How to Write Better Content Than Your Competitors 


  • Tailor content to your audience’s demographics, focusing on aspects like location, age, gender, employment, and income for better engagement.
  • Establish a regular posting schedule and maintain a consistent tone and brand identity across all platforms to build credibility and audience loyalty.
  • Offer a variety of content, including different topics and formats like visuals and written material, to appeal to a wider audience and showcase diverse perspectives.
  • Emphasize empathy in content, particularly for law firms, to connect with readers who have experienced accidents or injuries.
  • Include statistics and case studies to enhance credibility and demonstrate expertise in the subject matter.
  • Implement basic SEO strategies in your content, such as internal and external links, keywords, meta descriptions, and featured images, to improve search engine rankings.
  • Consider hiring a content marketing firm to create high-quality, SEO-optimized content that stands out from competitors.


Writing content can be a daunting task, especially with the wealth of competition. Creating new, fresh content seems impossible, but with these helpful tips, you’ll be creating better content than your competitors in no time at all.

If you don’t have the time to create high-value content that wow your audience, that’s okay! Site Social SEO is here to help you. To learn more about how we can help your law firm or business, contact us online or at (407) 712-0494.

Understand Your Audience

Without understanding your target audience, your marketing campaign is doomed to fail. However, researching your target audience isn’t as hard as it seems. It can be as simple as thinking about who you’re trying to reach.

For example, as a personal injury law firm, your target audience is people who have experienced personal injury accidents. Just keeping that information in mind can greatly inform your content.

Your target audience can include the following demographics:

  • Location
  • Age
  • Gender
  • Employment
  • Income

For law firms, it’s especially important to think about things like location, age, and gender. Knowing where your target audience is located will help inform the keywords you use, as well as the types of content you produce. When it comes to age and gender, this demographic information can help inform the subjects you talk about and how you talk about them.

Writing blindly, without knowing your audience, can result in content that goes nowhere. By keeping your audience in mind, you’re more likely to get the content in the right hands.

Be Consistent

It is absolutely crucial for your content to be consistent. This means creating a schedule to follow for posting and being consistent across different platforms and content types.

Consistency in Posting

To decide the schedule for posting your content, you can use a tool like Google Analytics to track engagement. You should post content when engagement is the highest to receive the best results. To determine this information, you’ll have to post content at a variety of times during the first few weeks.

By taking this information and using it in your feature marketing plan, you can count on more consistent engagement. On top of that, by posting consistently, readers may become accustomed to checking in for new content. This can help greatly with building a following and establishing yourself as a trustworthy and credible source.

Consistency in Message

Not only should you be consistent when it comes to your posting schedule, but you should also be consistent with your tone and brand identity across platforms and even individual blog posts. You don’t want to confuse your readers by saying one thing in one blog and something entirely different in another.

This consistency will help to establish your brand voice, making it more coherent and visible to readers. By showcasing your brand identity in this way, you’ll only increase your credibility. Think about it, if you were checking out blog posts from a law firm and found conflicting information or even conflicting tone, is that the kind of place you would want handling your case? Probably not!

Diversify Your Content

A dynamic strategy that showcases various human experiences and perspectives is a great way to connect with your readers on a deeper level. More than anything, humans like to see themselves represented.

If you can connect with your readers, they’re much more likely to employ your services. However, diversity goes further than that. Diversity in law firm content can look like discussing different topics, such as news, injuries, mental health impacts, causes of accidents, case results, and more. It can also mean posting a variety of different content types, such as long and short-form content, visuals, and written content.

At Site Social SEO, diversity is important to us in more ways than one. We strive to include minority representation in our content, including visuals. For example, if one minority group is more affected than another, we don’t hesitate to point that out. Here are some examples of diversity in our content:

Keep Triple EAT in Mind

If you haven’t heard of Triple EAT, that’s because we made it up! You may be more familiar with Double EAT or E-E-A-T, which stands for:

  • Experience
  • Expertise
  • Authority
  • Trust

These four pillars are used by “…search raters to help evaluate the performance of our various search ranking systems, and they don’t directly influence ranking,” according to Google. Basically, these pillars determine whether content is useful, informative, and credible. By familiarizing yourself with these pillars, you can create more effective content.

However, we felt that Double EAT was missing something essential, especially for law firm content, so we decided to add another E, Empathy.

Content for law firms requires an empathetic tone. You’re writing content for people who have experienced accidents and injuries. Without an empathetic tone, content can come off as robotic or even apathetic. When content is empathetic, it’s easier to form a connection with readers, turning them into clients. And that’s kind of the whole goal!

Include Statistics and Case Studies

Your law firm content should always (and we do really mean always) include external links to studies and statistics. We find that statistics are the best way to showcase the severity of an issue. External links to reputable websites also help to build your credibility and trustworthiness.

Using examples of previous cases and real information is a great way to further connect with your clients and showcase your experience and expertise in the area (two of the three Es!) Don’t be afraid to add this kind of information; it will really help you stand out from the crowd.

Master Writing for SEO

While writing people-first content is extremely important and should not be ignored in favor of writing for search engine optimization, you also should not ignore basic SEO strategies. For example, every piece of content you publish should have the following:

  • Internal links
  • External links
  • Researched Keyword
  • Meta description
  • Featured image
  • Custom slug

These basic implementations can help your content go from zero to sixty. Tools like Yoast SEO are great for tracking this information and implementing it within your content! By writing with SEO in mind, you can create content that ranks on the first page of Google, therefore connecting your law firm with more readers and potential clients.

Contact a Full-Service Content Marketing Firm to Help You Create Creative, Informative, High-Ranking Content

Okay, we know that all of that sounds like a lot, and it can be. Content is what we do best, so let us take the weight off your shoulders. Our team of writers have the knowledge, empathy, and experience writing high-quality, informative content for law firms using the above tips and tricks.

If you want to learn more about how our team can help your law firm grow with excellent content and more, contact us online or at (407) 712-0494. We’re eager to help you succeed!