![\"human-centered](\"https:\/\/i0.wp.com\/www.attorneyatwork.com\/wp-content\/uploads\/2025\/05\/human-centered-legal-content.jpg?resize=770%2C495&ssl=1\" "\\"\\"")
Table of contents<\/h2>\n\n- Balancing Efficiency and Authenticity in Your Content Strategy<\/a><\/li>\n
- 1. Infuse Your Content with True Thought Leadership<\/a><\/li>\n
- 2. Don\u2019t Be Shy about Expressing Strong Opinions<\/a><\/li>\n
- 3. Use Original Research to Stand Out\u00a0 From the Crowd<\/a><\/li>\n
- Remember: It\u2019s All About That EEAT<\/a>\n
\n- Creating top-notch legal content is time-consuming \u2014 that\u2019s why so few succeed at it or even try.<\/a><\/li>\n<\/ul>\n<\/li>\n
- FAQs About AI and Content Marketing<\/a><\/li>\n<\/ul>\n<\/div>\n
Balancing Efficiency and Authenticity in Your Content Strategy<\/h2>\n
In 2025, legal content marketing<\/a> stands at a crossroads between efficiency and authenticity. While generative artificial intelligence (GenAI) offers tempting shortcuts, compelling and well-performing legal content still requires a distinctly human element. Unfortunately, this is where AI falls short. This doesn\u2019t mean it isn\u2019t useful for helping <\/em>create content for your law firm\u2019s blog, but it does mean you can alienate readers by posting articles that are more ChatGPT than human.<\/p>\nAccording to data aggregated by Finances Online<\/a>, 97% of attorneys have zero personal content on their websites, and few law firms leverage data analytics to create content that directly addresses their clients\u2019 needs or preferences. This means that leaning on AI-heavy blog content is exacerbating a problem that already existed in the legal industry before ChatGPT arrived.\u00a0<\/p>\nTo be clear, I\u2019m not saying that you shouldn\u2019t use GenAI in your content creation process. I\u2019m saying that it\u2019s just another tool in the toolbox, and for content to rank, you need to make it stand out in the vast sea of generic AI content that is growing deeper every day.<\/p>\n
Here are three human-centered strategies to balance AI efficiency with your authentic legal voice.<\/p>\n
1. Infuse Your Content with True Thought Leadership<\/h2>\n
Thought leadership is the real deal \u2014 you can\u2019t cut corners with it. Whether expressing a new concept or unique insight, thought leadership connects the dots in a fresh way. Like the name implies, there is some risk required in advocating a new perspective. On the other hand, this is precisely why thought leadership content is compelling and cuts through the clutter.<\/p>\n
The Content Marketing Institute<\/a> says creating content that stands out is a top priority across industries. In other words, the struggle to produce truly innovative blog posts is felt universally. In that frustration, AI may seem like a mirage in the content desert. However, if you ask Chat GPT if it\u2019s good at thought leadership, the answer is, \u201cAI can support thought leadership, but it isn\u2019t naturally a thought leader on its own.\u201d\u00a0<\/p>\nAI excels at data analysis, brainstorming, synthesizing concepts, summarizing details, and automation. Again, according to Chat GPT<\/a>, AI is not good at:<\/p>\n\n- Generating groundbreaking ideas and coming up with unique insights<\/li>\n
- Communicating any real emotional nuance or complexity<\/li>\n
- Taking risks, which often relies on some type of \u201cgut feeling\u201d<\/li>\n
- Relationship-building and credibility, which, as Chat GPT pointed out, are foundational requirements for thought leadership to take hold<\/li>\n<\/ul>\n
Additionally, Chat GPT told me it\u2019s not good at thought leadership because it has no personal convictions and lived experience. As far too many of us know, going through a divorce or a car accident is far different than merely analyzing one.<\/p>\n
The right way to use AI in thought leadership pieces for your law firm\u2019s blog is to think of it as an experienced legal assistant. Only you can practice law and give legal advice, but your assistant does the grunt work. For example, in this section, I asked AI to expand on my idea, not to generate the idea.\u00a0<\/p>\n
2. Don\u2019t Be Shy about Expressing Strong Opinions<\/h2>\n
Taking a step back to see the big picture, there are plenty of lawyers for potential clients to choose from out there. As a consumer in the market for legal representation, who do you hire when they all seem so qualified and experienced?\u00a0<\/p>\n
This is where something as simple as a photo of you with your family, rather than a picture of you in a suit next to law books, can make a difference. Now you are memorable. The same logic is true for the content on your website. The middle ground is safe, but it\u2019s boring. If you want to create life-changing legal content that never dies, it\u2019s not going to happen in the comfort zone. Unfortunately, AI-generated content is the epitome of the comfort zone.<\/p>\n
Expressing \u201cstrong opinions\u201d doesn\u2019t have to be brash or in-your-face. It just has to be passionately stated and fiercely defended.\u00a0Here are some ways to get started asserting strong opinions on your law firm\u2019s blog:<\/p>\n
\n- Take a stand on upcoming legislation.<\/strong> Why does your law firm support or not support the proposed law? How would this law\u2019s passing impact your clients?<\/li>\n
- Discuss a recent court decision.<\/strong> Demonstrate your legal prowess by exploring new case law. It\u2019s also an opportunity to show you can explain complex legal concepts to average people. (This is also known as \u201cnewsjacking\u201d \u2014 offering your take on current legal news.)<\/li>\n
- Propose a new law:<\/strong> Show why this legislation is needed and the holes in the existing law. You can even offer a copy-and-paste letter to your local government official that readers can email.<\/li>\n<\/ul>\n
How can AI help with these types of opinion pieces? It can identify unpopular laws, what\u2019s on the ballot that may affect your clients, help you brainstorm your subheadings, and assist with filling in paragraphs and bullet points.\u00a0<\/p>\n
3. Use Original Research to Stand Out\u00a0 From the Crowd<\/h2>\n
Some car accident attorneys have already started commissioning traffic surveys. Not only can this be helpful as evidence in court for certain cases, but it also makes for one-of-a-kind content. Additionally, in the subsection above where I reported on what Chat GPT says AI\u2019s capable of, this is original research. Incoming queries or settlement offers your law firm negotiates can also be studied and presented as research. On top of that, a long email you drafted explaining how best to get a wheelchair into the courthouse could be tweaked and repurposed into a blog post.<\/p>\n
Again, AI synthesizes data well. You can share your original research with AI and have it explain the impact, clarify, and offer ideas for your post\u2019s outline. The bottom line is that anything original is better. A quick story from law school or a mention of a similar case you tried last year can be tied in and offer similar benefits.<\/p>\n
Legal Ethics in AI Content Creation: Walking the Line<\/h2>\n
Ethics can\u2019t be an afterthought when leveraging AI for legal content marketing. A lawyer\u2019s ethical obligations don\u2019t disappear online\u2014they intensify. Bar associations across the country are already scrutinizing AI-generated legal content, with some issuing ethics opinions that caution against misrepresentation.\u00a0<\/p>\n
While AI can draft boilerplate explanations, you remain ethically responsible for every word published under your law firm\u2019s name. This means verifying AI-generated legal interpretations for accuracy and currency, clearly distinguishing between general information and legal advice, and maintaining confidentiality when repurposing client scenarios \u2014 even anonymized ones. <\/p>\n
Remember that, unlike other industries, misleading legal content doesn\u2019t just cost you rankings, it could trigger bar complaints.\u00a0<\/p>\n
The bottom line: AI can streamline your content production, but the ethical duty of supervision remains squarely on your shoulders.<\/p>\n
Dead Giveaways of AI-Generated Law Firm Content<\/h2>\n
On the flip side of thought leadership, strong opinions, and original research is AI content. AI generates stuffy and polite language, loves filler phrases and buzzwords, and has a sentence and paragraph structure that is\u2014well\u2014mechanical.<\/p>\n
For example, a one-sentence paragraph is great for emphasis and visual appeal, but AI doesn\u2019t normally use them.<\/p>\n
Or bold text.<\/strong><\/p>\nWhile I just drew your eye to this part of the page, things like these or \u201cinverted pyramid\u201d subheadings are outside AI\u2019s scope. Here are a few other AI red flags:<\/p>\n
\n- Terms that lack real meaning or substance, like \u201cnavigating the complexities\u201d or \u201cinnovative solutions.\u201d<\/li>\n
- Bulleted lists in every<\/em> section.<\/li>\n
- Over-explaining and reframing simple things just to buff up the word count.<\/li>\n
- Thesaurus-sounding words like \u201csynergize,\u201d \u201cdelve,\u201d \u201ctapestry,\u201d \u201coptimize\u201d and \u201cinterplay.\u201d\u00a0<\/li>\n
- Generic filler clauses such as \u201cIn today\u2019s world\u201d or \u201cIn the fast-paced environment of.\u201d<\/li>\n
- Predictable sentence structures with phrases like \u201cThis is due to\u201d or \u201cThat means.\u201d<\/li>\n
- Making obvious conclusions.\u00a0<\/li>\n
- Paragraphs that all contain the same number of words or sentences.<\/li>\n
- No stories, examples, or references to obvious news stories relating to the topic.<\/li>\n<\/ul>\n
If any of this sounds familiar, you already know where your law firm\u2019s blog needs fine-tuning.<\/p>\n
(Read: \u201cFirst Rule of Editing GenAI Documents.\u201d)<\/em><\/a><\/p>\nRemember: It\u2019s All About That EEAT<\/h2>\n
Google evaluates content through its EEAT framework\u2014Experience, Expertise, Authority, and Trust. Websites demonstrating these qualities earn higher rankings in search results.\u00a0For law firms, meeting EEAT standards isn\u2019t just beneficial, it is essential. Google deliberately applies stricter evaluation criteria to websites offering advice or services related to \u201cYour Money or Your Life\u201d topics, which includes legal guidance that affects people\u2019s financial well-being or personal safety.<\/p>\n
Creating top-notch legal content is time-consuming \u2014 that\u2019s why so few succeed at it or even try. <\/h3>\n
The good news is that embracing AI in a smart way can make the process of writing good legal content easier. When your competitors are looking for a shortcut, be the law firm holding strong to \u201cquality over quantity.\u201d Content marketing is an investment, so make sure you, your marketing team, and your partners are playing the long game.<\/p>\n
\nFAQs About AI and Content Marketing<\/h2>\n\nHow can law firms incorporate original research into their content?<\/strong> <\/p>\nOriginal research can include analyzing internal data (like query trends or settlement amounts), conducting surveys, or sharing unique insights gained from your firm\u2019s experience. Even repurposing internal communications can count. Also, while not exactly original, you might ask GenAi to compare and generate insights from a few different survey reports in the industry you serve, creating new legal content from existing industry data.<\/p>\n<\/p><\/div>\n
Is GenAI bad for legal content marketing?<\/strong> <\/p>\nGenAI isn\u2019t inherently bad, but relying solely on it to generate content can lead to boring, generic and inauthentic material that fails to resonate or build trust with current and potential clients. GenAI tools are getting better every day. The key is to explore ways to use them as a tool to support<\/em> human-centered content creation: brainstorming, creating outlines, researching, repurposing long articles into shorter posts or videos and vice versa, suggesting edits, and creating social media content, for example.<\/p>\n<\/p><\/div>\nWhat is the definition of \u201chuman-centered legal content\u201d?<\/strong> <\/p>\nHuman-centered legal content prioritizes authenticity, unique insights, strong opinions, original research, and a genuine human voice. It connects with readers on a personal level and offers value beyond basic information.<\/p>\n<\/p><\/div>\n
How can GenAI help with thought leadership content?<\/strong> <\/p>\nAI can assist with research, data analysis, and brainstorming for thought leadership pieces. For example, you can ask ChatGPT or Google Gemini to review an industry report and highlight or insights that speak to clients\u2019 challenges, and build your thought piece from those suggestions. You can ask ChatGPT to scan your current blog and suggest x number of content ideas, based on articles you\u2019ve already written. The more specific your prompts, the more targeted the results. However, true thought leadership requires personal conviction and a willingness to take risks \u2014 qualities that are inherently human.<\/p>\n<\/p><\/div>\n
What are some red flags of AI-generated law firm content?<\/strong> <\/p>\nSigns include stuffy language, excessive filler phrases, generic buzzwords, predictable sentence structures, ridiculously obvious conclusions, and a lack of personal stories or opinions.<\/p>\n<\/p><\/div>\n
How can GenAi assist with \u201cnewsjacking\u201d?<\/strong> <\/p>\nNewsjacking is \u201cthe process by which you inject ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.\u201d In addition to monitoring news alerts and feeds, you can create specific prompts to help you stay on top of breaking industry news, court decisions, and new statutes and regulations. You could then prompt ChatGPT to conduct further research into similar or related issues, and create an outline and first draft for your thought piece. However, the point of thought leadership is to add your own perspective on the news, and AI can\u2019t do that for you. Jay Harrington\u2019s article about overcoming writer\u2019s block<\/a> has specific tips to follow when newsjacking, along with other content ideas.<\/p>\n<\/p><\/div>\n<\/p><\/div>\nImage \u00a9 iStockPhoto.com. <\/p>\n
\n![\"\"](\"https:\/\/i0.wp.com\/www.attorneyatwork.com\/wp-content\/uploads\/2023\/06\/AttorneyatWork-Logo-%C2%AE-2021-1.jpg?resize=372%2C106&ssl=1\" "\\"\\"")
<\/a><\/figure>\n\nSign up for Attorney at Work\u2019s daily practice tips newsletter here<\/a> and subscribe to our podcast<\/a>, Attorney at Work Today.<\/strong><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"David Arato | Here are three human-centered strategies to balance GenAi’s efficiency with your authentic legal voice. The post The Right Way to Use AI for Authentic, Human-Centered Law Firm Content appeared first on Articles, Tips and Tech for Law Firms and Lawyers. GenAI shortcuts are tempting, but generic AI content can alienate your audience. […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[17],"tags":[],"class_list":["post-119072","post","type-post","status-publish","format-standard","hentry","category-legal_matters"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/119072","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/comments?post=119072"}],"version-history":[{"count":0,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/119072\/revisions"}],"wp:attachment":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/media?parent=119072"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/categories?post=119072"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/tags?post=119072"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- \n
- Creating top-notch legal content is time-consuming \u2014 that\u2019s why so few succeed at it or even try.<\/a><\/li>\n<\/ul>\n<\/li>\n
- FAQs About AI and Content Marketing<\/a><\/li>\n<\/ul>\n<\/div>\n
Balancing Efficiency and Authenticity in Your Content Strategy<\/h2>\n
In 2025, legal content marketing<\/a> stands at a crossroads between efficiency and authenticity. While generative artificial intelligence (GenAI) offers tempting shortcuts, compelling and well-performing legal content still requires a distinctly human element. Unfortunately, this is where AI falls short. This doesn\u2019t mean it isn\u2019t useful for helping <\/em>create content for your law firm\u2019s blog, but it does mean you can alienate readers by posting articles that are more ChatGPT than human.<\/p>\n
According to data aggregated by Finances Online<\/a>, 97% of attorneys have zero personal content on their websites, and few law firms leverage data analytics to create content that directly addresses their clients\u2019 needs or preferences. This means that leaning on AI-heavy blog content is exacerbating a problem that already existed in the legal industry before ChatGPT arrived.\u00a0<\/p>\n
To be clear, I\u2019m not saying that you shouldn\u2019t use GenAI in your content creation process. I\u2019m saying that it\u2019s just another tool in the toolbox, and for content to rank, you need to make it stand out in the vast sea of generic AI content that is growing deeper every day.<\/p>\n
Here are three human-centered strategies to balance AI efficiency with your authentic legal voice.<\/p>\n
1. Infuse Your Content with True Thought Leadership<\/h2>\n
Thought leadership is the real deal \u2014 you can\u2019t cut corners with it. Whether expressing a new concept or unique insight, thought leadership connects the dots in a fresh way. Like the name implies, there is some risk required in advocating a new perspective. On the other hand, this is precisely why thought leadership content is compelling and cuts through the clutter.<\/p>\n
The Content Marketing Institute<\/a> says creating content that stands out is a top priority across industries. In other words, the struggle to produce truly innovative blog posts is felt universally. In that frustration, AI may seem like a mirage in the content desert. However, if you ask Chat GPT if it\u2019s good at thought leadership, the answer is, \u201cAI can support thought leadership, but it isn\u2019t naturally a thought leader on its own.\u201d\u00a0<\/p>\n
AI excels at data analysis, brainstorming, synthesizing concepts, summarizing details, and automation. Again, according to Chat GPT<\/a>, AI is not good at:<\/p>\n
- \n
- Generating groundbreaking ideas and coming up with unique insights<\/li>\n
- Communicating any real emotional nuance or complexity<\/li>\n
- Taking risks, which often relies on some type of \u201cgut feeling\u201d<\/li>\n
- Relationship-building and credibility, which, as Chat GPT pointed out, are foundational requirements for thought leadership to take hold<\/li>\n<\/ul>\n
Additionally, Chat GPT told me it\u2019s not good at thought leadership because it has no personal convictions and lived experience. As far too many of us know, going through a divorce or a car accident is far different than merely analyzing one.<\/p>\n
The right way to use AI in thought leadership pieces for your law firm\u2019s blog is to think of it as an experienced legal assistant. Only you can practice law and give legal advice, but your assistant does the grunt work. For example, in this section, I asked AI to expand on my idea, not to generate the idea.\u00a0<\/p>\n
2. Don\u2019t Be Shy about Expressing Strong Opinions<\/h2>\n
Taking a step back to see the big picture, there are plenty of lawyers for potential clients to choose from out there. As a consumer in the market for legal representation, who do you hire when they all seem so qualified and experienced?\u00a0<\/p>\n
This is where something as simple as a photo of you with your family, rather than a picture of you in a suit next to law books, can make a difference. Now you are memorable. The same logic is true for the content on your website. The middle ground is safe, but it\u2019s boring. If you want to create life-changing legal content that never dies, it\u2019s not going to happen in the comfort zone. Unfortunately, AI-generated content is the epitome of the comfort zone.<\/p>\n
Expressing \u201cstrong opinions\u201d doesn\u2019t have to be brash or in-your-face. It just has to be passionately stated and fiercely defended.\u00a0Here are some ways to get started asserting strong opinions on your law firm\u2019s blog:<\/p>\n
- \n
- Take a stand on upcoming legislation.<\/strong> Why does your law firm support or not support the proposed law? How would this law\u2019s passing impact your clients?<\/li>\n
- Discuss a recent court decision.<\/strong> Demonstrate your legal prowess by exploring new case law. It\u2019s also an opportunity to show you can explain complex legal concepts to average people. (This is also known as \u201cnewsjacking\u201d \u2014 offering your take on current legal news.)<\/li>\n
- Propose a new law:<\/strong> Show why this legislation is needed and the holes in the existing law. You can even offer a copy-and-paste letter to your local government official that readers can email.<\/li>\n<\/ul>\n
How can AI help with these types of opinion pieces? It can identify unpopular laws, what\u2019s on the ballot that may affect your clients, help you brainstorm your subheadings, and assist with filling in paragraphs and bullet points.\u00a0<\/p>\n
3. Use Original Research to Stand Out\u00a0 From the Crowd<\/h2>\n
Some car accident attorneys have already started commissioning traffic surveys. Not only can this be helpful as evidence in court for certain cases, but it also makes for one-of-a-kind content. Additionally, in the subsection above where I reported on what Chat GPT says AI\u2019s capable of, this is original research. Incoming queries or settlement offers your law firm negotiates can also be studied and presented as research. On top of that, a long email you drafted explaining how best to get a wheelchair into the courthouse could be tweaked and repurposed into a blog post.<\/p>\n
Again, AI synthesizes data well. You can share your original research with AI and have it explain the impact, clarify, and offer ideas for your post\u2019s outline. The bottom line is that anything original is better. A quick story from law school or a mention of a similar case you tried last year can be tied in and offer similar benefits.<\/p>\n
Legal Ethics in AI Content Creation: Walking the Line<\/h2>\n
Ethics can\u2019t be an afterthought when leveraging AI for legal content marketing. A lawyer\u2019s ethical obligations don\u2019t disappear online\u2014they intensify. Bar associations across the country are already scrutinizing AI-generated legal content, with some issuing ethics opinions that caution against misrepresentation.\u00a0<\/p>\n
While AI can draft boilerplate explanations, you remain ethically responsible for every word published under your law firm\u2019s name. This means verifying AI-generated legal interpretations for accuracy and currency, clearly distinguishing between general information and legal advice, and maintaining confidentiality when repurposing client scenarios \u2014 even anonymized ones. <\/p>\n
Remember that, unlike other industries, misleading legal content doesn\u2019t just cost you rankings, it could trigger bar complaints.\u00a0<\/p>\n
The bottom line: AI can streamline your content production, but the ethical duty of supervision remains squarely on your shoulders.<\/p>\n
Dead Giveaways of AI-Generated Law Firm Content<\/h2>\n
On the flip side of thought leadership, strong opinions, and original research is AI content. AI generates stuffy and polite language, loves filler phrases and buzzwords, and has a sentence and paragraph structure that is\u2014well\u2014mechanical.<\/p>\n
For example, a one-sentence paragraph is great for emphasis and visual appeal, but AI doesn\u2019t normally use them.<\/p>\n
Or bold text.<\/strong><\/p>\n
While I just drew your eye to this part of the page, things like these or \u201cinverted pyramid\u201d subheadings are outside AI\u2019s scope. Here are a few other AI red flags:<\/p>\n
- \n
- Terms that lack real meaning or substance, like \u201cnavigating the complexities\u201d or \u201cinnovative solutions.\u201d<\/li>\n
- Bulleted lists in every<\/em> section.<\/li>\n
- Over-explaining and reframing simple things just to buff up the word count.<\/li>\n
- Thesaurus-sounding words like \u201csynergize,\u201d \u201cdelve,\u201d \u201ctapestry,\u201d \u201coptimize\u201d and \u201cinterplay.\u201d\u00a0<\/li>\n
- Generic filler clauses such as \u201cIn today\u2019s world\u201d or \u201cIn the fast-paced environment of.\u201d<\/li>\n
- Predictable sentence structures with phrases like \u201cThis is due to\u201d or \u201cThat means.\u201d<\/li>\n
- Making obvious conclusions.\u00a0<\/li>\n
- Paragraphs that all contain the same number of words or sentences.<\/li>\n
- No stories, examples, or references to obvious news stories relating to the topic.<\/li>\n<\/ul>\n
If any of this sounds familiar, you already know where your law firm\u2019s blog needs fine-tuning.<\/p>\n
(Read: \u201cFirst Rule of Editing GenAI Documents.\u201d)<\/em><\/a><\/p>\n
Remember: It\u2019s All About That EEAT<\/h2>\n
Google evaluates content through its EEAT framework\u2014Experience, Expertise, Authority, and Trust. Websites demonstrating these qualities earn higher rankings in search results.\u00a0For law firms, meeting EEAT standards isn\u2019t just beneficial, it is essential. Google deliberately applies stricter evaluation criteria to websites offering advice or services related to \u201cYour Money or Your Life\u201d topics, which includes legal guidance that affects people\u2019s financial well-being or personal safety.<\/p>\n
Creating top-notch legal content is time-consuming \u2014 that\u2019s why so few succeed at it or even try. <\/h3>\n
The good news is that embracing AI in a smart way can make the process of writing good legal content easier. When your competitors are looking for a shortcut, be the law firm holding strong to \u201cquality over quantity.\u201d Content marketing is an investment, so make sure you, your marketing team, and your partners are playing the long game.<\/p>\n
\nFAQs About AI and Content Marketing<\/h2>\n
\nHow can law firms incorporate original research into their content?<\/strong> <\/p>\nOriginal research can include analyzing internal data (like query trends or settlement amounts), conducting surveys, or sharing unique insights gained from your firm\u2019s experience. Even repurposing internal communications can count. Also, while not exactly original, you might ask GenAi to compare and generate insights from a few different survey reports in the industry you serve, creating new legal content from existing industry data.<\/p>\n<\/p><\/div>\n
Is GenAI bad for legal content marketing?<\/strong> <\/p>\nGenAI isn\u2019t inherently bad, but relying solely on it to generate content can lead to boring, generic and inauthentic material that fails to resonate or build trust with current and potential clients. GenAI tools are getting better every day. The key is to explore ways to use them as a tool to support<\/em> human-centered content creation: brainstorming, creating outlines, researching, repurposing long articles into shorter posts or videos and vice versa, suggesting edits, and creating social media content, for example.<\/p>\n<\/p><\/div>\n
What is the definition of \u201chuman-centered legal content\u201d?<\/strong> <\/p>\nHuman-centered legal content prioritizes authenticity, unique insights, strong opinions, original research, and a genuine human voice. It connects with readers on a personal level and offers value beyond basic information.<\/p>\n<\/p><\/div>\n
How can GenAI help with thought leadership content?<\/strong> <\/p>\nAI can assist with research, data analysis, and brainstorming for thought leadership pieces. For example, you can ask ChatGPT or Google Gemini to review an industry report and highlight or insights that speak to clients\u2019 challenges, and build your thought piece from those suggestions. You can ask ChatGPT to scan your current blog and suggest x number of content ideas, based on articles you\u2019ve already written. The more specific your prompts, the more targeted the results. However, true thought leadership requires personal conviction and a willingness to take risks \u2014 qualities that are inherently human.<\/p>\n<\/p><\/div>\n
What are some red flags of AI-generated law firm content?<\/strong> <\/p>\nSigns include stuffy language, excessive filler phrases, generic buzzwords, predictable sentence structures, ridiculously obvious conclusions, and a lack of personal stories or opinions.<\/p>\n<\/p><\/div>\n
How can GenAi assist with \u201cnewsjacking\u201d?<\/strong> <\/p>\nNewsjacking is \u201cthe process by which you inject ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.\u201d In addition to monitoring news alerts and feeds, you can create specific prompts to help you stay on top of breaking industry news, court decisions, and new statutes and regulations. You could then prompt ChatGPT to conduct further research into similar or related issues, and create an outline and first draft for your thought piece. However, the point of thought leadership is to add your own perspective on the news, and AI can\u2019t do that for you. Jay Harrington\u2019s article about overcoming writer\u2019s block<\/a> has specific tips to follow when newsjacking, along with other content ideas.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n
Image \u00a9 iStockPhoto.com. <\/p>\n
\n<\/a><\/figure>\n\nSign up for Attorney at Work\u2019s daily practice tips newsletter here<\/a> and subscribe to our podcast<\/a>, Attorney at Work Today.<\/strong><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
David Arato | Here are three human-centered strategies to balance GenAi’s efficiency with your authentic legal voice. The post The Right Way to Use AI for Authentic, Human-Centered Law Firm Content appeared first on Articles, Tips and Tech for Law Firms and Lawyers. GenAI shortcuts are tempting, but generic AI content can alienate your audience. […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[17],"tags":[],"class_list":["post-119072","post","type-post","status-publish","format-standard","hentry","category-legal_matters"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/119072","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/comments?post=119072"}],"version-history":[{"count":0,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/119072\/revisions"}],"wp:attachment":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/media?parent=119072"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/categories?post=119072"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/tags?post=119072"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Discuss a recent court decision.<\/strong> Demonstrate your legal prowess by exploring new case law. It\u2019s also an opportunity to show you can explain complex legal concepts to average people. (This is also known as \u201cnewsjacking\u201d \u2014 offering your take on current legal news.)<\/li>\n
- Take a stand on upcoming legislation.<\/strong> Why does your law firm support or not support the proposed law? How would this law\u2019s passing impact your clients?<\/li>\n
- FAQs About AI and Content Marketing<\/a><\/li>\n<\/ul>\n<\/div>\n