TL;DR: Why Evergreen Content Marketing Still Works for Law Firms
- Content marketing for law firms—especially educational blog posts and articles written for estate planning and elder law firms—can generate leads, RSVPs, and client trust for years, not months.
- One client’s decade-old blog post continues to convert, proving that well-crafted, client-focused content is your best long-term investment.
- A resilient content strategy means your website stays visible in Google search results, even as SEO trends and platforms change.
- Client-centered, human content answers real questions, empowers families, and builds trust—making your law firm stand out online.
- Want your content to keep working while you sleep? Learn how to structure, update, and promote evergreen content so it brings in the right clients—on their timeline.
The 10-Year Blog Post That Still Generates Calls
The other day, I was reviewing call tracking data for one of our longtime clients, Edwards Group, and something caught my eye.
A caller RSVP’d for an upcoming elder care planning workshop… after visiting a blog post from 2014.
You read that right—2014.
That means someone found a blog post that’s more than a decade old—and it still worked. It brought the right person to the website, educated them, built trust, and led them to take action.
Website visit ➡ Blog post read ➡ Call made ➡ RSVP for workshop confirmed
That’s a content marketing win—nearly 11 years after the post was published. That’s not luck. That’s the power of content with a long shelf life.
Why Does Good Content Still Matter?
At Cottrell Communications, we don’t just crank out keyword-stuffed blog posts to make the machines happy.
We believe content marketing for law firms should be about changing lives, not gaming search engines. Content made by humans, for humans, should be educational, trustworthy, and designed to work long after it’s published.
And for law firms serving families—especially in estate planning and elder law—this kind of content is GOLD. Why? Because these families are:
- Overwhelmed
- Doing research in the middle of a crisis
- Trying to convince a spouse or parent to do planning
- Or just gathering info for a “someday” plan.
But when your website is stocked with helpful, human content that’s written with care? It will be there when they’re ready.
What REALLY Makes Content That Lasts
Let’s be clear—the Edwards Group post wasn’t magic. It was strategy. That 2014 blog post:
- Addressed a bigger question real clients worry about (not just “what is probate?”)
- Was written in plain English
- Got shared on social media, linked in emails, and was highlighted in other parts of their marketing system
- Lived on a website with a trustworthy, consistent presence—and that matters!
A post like that doesn’t expire. It keeps building trust. It keeps showing up when folks need you most.
Your Action Plan: How to Build Content That Works All Year
Step 1: Don’t Chase Fads—Solve Real Problems
Start with evergreen topics that are client-centered:
- “How do I keep my family from fighting over my stuff?”
- “Is my Will even valid since I moved?”
- “What happens if my parent needs care?”
Step 2: Structure Like a Human, Not a Textbook
Break info into bite-sized chunks. Use stories, FAQs, and everyday relatable metaphors.
Step 3: Use It Everywhere
Don’t let your star content sit in a digital closet, so to speak. If you go to the time and expense to create a piece of content, you should share it everywhere—emails, newsletters, social posts. Point people towards it everywhere you can.
Step 4: Build a Simple System
Adopt a structure, like the Marketing Hourglass:
- KNOW: SEO and ads put you on the radar
- LIKE: Relatable, story-driven blogs and videos earn authentic interest
- TRUST: Share testimonials and real-life cases (anonymized, of course)
- TRY: Free workshops, checklists—let them “test drive” your firm and your expertise
- BUY: Clear, friendly next steps (no one likes a mystery here)
- REPEAT & REFER: Ongoing touchpoints (like routine mailings and community events), and referral nudges with strategic partners
“Great content is the best sales tool in the world.” — Marcus Sheridan
Build It Once. Reap the Benefits for Years.
A good blog post answers real questions, builds rapport, and puts you top-of-mind even when you’re busy doing actual lawyering (or finally taking that family vacation). If you’re a solo attorney or small firm trying to do it all, it’s time to invest in content that:
- Attracts the right people
- Answers the questions they’re too afraid to ask
- Builds trust before they ever call
- Keeps working while you sleep
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FAQs
What is evergreen content?
It’s content that stays relevant for years—covering client concerns that never grow old.
How long should an evergreen blog post be?
Aim for 700-1000 words—enough space to build trust and actually help.
Do I need to update old blog posts?
Yes! Using new stories and updating formatting and links can boost SEO and keep content relevant.
Is blogging still worth it in the age of AI?
Yes. AI summarizes. But people choose lawyers they trust—and trust is earned with a human voice. That will never change.
How do I know which posts are working?
Using tools like CallRail, Google Analytics, and Search Console can help you see which posts are connecting with people.
Can I outsource this to someone?
Absolutely—but only if they truly “get” your clients. Cookie-cutter content won’t cut it these days.
Want to chat about how to build a content system that works as hard as you do? Head to our Contact Us page, and reach out to meet with our founder, ELISA COTTRELL, who LOVES talking about marketing and estate planning/elder law. She’d love to meet you and hear about your challenges. (No hard sales here.)