
Content marketing centers on balancing creativity, strategy, and execution. Due to how quickly people have adopted AI, there are new platforms for creating content on an unprecedented scale. For law firms, AI’s potential rests somewhere between efficiency and cost-effectiveness. Because we have said that AI will only replace lawyers who don’t use it, it’s important to discuss how to incorporate it into your systems instead of whether you should.
How AI is Reshaping Content Creation
AI tools like ChatGPT and Jasper generate content at an incredible pace. However, I am hesitant to call it “high-quality ” content—not for the reasons you may think. AI’s effectiveness still rests on the user. Although it can create strong content, making any blanket statement about what it produces is impossible. It’s a combination of the right tools used by the right professional.
AI will produce blogs, social media posts, email campaigns, and even ad copy in a fraction of the time it would take to create manually. For instance, a law firm might use AI to draft a blog on estate planning. You would be very hard-pressed to find a lawyer who cannot write a blog; conversely, finding an attorney with the time would be much easier. The opportunity cost is too great. Anyone in this position should leverage AI’s ability to synthesize large volumes of data into a coherent outline. Similarly, AI crafts tailored email campaigns or repurposes long-form articles into bite-sized social media updates.
The efficiency of AI extends beyond text. Many people get tunnel vision with AI because they associate ChatGPT with text. Tools like DALL·E 3 and Midjourney create infographics and custom illustrations. With a cursory understanding of the platforms and a willingness to explore, you can create visually appealing visuals without the cost of a designer.
However, this ability to produce content at scale is not without challenges. It’s very easy to spot bad AI. (This is what results when you tell an AI tool to “write you a blog on estate planning.”) The internet is becoming saturated with AI-generated material. Law firms must ensure their content is abundant and valuable to their target audiences. These are things only an attorney can add to AI-generated content.
Incorporating AI into Your Content Strategy Ethically
While many people perceive that AI has clear advantages, they also point to ethical questions and wonder if AI-generated content can foster credibility and trust. The best way to look at this is that they can do it as long as you are part of the creation equation.
AI tools excel at generating drafts, creating outlines, or brainstorming ideas. For example, a law firm might use ChatGPT to give an unedited first pass at a blog. However, by refining the content with professional insights, anecdotes, and a unique voice, you will have a product that resonates with your network.
This blend of AI efficiency and revision process is how you make relatable and credible content. If for no other reason, there is a question of accuracy. AI tools rely on pre-existing data, which is sometimes outdated or incorrect. Every piece of AI-generated content should be thoroughly reviewed and fact-checked before publication. The best results come when the creator provides the information.
When you create blogs with ChapGPT, your prompt should be a brainstorming of your views and experiences. The benefit is that it can be sloppy and saturated with comma splices and run-ons but lets the tool organize your thoughts. This method saves time while giving the blog the accurate information and voice it needs.
Create Meaningful Content
AI is transforming content creation, offering unparalleled speed and efficiency. This presents a unique opportunity for law firms to create content without overextending their resources. The key is using AI to enhance, not replace, human creativity and ethical practices. By maintaining authenticity, focusing on value, and committing to accuracy, lawyers will harness AI to produce content that genuinely connects with their audience.
At Spotlight Branding, we help law firms create content strategies that build trust and generate referrals. Contact us today to explore how we can help make content that will grow your firm.
Spotlight Branding
Latest posts by Spotlight Branding (see all)
- Marketing’s 5 Love Languages - February 14, 2025
- Marketing’s Love Languages - February 13, 2025
- How to Make Your Brand Unforgettable (Without Being a Stalker!) - February 13, 2025