Swedish legal market has unique characteristics that influence content marketing strategies:
- A high trust society where credibility and expertise are highly valued
- Increasing competition among law firms for visibility
- Growing need for both Swedish and English legal content as businesses become more international
- Strict regulations governing legal marketing and claims
According to the Swedish Bar Association, legal marketing must adhere to specific ethical guidelines that emphasize accuracy and professionalism. The association’s Code of Professional Conduct (Vägledande regler om god advokatsed) contains specific provisions regarding marketing communications. These rules require that all marketing materials must be factual, truthful, and dignified. Law firms cannot make claims about specialization unless they can be objectively verified. Additionally, any comparison with other law firms must be fair and based on demonstrable facts, not subjective opinions.
Client testimonials are permitted but must be anonymized appropriately to maintain client confidentiality.
Marketing materials should also clearly distinguish between legal information and specific legal advice, with appropriate disclaimers that content does not constitute attorney-client relationship.
Violation of these guidelines can lead to disciplinary actions from the Bar Association, making compliance a crucial consideration in content marketing efforts.
Content Strategy Framework
Every law business content marketing strategy should begin with a clear framework that allows you to set up objectives to help you reach your goals and identify your target audience. This will be the basis for your entire content marketing plan.
Setting Clear Objectives
Successful content marketing for law firms starts with defining specific business goals because without clear objectives, content creation becomes aimless and impossible to measure, leading to wasted resources and missed opportunities for client acquisition. Strategic objectives provide direction for content topics, formats, and distribution channels while establishing benchmarks against which to measure return on investment.
- Increase organic traffic to the firm’s website: This involves attracting more visitors who find your content through search engines, social media, and external websites without paying for clicks. For law firms, this means creating content that answers common legal questions potential clients search for. Success metrics include total website visitors, organic search traffic, and new visitor percentage.
- Generate qualified leads for specific practice areas: Rather than generic traffic, this goal focuses on attracting potential clients who need specific services your firm offers. For example, a firm might create content targeting businesses dealing with GDPR compliance issues to generate leads for their data privacy practice area. Metrics include contact form submissions, consultation requests, and practice area-specific inquiries.
- Build authority in specialized legal niches: This objective aims to position your firm as the go-to expert in specific areas of law through thought leadership content. For instance, a firm specializing in tech startups might create in-depth content about funding rounds, intellectual property protection, and employment law for growing companies. Success indicators include content shares by industry influencers, speaking invitations, and media mentions.
- Support recruitment of legal talent: Content marketing can also help attract qualified legal professionals to your firm by showcasing your culture, expertise, and approach to law. Content might highlight professional development opportunities, firm values, and employee profiles. Metrics include quality of applicants, recruitment cost reduction, and candidate-cited awareness of firm content.
- Nurture existing client relationships: Beyond acquisition, content can strengthen relationships with current clients, encouraging retention and referrals. This might include educational content about emerging legal issues relevant to clients, newsletters, and client success stories. Metrics include client engagement with content, referral rates, and retention statistics.
By regularly analyzing these metrics against your initial objectives, you can continuously refine your content strategy to better serve both your firm’s business goals and your clients’ information needs.
Target Audience Analysis
Swedish law firms typically serve multiple audience segments:
| Audience Segment | Information Needs | Content Priorities |
| Business clients | Regulatory compliance, contract issues, dispute resolution | Practical guides, case studies, regulatory updates |
| Individual clients | Personal legal matters, family law, property issues | Clear explanations, checklists, process guides |
| International clients | Swedish legal system overview, cross-border issues | English-language content, comparative analysis |
Understanding what questions these audiences ask before hiring a lawyer forms the foundation of effective content creation. This mirrors the buyer journey approach that Hilliby uses to identify high-value content topics.
Identifying The Buyer Journey For Law Clients
Every effective content marketing strategy first starts with understanding the buyer search journey of your clients when they are actively looking at search engines for the things you offer. This is how you make sure your content stands out for people who want what you plan to promote. For legal businesses, the buyer journey typically looks like this:
Awareness
This initial stage occurs when potential clients first recognize they have a legal issue or need. They might search broad terms like “do I need a lawyer for property purchase in Sweden” or “business contract dispute options.” Content addressing these awareness-level questions should focus on identifying problems and introducing potential solutions without being overly technical.
Awareness Stage Questions At this stage, potential clients are identifying their legal issue but may not yet realize they need professional help:
- “What does Swedish law say about [specific situation]?”
- “Is [specific action] legal in Sweden?”
- “What are my rights regarding [issue]?”
- “Do I need a lawyer for [specific situation]?”
Research
At this stage, potential clients are actively gathering information about their legal situation. They search for detailed explanations about legal concepts, processes, and requirements. Example searches might include “Swedish commercial lease agreement requirements” or “divorce process in Sweden timeline.” Content should provide educational value with more specific information than awareness-stage content.
Research Stage Questions Here, clients are seeking deeper understanding of their legal issues:
- “How does [legal process] work in Sweden?”
- “What are the steps in a Swedish [legal proceeding]?”
- “Consequences of [action] under Swedish law”
- “Typical timeline for [legal matter] in Sweden”
- “Requirements for filing [legal document] in Sweden”
Consideration
Now potential clients are evaluating different legal service providers and approaches. They look for differentiating factors between firms and evidence of expertise in their specific issue. Searches might include “best corporate law firms in Stockholm” or “lawyer specializing in tech startup acquisition.” Content should showcase your firm’s unique approach, expertise, and success stories.
Consideration Stage Questions Here, clients understand they have a legal issue but are evaluating options:
- “How do I choose the right lawyer for [specific case]?”
- “What’s the difference between [legal service types]?”
- “How long does [legal process] typically take in Sweden?”
- “What documents do I need for [legal process]?”
- “How much does [legal service] cost in Sweden?”
Decision
At this critical stage, potential clients are finalizing their choice of legal representation. They’re looking for confirmation they’re making the right choice and specific information about working with your firm. Searches might include your firm’s name plus reviews or specific attorneys’ names. Content should address common hesitations and provide clear next steps.
Decision Stage Questions At this point, clients are ready to select a specific law firm:
- “What experience does [firm] have with [specific case type]?”
- “What is [firm]’s success rate with [case type]?”
- “What do former clients say about [firm]?”
- “How quickly can [firm] handle my case?”
Conversion
This is when a prospect becomes a client by signing an engagement letter or retainer agreement. Content supporting this stage includes client onboarding materials, process explanations, and expectations setting.
Conversion Stage Questions Questions that arise as prospects become clients:
- “What happens after I hire [firm]?”
- “What information do I need to provide to my lawyer?”
- “How will communication work during my case?”
- “What are the next steps in my legal matter?”
- “What can I expect in the first meeting?”
Retention
The final stage focuses on maintaining the client relationship beyond the initial matter. Clients may search for updates on legal developments affecting their business or additional services. Content should provide ongoing value, demonstrate continued expertise, and build deeper relationships.
Retention Stage Questions Questions from existing clients that can lead to continued relationships:
- “Recent changes to [area of law] in Sweden”
- “How does [new regulation] affect my business?”
- “When should I consult my lawyer about [situation]?”
- “Does my legal agreement need updating?”
- “[Firm name] other practice areas”
Content should be strategically created to address questions at each of these stages, guiding potential clients toward contacting your firm and ultimately becoming loyal clients.
Prioritizing Questions by Business Impact
Not all questions are equally valuable from a business perspective. Prioritize content creation around questions that:
- Have reasonable search volume (indicating demand)
- Demonstrate clear intent to hire legal services
- Align with your firm’s specific practice areas and expertise
- Have lower competition from other legal content
By focusing on high-intent questions rather than general legal topics, law firms can attract more qualified potential clients who are already considering legal services.
Content Pillars for Legal Services
Organize your content around these key pillars:
- Educational content: Explaining legal concepts and processes
- Advisory content: Offering general guidance on common legal situations
- Thought leadership: Analyzing trends and developments in Swedish law
- Firm-focused content: Showcasing expertise and culture
At hilliby.se we are experts at creating content that aligns with the buyer journey of legal clients.
Research Methods for Question Discovery
To identify these questions effectively, Swedish law firms can use several research techniques:
- Keyword research tools like Answer the Public or Google’s People Also Ask sections to find common questions
- Client intake interviews to document the questions new clients had before contacting the firm
- Industry forums and social media groups where legal questions are discussed
- Website search queries and chat logs from your own website
- Competitor content analysis to identify question gaps you could fill
Use Hillibys, a unique content marketing service for an all in one content solution that includes research.
Content Creation
The creation of the content simply means writing the text and preparing the visuals if you are planning multi formatted content (Which you should) however it’s important to remember that when creating content either yourself or via a 3rd party, you should always ensure to focus on quality. Customers and search engines are only interested in high quality content that addresses the question well so you should always make sure that whoever is writing the content really understands the topic and is providing the most useful information.
Content Formats for Law Firms
A complete content marketing strategy should include multimedia formats. This allows you to get your brand visible in more ways to more audiences. Different formats serve different purposes and can be featured on your own site and on other sites to expand reach:
- Articles and blog posts: Detailed explanations of legal topics
- Case studies: Anonymous examples of successful client outcomes
- Videos: Brief explanations of complex topics
- Podcasts: Interviews and discussions on legal developments
- Infographics: Visual representations of processes or statistics
- Guides and checklists: Downloadable resources that provide value
Multilingual Approach
Nowadays if you want to attract as many clients as possible to your law firm you should be easily found for both Swedish and English search terms. Creating and sharing content in both Swedish and English offers significant advantages:
- Serves local clients in their preferred language
- Reaches international clients and businesses operating in Sweden
- Increases overall digital visibility
- Positions your firm as internationally capable
Quality and Compliance Considerations
When creating legal content, especially on your site, it must be:
- Accurate and up-to-date with current Swedish law
- Compliant with Swedish Bar Association guidelines
- Clear about not constituting legal advice
- Professionally written and edited
- Valuable to the reader
The Swedish Data Protection Authority provides guidelines that should be considered when creating legal content related to data privacy and GDPR compliance.
Distribution Channels
Once you have created the right content for your law firm tailored to the buyer journey of your target audience, you now need to get that content out in the world and in places they will see it.
Website and Blog Optimization
Your firm’s website serves as the hub for your content marketing. This is where you have full control and must provide the highest quality. When creating content on your site the best practices are to:
- Create a resource center (Blog) organized by practice area
- Optimize for search engines with proper keywords and metadata
- Ensure mobile responsiveness and fast loading times
- Include clear calls-to-action on all content
Tools like Google Search Console can help monitor your site’s performance in search results.
Social Media for Legal Professionals
Every legal business should have an active social media presence which means you need content posted regularly. Different platforms serve different purposes that you can utilise:
- LinkedIn: Professional articles and firm updates
- Twitter: Legal news commentary and updates
- YouTube: Educational videos and webinars
- Facebook: Community engagement and firm culture
LinkedIn is particularly valuable for law firms in Sweden due to its professional focus and content distribution capabilities.
Legal Directories and Publications
Contribute content to established platforms:
- Legal directories with article sections
- Industry publications like Dagens Juridik
- Business journals such as Dagens Industri
- Hilliby Premium campaigns include content about your business on DI.
- Partner websites and blogs
Done for You Third-Party Content Distribution Solutions
Distributing content beyond your own channels significantly amplifies reach and effectiveness. Services like Hilliby offer a comprehensive solution that acts as a complete organic traffic growth team for law firms looking to expand their digital presence.
Hilliby’s approach goes beyond traditional content creation to deliver a multi-channel distribution strategy:
- Strategic topic identification: Hilliby conducts extensive research to identify exactly what potential legal clients are searching for before they make hiring decisions. This ensures content addresses real questions that drive business, rather than topics that don’t lead to client acquisition.
- Multi-format content creation: For each identified topic, Hilliby creates and repurposes content into multiple formats:
- News articles that can appear on authoritative news sites
- Blog posts for third-party legal and business websites
- Podcasts distributed to platforms like Spotify and Apple Music
- Videos optimized for YouTube and other video platforms
- Infographics shared across image-focused platforms like Pinterest
- Slideshows/flipbooks posted on document sharing sites
- Short-form video content (reels) for social media platforms
- Social media posts ready for direct publishing to firm accounts
- Massive distribution network: What truly sets this approach apart is distribution across hundreds of websites spanning multiple categories:
- Major news sites including Google News, Dagens Industri, and Business Insider
- Social media platforms like Facebook, Instagram, LinkedIn, and TikTok
- Video platforms with YouTube being the primary focus
- Podcast directories including Spotify and Apple Music
- Image-sharing sites like Pinterest
- Document sharing platforms
- Bilingual content strategy: Hilliby creates content in both Swedish and English, which serves two critical purposes for law firms:
- Swedish content targets local clients searching in their native language
- English content taps into international clients and businesses operating in Sweden
- Being mentioned on hundreds of English-language sites significantly boosts the firm’s global visibility and authority
- This dual-language approach mirrors how Sweden’s largest brands maintain visibility in both domestic and international markets
- Authority building: One of the biggest challenges for law firm websites is breaking through what Hilliby calls the “authority ceiling” – the limitation on visibility due to a website’s perceived importance. By having content distributed across hundreds of established websites, Hilliby helps law firms overcome this limitation, signaling to search algorithms that the firm is an important, trustworthy entity in the legal space.
- Reports and KPI’s: The service includes detailed reporting so business owners can keep track of the performance of their campaigns
This comprehensive distribution approach is particularly valuable for law firms because:
- It provides exposure across the entire client journey – from initial legal problem awareness through to specific firm selection
- It creates multiple entry points to discover the firm beyond just Google search
- It builds substantial signals of authority and expertise in specific practice areas
- It establishes the firm’s brand in both domestic and international contexts
As described in Hilliby’s content distribution strategy, this approach results in a sustainable increase in organic traffic that grows in value over time, unlike paid advertising which stops delivering the moment spending ends.
Measurement and Optimization
Now the content is created and available to your target audience, you need to be able to measure the performance to see what content does and doesn’t work in terms of drawing traffic to your business and bringing in more sales.
Key Performance Indicators
Track these metrics to measure success:
- Traffic metrics: Website visitors, page views, time on page
- Engagement metrics: Social shares, comments, downloads
- Lead generation metrics: Contact form submissions, consultation requests
- Business impact metrics: New clients acquired, revenue attributed to content
Tools for Tracking Success
Implement these tools to monitor performance:
- Google Analytics for website traffic
- CRM system for lead tracking
- SEO tools for keyword rankings
- Social media analytics
Iterative Improvement Process
Follow this continuous improvement cycle:
- Analyze performance data monthly
- Identify top-performing content
- Update underperforming content
- Develop new content based on insights
- Test new formats and topics
Hilliby’s content marketing solution includes comprehensive KPI reporting allowing our customers to easily measure the performance of our campaigns whilst they focus on their own law firms.
Implementation Timeline
Once a content marketing strategy has begun, it’s important to continue to publish regular content for your law firm to stay relevant and build upon your results.
Month 1
- Plan the new content following the buyer journey
- Create a content plan by month that can be stuck to including quantity and media formats.
- Audit any existing content and optimize for search engines
- Establish social media presence on key platforms
- Create & publish first content
- Consider using full turnkey content solutions like Hilliby to expand reach and save time.
The first 12 months
- Start to get your brand more visible (Slight traffic increases and appearing more in search engines)
- Set up proper analytics tracking
- Review content & update plan and schedule accordingly based on results.
12+ Months
- Build comprehensive resource centers for each practice area
- Become a topical authority in the legal niche and drive evergreen traffic to yoru site.
Final Thoughts: Build Authority for your law firm with Content
Content marketing offers Swedish law firms a sustainable way to build visibility, authority, and client relationships. By creating valuable content that answers potential clients’ questions and distributing it effectively across multiple channels, firms can attract organic traffic and generate qualified leads.
The most successful approach combines:
- Strategic planning based on client needs
- High-quality content creation in multiple formats
- Effective distribution across owned and third-party channels
- Continuous measurement and optimization
While building an effective content marketing program takes time, the compound benefits of increased visibility and authority make it one of the most valuable long-term marketing investments a Swedish law firm can make.
Remember that consistency is key—create a sustainable publishing schedule that your firm can maintain, and focus on quality over quantity. Start with the topics most relevant to your ideal clients, and expand your content library methodically over time.
