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What the NFL Can Teach Us About Legal Marketing
There’s a lot of talk in general marketing and legal marketing circles about how digital content is “having a moment.” The argument goes that video, social media, and authentic storytelling are suddenly everywhere, making it seem like we’re riding some kind of trend wave that will eventually fade or be replaced by the next big thing. But that’s not what’s happening at all.
Here’s the breaking news: Digital content isn’t having a moment. It’s evolving into what it was always meant to be.
To understand why, let’s look at the NFL.
The NFL Isn’t Having a ‘Moment’ — It’s Just The Best At What It Does
Every year, someone says the NFL is more dominant than ever, that it’s “having a moment.” But that’s nonsense. The league isn’t thriving because of some temporary surge of interest. It’s thriving because it’s the only professional sports league that has mastered every aspect of its business. It has the best product, the best structure, and the best leadership. Other leagues might have talent, but they lack cohesion, vision, or a business model that keeps them on top year after year.
Legal marketing is in the same place.
If digital content is working better than ever right now, it’s not because it’s trendy, and it’s not because some lawyers, law firms, and even marketing agencies are being dragged into the digital content space.
It’s Because the True Forward-Looking Law Firms Are Finally Getting Their Foundational Marketing Right
The shift toward storytelling, video, and social media isn’t a “moment.” It’s the natural evolution of how law firms connect with clients in an era where attention is fragmented and trust is harder to earn. The firms succeeding today are the ones that have figured out that legal marketing isn’t about billboards and static ads anymore — it’s about delivering real value in a way that resonates.
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