The Law Firm Marketing Minute

This Type of Content Will Continue to Win and Win and Win

• Spotlight Marketing + Branding • Episode 1073

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In this episode, Danny Decker and Mike breakdown why micro-content and hyper-specific answers are outperforming long guides, eBooks, and generic “ultimate resources.” They explain how today’s clients are overwhelmed with information — and why the firms that drill into very specific problems, questions, and fears are the ones earning more attention, trust, and consultations. If you’ve been worried about saturation or unsure what content to create, this conversation gives you the blueprint.

📌 Key Takeaways:

  • Micro-content is outperforming long-form resources in 2025
  • Your clients’ questions at consultations reveal your best content topics
  • Specificity cuts through market saturation and builds trust faster

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SPEAKER_00:

You want to create that content focused on solving a specific problem. There was a time, Mike, and maybe you were, I don't know, when you kind of got into social media yourself, but you know, there was a time when like general information did really well. Or like a 300-page ebook that was like the complete guide to, you know, family law in North Carolina. People would be like, whoa, 300 pages and it's free. Like, let me download it. Yeah, yeah, yeah. Um, but like now in like 2025, there is so much information out there um that people are looking for like micro content, right? Give me 30 seconds on this very specific topic.

SPEAKER_01:

I w I was gonna ask you a little bit later, but about the our listeners that are worried about saturation, but that you kind of just answered it there. That people are they're looking for very specific answers. So Yeah.

SPEAKER_00:

Specific answers, specific tools, um, you know, ebooks not performing as well as checklists, for example, right? Like make it make it simple for people. And so the way the way I break I would break it down is you know, if you're let's say you're an estate planning firm, and let's say one of your client avatars is high net worth business owners. Yeah. Sit down, spend an hour or two with your marketing team, and really break down what are the problems, questions, concerns that this client avatar has. Like what's keeping them up at night?

SPEAKER_01:

Yeah.

SPEAKER_00:

Um, and and you probably know this. Um, you probably know this because these are the questions that they're always asking you at at consultations, right? What are the first couple of questions that your clients are asking you? Um those are the things that are keeping them up at night.

SPEAKER_01:

Sure.

SPEAKER_00:

And um, and so make a list, make a list. And maybe you're gonna come up with three topics, maybe five, maybe ten, but bottom line, specific bullet list of what are those questions. Um, you know, in the estate planning world, you know, I think a lot of I'm obviously not an attorney, but we work with plenty of estate estate planning attorneys, and yes, the laws are different state to state, but like generally speaking, like a will is not enough to keep your estate from going through probate. Um and so, you know, and and and people hear that, right? And so they they they're like, okay, I know I have a will, um, but like, is it enough? And like, how do I avoid probate? And like, so like avoiding probate, for example, is is is a great is a great topic for an estate planning firm. Like, how can I avoid probate? I own a business. If something happens to me, I want you know my family to have access to you know those assets. Now I don't want it to be 12 to 18 months of probate and expensive legal fees that they have to pay before they get a penny, right? You don't want that to happen. Nobody wants that to happen.

SPEAKER_02:

And so that's a great The Law Firm Marketing Minute is brought to you by Spotlight Marketing and Branding, where we help solo and small law firms get more clients and better clients. If you want more details, visit grow mylaw firmplant.com