Legal Marketing is Evolving. Will You Adapt?
Let’s take a quick trip back—way back. Scientists tell us there have been five mass extinction events in Earth’s history, each one wiping out more than half of all species on the planet. These “Big Five” moments reshaped life on Earth, wiping the slate clean and giving rise to new forms of life better suited to the changed environment.
Sure, it’s a shame we don’t get to ride woolly mammoths to work or have trilobites scuttling around our living rooms. But those extinctions paved the way for evolution to kick into high gear. The old dominant species couldn’t adapt quickly enough, and the smaller, scrappier ones took over.
Sound familiar?
If you work in legal marketing, you’ve probably felt the ground shift beneath your feet. Traditional marketing tactics are losing traction. Digital marketing—content, SEO, social media, email campaigns—isn’t just a nice-to-have anymore; it’s the lifeline. If you’re not discoverable online, you’re essentially invisible.
So the question becomes: are we facing a marketing extinction event of our own? And if so, are we evolving fast enough to survive?
Law firm marketing teams don’t need to do it all themselves, but they do need a clear strategy. The role of in-house marketing is transforming—less about doing everything solo, and more about coordinating a dynamic network of partners, tools, and platforms. The ecosystem is bigger now, more collaborative, and moving fast. Those who adapt will thrive. Those who don’t? Well… ask the stegosaurus how that worked out.
Key Players for In-House Marketing
Creative Strategists: Need someone to make your brand look sharp and feel cohesive? That’s the creative strategist—often known as a creative or art director. They’re the visionaries behind your visuals, responsible for the design, tone, and emotional impact of your campaigns. From digital ads to brochures to social posts, they ensure everything aligns with your firm’s identity and stands out in a crowded market.
Content Strategists: Capturing attention is just the first step—today, it’s about building a relationship. Content strategists craft meaningful, value-driven content that connects with your audience and keeps them coming back. Think thought leadership, blog posts, email campaigns, videos, even memes (yes, even those). Their superpower? Turning complex legal topics into engaging stories people actually want to read and share.
Digital Strategists: If your firm isn’t visible online, it’s missing out—period. Digital strategists make sure you’re not just online, but findable. They drive your search engine strategy, manage paid digital campaigns, optimize your web presence, and translate metrics into action. And yes, they can definitely explain what a SERP is (and why you want to be at the top of it).
Media Relations Reps: A familiar title, but the job has evolved. Today’s media relations pros are part publicist, part content creator, part social media ninja. They don’t just pitch stories—they build relationships across channels, amplify your message, and keep your firm in the conversation, whether it’s through traditional outlets or viral LinkedIn posts.
Business Development Pros: Rainmaking isn’t what it used to be. Business developers still play a key role in driving growth, but now they’re armed with digital tools—CRMs, analytics dashboards, and LinkedIn—to spot opportunities, nurture relationships, and track ROI. The most effective ones blend old-school networking with new-school tech.
Tech Developers: The days of marketing existing in a silo from IT are over. Tech developers are now integral to building and maintaining the tools that power your digital presence—from websites and microsites to mobile apps and marketing automation. No one expects your CMO to write Python, but someone better know how to turn ideas into functioning digital products.
Jaffe PR is right in the thick of this change. We recognize that the marketplace is evolving. Rather than fight the inevitable, we are adapting to the times. It’s all part of our job description: to provide you with the services to keep your law firm competitive.
