Trends are compelling, and you should definitely include them as part of your content strategy. But without a core foundation of evergreen content, buzz fades fast.
Hot news, legal updates, breaking cases—these are all things you incorporate on the fly.
Evergreen pieces, on the other hand, are your “always-on” chess pieces. They work quietly in the background, delivering SEO benefits and inbound leads for months and years.
Any content strategy is incomplete if it doesn’t include evergreen content. So here are our tips for lawyers on how to balance trending topics with evergreen content.
When and how to use timely content
Trends can give your content a quick jolt of attention. Imagine a high-profile verdict, a new piece of legislation, or a viral news story in your practice area. These could all get your content in front of more people fast.
The catch? Trends are fleeting. That post might explode today and be forgotten tomorrow.
In some cases, 15 minutes of fame is enough to justify putting in the effort. For instance, you might find a way to showcase your expertise and go viral in connection with a trending topic, generating traffic and leads.
But do not chase every headline. Do chase the ones that relate directly to your practice area. In the heat of the moment, remember that you’re still bound by ethics rules. So keep your hot take on this side of ethical. A clever trending post is worthless if it lands you in front of a disciplinary board.
Here’s our advice:
- Set up a “trendy content” workflow (Assign a writer, draft in 1-2 hours)
- Check your content before posting (Can I back up this claim? Does it pass my state’s ethics rules about disclaimers and confidentiality?)
- Always ask yourself if this timely topic could be turned evergreen later
- Set a reminder to archive timely posts and then spin them into evergreen content
Use timely content to build credibility. But always give it a shelf life and always link to deeper evergreen content for lasting value.
Build your evergreen foundation, where value grows over time
Evergreen content is the opposite of trend-chasing. It’s blog content that stays useful and relevant long after you publish it.
Evergreen content is your reputation builder. It helps you rank better and stay ranked.
It’s meant to answer questions that clients always ask. Think: “Steps to Take After a Car Accident in [State]” or “How to Prepare for a Divorce Mediation.”
The goal with evergreen content is not to go viral. Instead, it’s to grow your value over time.
Here’s how it works: Evergreen builds your authority brick by brick, improving your SEO every minute of every day. A blog post you write today could be bringing in new clients a year from now, without you lifting a single finger or paying for an ad.
Get started with evergreen content:
- Use analytics to identify 3–5 high-performing core topics of interest to your audience
- Develop each topic into an in-depth guide optimized for keywords
- Create a content calendar that pushes out evergreen content regularly
Continue to experiment with different formats to see which your audience responds to most.
Evergreen best practices for law firms
Now you know what evergreen content is, but how do you make it supremely valuable?
Tip 1: Write in plain language. Dense vocab and legal jargon will discourage readers.
Tip 2: Think local. Combine evergreen topics with your region (like “Filing private in [State]”)
Tip 3: Track it. Get metrics for each post, like time on page and inbound inquiries.
Track 4: Update it. Review your posts quarterly for relevance. Refresh or retire as needed.
Evergreen doesn’t mean static. Stay creative and keep looking for ways to improve.
Your content strategy = trendy + evergreen
Here’s the sweet spot: mix both for maximum impact.
Use trends to spark interest and bring people in. Then, let evergreen content keep them engaged. With careful internal linking, you can capture and keep leads by providing valuable content.
Let’s explore an example.
- You see a trending news story about a celebrity’s estate dispute
- You decide to repost the story with your commentary and add a link to your site
- Your link leads to an evergreen guide you created on how to avoid probate disputes
Basically, the trend draws attention. The evergreen piece educates, builds trust, and positions you as the go-to resource.
Review and next steps
Trends attract attention. Evergreen builds authority.
You need both. Use short-term bursts to draw eyes—and long-lived guides to hold them.
The smart firm creates a strategy that can execute on both. Get started with a website that’s built for growth.
