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Table of contents<\/h2>\n\n- For Law Firms, the Stakes Are High<\/a>\n
\n- Red Flag No. 1: The Pricing Is Too Good to Be True<\/a><\/li>\n
- Red Flag No. 2: They Have No Legal Credentials<\/a><\/li>\n
- Red Flag No. 3: They Can\u2019t Explain Their Fact-Checking Process<\/a><\/li>\n
- Red Flag No. 4: The Portfolio Is Full of AI Tells<\/a><\/li>\n
- Red Flag No. 5: They Promise Impossibly Fast Turnaround<\/a><\/li>\n
- Red Flag No. 6: They Don\u2019t Ask Questions About Your State Bar Rules<\/a><\/li>\n
- Red Flag No. 7: \u2018AI-Powered\u2019 Is Their Main Selling Point<\/a><\/li>\n
- Red Flag No. 8: They Resist Questions About AI Usage<\/a><\/li>\n
- Green Flag No. 1: They Have Legal Training or Deep Legal Industry Experience<\/a><\/li>\n
- Green Flag No. 2: They\u2019re Transparent About AI Usage<\/a><\/li>\n
- Green Flag No. 3: They Have an Attorney Review Process<\/a><\/li>\n
- Green Flag No. 4: They Understand E-E-A-T and YMYL<\/a><\/li>\n
- Green Flag No. 5: Their Portfolio Shows Personality<\/a><\/li>\n<\/ul>\n<\/li>\n
- The Bottom Line: Fundamentals Still Apply<\/a><\/li>\n
- Frequently Asked Questions<\/a><\/li>\n<\/ul>\n<\/div>\n
In 2023, I was concerned that generative AI would render content marketers like my company obsolete. In 2025, I\u2019m more worried about the flood of AI-powered \u201clegal content marketing agencies\u201d that are putting law firms at risk. Here\u2019s the paradox: The market is flooded with people who claim they can write legal content, but finding content writers for law firms who actually <\/em>deliver high-quality, compliant material? Harder than ever.<\/p>\nBefore Gen AI, qualified legal content marketing writers were scarce, but at least you knew what you were getting. Now, anyone with a ChatGPT account can claim to produce AI-generated legal content at scale, but they often lack the knowledge and expertise to produce high-quality, accurate and compliant content that will get results.<\/p>\n
For Law Firms, the Stakes Are High<\/h2>\n
Legal content sits at the intersection of bar advertising rules, Google\u2019s YMYL standards, and potential malpractice exposure. An AI hallucination about a statute of limitations isn\u2019t just embarrassing, it\u2019s a liability.<\/p>\n
If you\u2019re outsourcing your law firm\u2019s content creation in 2025, you need a different vetting process. Here\u2019s what I tell every lawyer who asks me how to spot the difference between a quality content partner and someone who\u2019s just really good at prompting ChatGPT.<\/p>\n
Why AI Made Everything Harder<\/h2>\n
When ChatGPT launched, the barrier to entry in content creation vanished overnight. Prior to 2023, the competition was among specialized legal content agencies. Post-2023, it\u2019s $50 Fiverr posts and marketing agencies that pivoted to legal by adjusting prompts.<\/p>\n
Many industries can tolerate generic AI content. Legal can\u2019t. You\u2019re dealing with:<\/p>\n
\n- Bar advertising rules that vary by state.<\/strong> What flies in Texas might trigger a complaint in New York.<\/li>\n
- Google\u2019s YMYL standards.<\/strong> Legal content falls under \u201cYour Money or Your Life<\/a>,\u201d the category Google scrutinizes through its E-E-A-T framework (Experience, Expertise, Authority, Trust) \u2014something raw, unedited AI content cannot demonstrate.<\/li>\n
- Legal accuracy requirements.<\/strong> AI hallucinates. It invents case citations, misquotes statutes and gets deadlines wrong. In some cases, AI has even led to lawyers being sanctioned.<\/a><\/li>\n
- Copyright vulnerability.<\/strong> Pure AI-generated content isn\u2019t copyrightable under current guidance from the United States Copyright Office. You need \u201csubstantial human authorship\u201d to own what you\u2019re paying for.<\/li>\n<\/ul>\n
Nowadays, you\u2019re not just hiring a writer. You\u2019re vetting whether a writer uses AI responsibly, understands legal ethics, and can produce bar-compliant content that won\u2019t trigger complaints or Google penalties. Maintaining legal content quality is important for both reputation and compliance.<\/p>\n
Red Flags: Warning Signs of Low-Quality Content Marketers<\/h2>\n
In my conversations with law firms over the past two years, I\u2019ve seen patterns. Here are the red flags that should make you pause before signing a contract.<\/p>\n
Red Flag No. 1: The Pricing Is Too Good to Be True<\/h3>\n
I\u2019ve seen pitches for $50 blog posts. Let\u2019s do the math together. Quality legal content requires research, writing, fact-checking, editing and bar compliance review. If someone is charging $50 for a 1,500-word article, how much time can they possibly spend on your content? The answer is none. They\u2019re copying ChatGPT output and changing a few words.<\/p>\n
Quality legal research takes time. Jurisdiction-specific research can\u2019t be rushed. If the price seems impossible, it is.<\/p>\n
Red Flag No. 2: They Have No Legal Credentials<\/h3>\n
Would you hire a graphic designer to handle discovery? Then why hire a general marketing agency to produce legal content marketing for your firm? Look specifically for law firm content writers with legal backgrounds, paralegal experience, or demonstrated expertise in creating bar-compliance content. Generic marketers don\u2019t know what they don\u2019t know.<\/p>\n
Red Flag No. 3: They Can\u2019t Explain Their Fact-Checking Process<\/h3>\n
Ask how they verify legal statements. A quality content writer should explain:<\/p>\n
\n- How they verify statutes and case citations.<\/li>\n
- Who reviews for legal accuracy.<\/li>\n
- What happens if they cite a nonexistent case.<\/li>\n
- Whether they have Westlaw or LexisNexis access.<\/li>\n<\/ul>\n
Red flag responses: \u201cWe check everything carefully\u201d or \u201cOur AI is very accurate.\u201d If they can\u2019t walk you through their process, they don\u2019t have one.<\/p>\n
Red Flag No. 4: The Portfolio Is Full of AI Tells<\/h3>\n
Pull up three samples. Search for \u201cdelve\u201d or \u201cnavigate the complexities.\u201d Multiple hits? That\u2019s AI-generated content with minimal editing. AI patterns include:<\/p>\n
\n- \u201cNavigate the complexities,\u201d \u201cIn today\u2019s fast-paced world,\u201d \u201cDelve into.\u201d<\/li>\n
- Every paragraph has three to four sentences.<\/li>\n
- Headers on every paragraph.<\/li>\n
- Excessive bullet points.<\/li>\n
- No personality or stories.<\/li>\n<\/ul>\n
Generic AI content reads like it was written by someone who\u2019s never talked to a human. Because it was.<\/p>\n
Red Flag No. 5: They Promise Impossibly Fast Turnaround<\/h3>\n
It\u2019s a major red flag when a legal content marketing writer or agency agrees to send 50 articles in a 24-hour turnaround. Chances are, you will receive raw AI content that has not been properly edited for legal and ethical compliance.<\/p>\n
Red Flag No. 6: They Don\u2019t Ask Questions About Your State Bar Rules<\/h3>\n
If your content writer or agency doesn\u2019t ask where you practice within the first 10 minutes of your conversation, be very concerned. Advertising rules vary significantly from state to state. Not inquiring about what state you practice in means they are not thinking about compliance \u2014 potentially putting you and your firm at risk.<\/p>\n
Red Flag No. 7: \u2018AI-Powered\u2019 Is Their Main Selling Point<\/h3>\n
When \u201cAI-powered\u201d is the headline feature instead of legal expertise or accuracy, run.<\/p>\n
I\u2019m not anti-AI. <\/strong>We use AI for research, topic ideation, outlining and efficiency \u2014 and we\u2019d be doing our clients a disservice by not<\/em> leveraging AI.\u00a0But when someone leads with \u201cour AI technology writes content in seconds,\u201d they\u2019re selling speed over quality. They\u2019re selling the tool instead of the expertise. Quality content partners mention AI as a tool in their process, not as the product itself.<\/p>\nRed Flag No. 8: They Resist Questions About AI Usage<\/h3>\n
In almost three short years, AI has become an integral part of the content creation process. I\u2019m of the opinion that it\u2019s another tool in our toolbox, and we should<\/em> be using large language models, aka LLMs, to create better content, faster and more cost-effectively for our clients.<\/p>\nAll of that said, any content marketer you hire should be transparent about how they\u2019re using AI. If a writer or agency is reticent about disclosing their AI usage, it\u2019s likely because they are cutting corners and know that their process does not justify their rate.\u00a0<\/p>\n
Some red flags to look out for include:<\/p>\n
\n- Evasive answers about AI use.<\/li>\n
- Claiming a \u201cproprietary process\u201d without explaining the basics.<\/li>\n
- A lack of transparency about human versus AI contribution.<\/li>\n<\/ul>\n
A good legal content marketing partner will openly explain their process. For example, an acceptable answer may be: \u201cWe use AI for research and initial drafts, but every article is substantially reworked by a human writer with a legal background and reviewed for compliance and accuracy before delivery.\u201d If they won\u2019t have that conversation, they\u2019re hiding something.<\/p>\n
Green Flags: What Quality Content Partners Look Like<\/h2>\n
Now for the good news: There are quality content partners for law firms out there. Here\u2019s what separates them from the AI mills.<\/p>\n
Green Flag No. 1: They Have Legal Training or Deep Legal Industry Experience<\/h3>\n
When finding content writers for law firms, prioritize those with J.D.s, former paralegal experience, or five-plus years of specialized legal writing. These writers understand legal nuances and produce high-quality legal content. The difference shows up in the content. They know when something sounds wrong and catch errors AI wouldn\u2019t recognize. They understand the context that makes legal content credible.<\/p>\n
Green Flag No. 2: They\u2019re Transparent About AI Usage<\/h3>\n
Quality legal writers<\/a> explain where AI assists, the distinction between AI-assisted and AI-generated content, and the role of human oversight. For example, \u201cAI helps with research, humans draft, and attorneys review every piece.\u201d<\/p>\nGreen Flag No. 3: They Have an Attorney Review Process<\/h3>\n
High-quality law firm content should go through attorney review. Not someone who took a business law class in college \u2014 actual licensed attorneys who review for legal accuracy, bar compliance and jurisdiction-specific issues. Ask for names, credentials and bar numbers. If they can\u2019t provide this information, they\u2019re not doing attorney review; they\u2019re just claiming they are.<\/p>\n
Green Flag No. 4: They Understand E-E-A-T and YMYL<\/h3>\n
Google\u2019s E-E-A-T framework isn\u2019t optional for legal content. Quality partners should be able to explain:<\/p>\n
\n- What E-E-A-T means (Experience, Expertise, Authority, Trust).<\/li>\n
- Why it matters specifically for legal content.<\/li>\n
- How they optimize content for it.<\/li>\n
- What YMYL (Your Money or Your Life) standards require.<\/li>\n<\/ul>\n
If they look confused when you mention E-E-A-T, they don\u2019t understand legal SEO. According to data from Finances Online<\/a>, 97% of law firms have zero personal content on their websites. That\u2019s an E-E-A-T problem an agency should know how to fix.<\/p>\nGreen Flag No. 5: Their Portfolio Shows Personality<\/h3>\n
Pull up their samples. Do they all sound identical? That\u2019s AI. Quality content has:<\/p>\n
\n- Distinct voices between articles.<\/li>\n
- Stories and examples.<\/li>\n
- Strong opinions (where appropriate).<\/li>\n
- Variety in structure and approach.<\/li>\n
- Signs of actual human thought.<\/li>\n<\/ul>\n
If you read three articles and can\u2019t tell them apart, you\u2019re looking at AI-generated content with minimal customization.<\/p>\n
Questions to Ask Prospective Content Marketers<\/h2>\n
Don\u2019t be shy about asking tough questions. Here\u2019s your vetting script.<\/p>\n
\n- About legal credentials:<\/strong> Do you have J.D.s on staff? Who reviews for accuracy?<\/em><\/li>\n
- About AI usage:<\/strong> \u00a0How is AI used? Percentage that\u2019s human-written? Who drafts content?<\/em><\/li>\n
- About quality control:<\/strong> How are statements verified? Access to legal databases?<\/em><\/li>\n
- About compliance: <\/strong>How do you ensure bar compliance content in my state?<\/em><\/li>\n
- About their work:<\/strong> Can you show pieces in my practice area?<\/em><\/li>\n
- About ownership:<\/strong> Who owns the content? How much human authorship exists?<\/em><\/li>\n<\/ul>\n
If they hesitate on any of these questions, that\u2019s your answer. <\/p>\n
The Hidden Costs of Cheap AI Content<\/h2>\n
Cheap content isn\u2019t just bad; it can be expensive. Here\u2019s what you\u2019re really paying for when you go bargain hunting.<\/p>\n
\n- Google penalties:<\/strong> Google\u2019s March 2024 Core Update targeted low-quality AI content. Lost rankings mean lost clients and revenue.<\/li>\n
- Bar complaints:<\/strong> The ABA\u2019s July 2024 Formal Opinion 512<\/a> made it clear: Lawyers remain responsible for all content published under their name, including AI-generated content.<\/li>\n
- Reputation damage:<\/strong> When your blog reads exactly like your competitor\u2019s, you\u2019re paying for forgettable content. Clients can tell when it\u2019s generic.<\/li>\n
- No competitive advantage:<\/strong> If everyone uses similar ChatGPT prompts, everyone gets similar content. Zero differentiation.<\/li>\n
- Copyright vulnerability:<\/strong> Pure AI output isn\u2019t copyrightable. Someone can copy your content library, and you have no legal recourse.<\/li>\n
- Time fixing it yourself:<\/strong> I\u2019ve talked to lawyers who spent more time fixing $50 AI-generated articles than writing from scratch. That\u2019s not saving money, that\u2019s wasting time.<\/li>\n<\/ul>\n
The Bottom Line: Fundamentals Still Apply<\/h2>\n
AI isn\u2019t the enemy; it\u2019s a tool to enhance human expertise. AI mills use minimal human input to enhance AI output.<\/p>\n
After 13 years in business, I\u2019ve seen every shortcut and promise. The fundamentals haven\u2019t changed: Quality content requires expertise, time and human judgment. AI can make the process faster, but it can\u2019t replace understanding what makes legal content effective and compliant.<\/p>\n
Vet carefully. Ask about credentials, AI usage and review processes. Your content represents your firm, so make it count.<\/p>\n
\nFrequently Asked Questions<\/h2>\n\nIs it OK if my content marketer uses AI?<\/strong> <\/p>\nYes, if they\u2019re transparent and use it as a tool, not a replacement for expertise. Look for partners who use AI for research but rely on human writers and attorney review for the final product. The key is substantial human authorship and oversight.<\/p>\n<\/p><\/div>\n
What can I expect to pay for high-quality legal content?<\/strong> <\/p>\nQuality legal blog posts typically range from $300 to $800 per article. Monthly retainers typically range from $2,500 to $5,000. If pricing is significantly below this, investigate their process carefully.<\/p>\n<\/p><\/div>\n
What if I suspect my current agency is just using ChatGPT?<\/strong> <\/p>\nLook for AI tells: \u201cnavigate the complexities,\u201d \u201cdelve into,\u201d and identical paragraph structures. Most importantly, ask them directly about their process. Quality partners welcome the conversation. If they get defensive, you have your answer.<\/p>\n<\/p><\/div>\n
Can I write my own content with AI and have someone review it?<\/strong> <\/p>\nAbsolutely, as long as you substantially rewrite the output and have legal expertise review it for accuracy and bar compliance.<\/a> ChatGPT admits it\u2019s not good at generating groundbreaking ideas or emotional nuance. Use it as a legal assistant for grunt work, not as the lawyer.<\/p>\n<\/p><\/div>\n<\/p><\/div>\nImage \u00a9 iStockPhoto.com. <\/p>\n
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<\/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":"The market is flooded with AI content mills, says David Arato. Here\u2019s how to spot the difference between a quality content marketing writer and someone who\u2019s just really good at prompting ChatGPT. The post A Lot of Legal Content Is Now AI Garbage \u2014 Here\u2019s How to Avoid It appeared first on Articles, Tips and […]<\/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-135861","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\/135861","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=135861"}],"version-history":[{"count":0,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/135861\/revisions"}],"wp:attachment":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/media?parent=135861"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/categories?post=135861"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/tags?post=135861"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- \n
- Red Flag No. 1: The Pricing Is Too Good to Be True<\/a><\/li>\n
- Red Flag No. 2: They Have No Legal Credentials<\/a><\/li>\n
- Red Flag No. 3: They Can\u2019t Explain Their Fact-Checking Process<\/a><\/li>\n
- Red Flag No. 4: The Portfolio Is Full of AI Tells<\/a><\/li>\n
- Red Flag No. 5: They Promise Impossibly Fast Turnaround<\/a><\/li>\n
- Red Flag No. 6: They Don\u2019t Ask Questions About Your State Bar Rules<\/a><\/li>\n
- Red Flag No. 7: \u2018AI-Powered\u2019 Is Their Main Selling Point<\/a><\/li>\n
- Red Flag No. 8: They Resist Questions About AI Usage<\/a><\/li>\n
- Green Flag No. 1: They Have Legal Training or Deep Legal Industry Experience<\/a><\/li>\n
- Green Flag No. 2: They\u2019re Transparent About AI Usage<\/a><\/li>\n
- Green Flag No. 3: They Have an Attorney Review Process<\/a><\/li>\n
- Green Flag No. 4: They Understand E-E-A-T and YMYL<\/a><\/li>\n
- Green Flag No. 5: Their Portfolio Shows Personality<\/a><\/li>\n<\/ul>\n<\/li>\n
- The Bottom Line: Fundamentals Still Apply<\/a><\/li>\n
- Frequently Asked Questions<\/a><\/li>\n<\/ul>\n<\/div>\n
In 2023, I was concerned that generative AI would render content marketers like my company obsolete. In 2025, I\u2019m more worried about the flood of AI-powered \u201clegal content marketing agencies\u201d that are putting law firms at risk. Here\u2019s the paradox: The market is flooded with people who claim they can write legal content, but finding content writers for law firms who actually <\/em>deliver high-quality, compliant material? Harder than ever.<\/p>\n
Before Gen AI, qualified legal content marketing writers were scarce, but at least you knew what you were getting. Now, anyone with a ChatGPT account can claim to produce AI-generated legal content at scale, but they often lack the knowledge and expertise to produce high-quality, accurate and compliant content that will get results.<\/p>\n
For Law Firms, the Stakes Are High<\/h2>\n
Legal content sits at the intersection of bar advertising rules, Google\u2019s YMYL standards, and potential malpractice exposure. An AI hallucination about a statute of limitations isn\u2019t just embarrassing, it\u2019s a liability.<\/p>\n
If you\u2019re outsourcing your law firm\u2019s content creation in 2025, you need a different vetting process. Here\u2019s what I tell every lawyer who asks me how to spot the difference between a quality content partner and someone who\u2019s just really good at prompting ChatGPT.<\/p>\n
Why AI Made Everything Harder<\/h2>\n
When ChatGPT launched, the barrier to entry in content creation vanished overnight. Prior to 2023, the competition was among specialized legal content agencies. Post-2023, it\u2019s $50 Fiverr posts and marketing agencies that pivoted to legal by adjusting prompts.<\/p>\n
Many industries can tolerate generic AI content. Legal can\u2019t. You\u2019re dealing with:<\/p>\n
- \n
- Bar advertising rules that vary by state.<\/strong> What flies in Texas might trigger a complaint in New York.<\/li>\n
- Google\u2019s YMYL standards.<\/strong> Legal content falls under \u201cYour Money or Your Life<\/a>,\u201d the category Google scrutinizes through its E-E-A-T framework (Experience, Expertise, Authority, Trust) \u2014something raw, unedited AI content cannot demonstrate.<\/li>\n
- Legal accuracy requirements.<\/strong> AI hallucinates. It invents case citations, misquotes statutes and gets deadlines wrong. In some cases, AI has even led to lawyers being sanctioned.<\/a><\/li>\n
- Copyright vulnerability.<\/strong> Pure AI-generated content isn\u2019t copyrightable under current guidance from the United States Copyright Office. You need \u201csubstantial human authorship\u201d to own what you\u2019re paying for.<\/li>\n<\/ul>\n
Nowadays, you\u2019re not just hiring a writer. You\u2019re vetting whether a writer uses AI responsibly, understands legal ethics, and can produce bar-compliant content that won\u2019t trigger complaints or Google penalties. Maintaining legal content quality is important for both reputation and compliance.<\/p>\n
Red Flags: Warning Signs of Low-Quality Content Marketers<\/h2>\n
In my conversations with law firms over the past two years, I\u2019ve seen patterns. Here are the red flags that should make you pause before signing a contract.<\/p>\n
Red Flag No. 1: The Pricing Is Too Good to Be True<\/h3>\n
I\u2019ve seen pitches for $50 blog posts. Let\u2019s do the math together. Quality legal content requires research, writing, fact-checking, editing and bar compliance review. If someone is charging $50 for a 1,500-word article, how much time can they possibly spend on your content? The answer is none. They\u2019re copying ChatGPT output and changing a few words.<\/p>\n
Quality legal research takes time. Jurisdiction-specific research can\u2019t be rushed. If the price seems impossible, it is.<\/p>\n
Red Flag No. 2: They Have No Legal Credentials<\/h3>\n
Would you hire a graphic designer to handle discovery? Then why hire a general marketing agency to produce legal content marketing for your firm? Look specifically for law firm content writers with legal backgrounds, paralegal experience, or demonstrated expertise in creating bar-compliance content. Generic marketers don\u2019t know what they don\u2019t know.<\/p>\n
Red Flag No. 3: They Can\u2019t Explain Their Fact-Checking Process<\/h3>\n
Ask how they verify legal statements. A quality content writer should explain:<\/p>\n
- \n
- How they verify statutes and case citations.<\/li>\n
- Who reviews for legal accuracy.<\/li>\n
- What happens if they cite a nonexistent case.<\/li>\n
- Whether they have Westlaw or LexisNexis access.<\/li>\n<\/ul>\n
Red flag responses: \u201cWe check everything carefully\u201d or \u201cOur AI is very accurate.\u201d If they can\u2019t walk you through their process, they don\u2019t have one.<\/p>\n
Red Flag No. 4: The Portfolio Is Full of AI Tells<\/h3>\n
Pull up three samples. Search for \u201cdelve\u201d or \u201cnavigate the complexities.\u201d Multiple hits? That\u2019s AI-generated content with minimal editing. AI patterns include:<\/p>\n
- \n
- \u201cNavigate the complexities,\u201d \u201cIn today\u2019s fast-paced world,\u201d \u201cDelve into.\u201d<\/li>\n
- Every paragraph has three to four sentences.<\/li>\n
- Headers on every paragraph.<\/li>\n
- Excessive bullet points.<\/li>\n
- No personality or stories.<\/li>\n<\/ul>\n
Generic AI content reads like it was written by someone who\u2019s never talked to a human. Because it was.<\/p>\n
Red Flag No. 5: They Promise Impossibly Fast Turnaround<\/h3>\n
It\u2019s a major red flag when a legal content marketing writer or agency agrees to send 50 articles in a 24-hour turnaround. Chances are, you will receive raw AI content that has not been properly edited for legal and ethical compliance.<\/p>\n
Red Flag No. 6: They Don\u2019t Ask Questions About Your State Bar Rules<\/h3>\n
If your content writer or agency doesn\u2019t ask where you practice within the first 10 minutes of your conversation, be very concerned. Advertising rules vary significantly from state to state. Not inquiring about what state you practice in means they are not thinking about compliance \u2014 potentially putting you and your firm at risk.<\/p>\n
Red Flag No. 7: \u2018AI-Powered\u2019 Is Their Main Selling Point<\/h3>\n
When \u201cAI-powered\u201d is the headline feature instead of legal expertise or accuracy, run.<\/p>\n
I\u2019m not anti-AI. <\/strong>We use AI for research, topic ideation, outlining and efficiency \u2014 and we\u2019d be doing our clients a disservice by not<\/em> leveraging AI.\u00a0But when someone leads with \u201cour AI technology writes content in seconds,\u201d they\u2019re selling speed over quality. They\u2019re selling the tool instead of the expertise. Quality content partners mention AI as a tool in their process, not as the product itself.<\/p>\n
Red Flag No. 8: They Resist Questions About AI Usage<\/h3>\n
In almost three short years, AI has become an integral part of the content creation process. I\u2019m of the opinion that it\u2019s another tool in our toolbox, and we should<\/em> be using large language models, aka LLMs, to create better content, faster and more cost-effectively for our clients.<\/p>\n
All of that said, any content marketer you hire should be transparent about how they\u2019re using AI. If a writer or agency is reticent about disclosing their AI usage, it\u2019s likely because they are cutting corners and know that their process does not justify their rate.\u00a0<\/p>\n
Some red flags to look out for include:<\/p>\n
- \n
- Evasive answers about AI use.<\/li>\n
- Claiming a \u201cproprietary process\u201d without explaining the basics.<\/li>\n
- A lack of transparency about human versus AI contribution.<\/li>\n<\/ul>\n
A good legal content marketing partner will openly explain their process. For example, an acceptable answer may be: \u201cWe use AI for research and initial drafts, but every article is substantially reworked by a human writer with a legal background and reviewed for compliance and accuracy before delivery.\u201d If they won\u2019t have that conversation, they\u2019re hiding something.<\/p>\n
Green Flags: What Quality Content Partners Look Like<\/h2>\n
Now for the good news: There are quality content partners for law firms out there. Here\u2019s what separates them from the AI mills.<\/p>\n
Green Flag No. 1: They Have Legal Training or Deep Legal Industry Experience<\/h3>\n
When finding content writers for law firms, prioritize those with J.D.s, former paralegal experience, or five-plus years of specialized legal writing. These writers understand legal nuances and produce high-quality legal content. The difference shows up in the content. They know when something sounds wrong and catch errors AI wouldn\u2019t recognize. They understand the context that makes legal content credible.<\/p>\n
Green Flag No. 2: They\u2019re Transparent About AI Usage<\/h3>\n
Quality legal writers<\/a> explain where AI assists, the distinction between AI-assisted and AI-generated content, and the role of human oversight. For example, \u201cAI helps with research, humans draft, and attorneys review every piece.\u201d<\/p>\n
Green Flag No. 3: They Have an Attorney Review Process<\/h3>\n
High-quality law firm content should go through attorney review. Not someone who took a business law class in college \u2014 actual licensed attorneys who review for legal accuracy, bar compliance and jurisdiction-specific issues. Ask for names, credentials and bar numbers. If they can\u2019t provide this information, they\u2019re not doing attorney review; they\u2019re just claiming they are.<\/p>\n
Green Flag No. 4: They Understand E-E-A-T and YMYL<\/h3>\n
Google\u2019s E-E-A-T framework isn\u2019t optional for legal content. Quality partners should be able to explain:<\/p>\n
- \n
- What E-E-A-T means (Experience, Expertise, Authority, Trust).<\/li>\n
- Why it matters specifically for legal content.<\/li>\n
- How they optimize content for it.<\/li>\n
- What YMYL (Your Money or Your Life) standards require.<\/li>\n<\/ul>\n
If they look confused when you mention E-E-A-T, they don\u2019t understand legal SEO. According to data from Finances Online<\/a>, 97% of law firms have zero personal content on their websites. That\u2019s an E-E-A-T problem an agency should know how to fix.<\/p>\n
Green Flag No. 5: Their Portfolio Shows Personality<\/h3>\n
Pull up their samples. Do they all sound identical? That\u2019s AI. Quality content has:<\/p>\n
- \n
- Distinct voices between articles.<\/li>\n
- Stories and examples.<\/li>\n
- Strong opinions (where appropriate).<\/li>\n
- Variety in structure and approach.<\/li>\n
- Signs of actual human thought.<\/li>\n<\/ul>\n
If you read three articles and can\u2019t tell them apart, you\u2019re looking at AI-generated content with minimal customization.<\/p>\n
Questions to Ask Prospective Content Marketers<\/h2>\n
Don\u2019t be shy about asking tough questions. Here\u2019s your vetting script.<\/p>\n
- \n
- About legal credentials:<\/strong> Do you have J.D.s on staff? Who reviews for accuracy?<\/em><\/li>\n
- About AI usage:<\/strong> \u00a0How is AI used? Percentage that\u2019s human-written? Who drafts content?<\/em><\/li>\n
- About quality control:<\/strong> How are statements verified? Access to legal databases?<\/em><\/li>\n
- About compliance: <\/strong>How do you ensure bar compliance content in my state?<\/em><\/li>\n
- About their work:<\/strong> Can you show pieces in my practice area?<\/em><\/li>\n
- About ownership:<\/strong> Who owns the content? How much human authorship exists?<\/em><\/li>\n<\/ul>\n
If they hesitate on any of these questions, that\u2019s your answer. <\/p>\n
The Hidden Costs of Cheap AI Content<\/h2>\n
Cheap content isn\u2019t just bad; it can be expensive. Here\u2019s what you\u2019re really paying for when you go bargain hunting.<\/p>\n
- \n
- Google penalties:<\/strong> Google\u2019s March 2024 Core Update targeted low-quality AI content. Lost rankings mean lost clients and revenue.<\/li>\n
- Bar complaints:<\/strong> The ABA\u2019s July 2024 Formal Opinion 512<\/a> made it clear: Lawyers remain responsible for all content published under their name, including AI-generated content.<\/li>\n
- Reputation damage:<\/strong> When your blog reads exactly like your competitor\u2019s, you\u2019re paying for forgettable content. Clients can tell when it\u2019s generic.<\/li>\n
- No competitive advantage:<\/strong> If everyone uses similar ChatGPT prompts, everyone gets similar content. Zero differentiation.<\/li>\n
- Copyright vulnerability:<\/strong> Pure AI output isn\u2019t copyrightable. Someone can copy your content library, and you have no legal recourse.<\/li>\n
- Time fixing it yourself:<\/strong> I\u2019ve talked to lawyers who spent more time fixing $50 AI-generated articles than writing from scratch. That\u2019s not saving money, that\u2019s wasting time.<\/li>\n<\/ul>\n
The Bottom Line: Fundamentals Still Apply<\/h2>\n
AI isn\u2019t the enemy; it\u2019s a tool to enhance human expertise. AI mills use minimal human input to enhance AI output.<\/p>\n
After 13 years in business, I\u2019ve seen every shortcut and promise. The fundamentals haven\u2019t changed: Quality content requires expertise, time and human judgment. AI can make the process faster, but it can\u2019t replace understanding what makes legal content effective and compliant.<\/p>\n
Vet carefully. Ask about credentials, AI usage and review processes. Your content represents your firm, so make it count.<\/p>\n
\nFrequently Asked Questions<\/h2>\n
\nIs it OK if my content marketer uses AI?<\/strong> <\/p>\nYes, if they\u2019re transparent and use it as a tool, not a replacement for expertise. Look for partners who use AI for research but rely on human writers and attorney review for the final product. The key is substantial human authorship and oversight.<\/p>\n<\/p><\/div>\n
What can I expect to pay for high-quality legal content?<\/strong> <\/p>\nQuality legal blog posts typically range from $300 to $800 per article. Monthly retainers typically range from $2,500 to $5,000. If pricing is significantly below this, investigate their process carefully.<\/p>\n<\/p><\/div>\n
What if I suspect my current agency is just using ChatGPT?<\/strong> <\/p>\nLook for AI tells: \u201cnavigate the complexities,\u201d \u201cdelve into,\u201d and identical paragraph structures. Most importantly, ask them directly about their process. Quality partners welcome the conversation. If they get defensive, you have your answer.<\/p>\n<\/p><\/div>\n
Can I write my own content with AI and have someone review it?<\/strong> <\/p>\nAbsolutely, as long as you substantially rewrite the output and have legal expertise review it for accuracy and bar compliance.<\/a> ChatGPT admits it\u2019s not good at generating groundbreaking ideas or emotional nuance. Use it as a legal assistant for grunt work, not as the lawyer.<\/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":"
The market is flooded with AI content mills, says David Arato. Here\u2019s how to spot the difference between a quality content marketing writer and someone who\u2019s just really good at prompting ChatGPT. The post A Lot of Legal Content Is Now AI Garbage \u2014 Here\u2019s How to Avoid It appeared first on Articles, Tips and […]<\/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-135861","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\/135861","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=135861"}],"version-history":[{"count":0,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/135861\/revisions"}],"wp:attachment":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/media?parent=135861"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/categories?post=135861"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/tags?post=135861"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Bar complaints:<\/strong> The ABA\u2019s July 2024 Formal Opinion 512<\/a> made it clear: Lawyers remain responsible for all content published under their name, including AI-generated content.<\/li>\n
- About AI usage:<\/strong> \u00a0How is AI used? Percentage that\u2019s human-written? Who drafts content?<\/em><\/li>\n
- About legal credentials:<\/strong> Do you have J.D.s on staff? Who reviews for accuracy?<\/em><\/li>\n
- Google\u2019s YMYL standards.<\/strong> Legal content falls under \u201cYour Money or Your Life<\/a>,\u201d the category Google scrutinizes through its E-E-A-T framework (Experience, Expertise, Authority, Trust) \u2014something raw, unedited AI content cannot demonstrate.<\/li>\n
- Red Flag No. 2: They Have No Legal Credentials<\/a><\/li>\n