Estate Planning & Probate Content Marketing Strategy
A content strategy for estate planning firms should center on will-vs-trust comparison pages and probate process guides — not a generic blog. The single most common mistake in this category: no clear will-vs-trust comparison, which is the single question most people are actually trying to resolve before they call anyone.
What to actually publish
The content types that do real work for estate planning firms:
- will-vs-trust comparison pages
- probate process guides
- state-specific rules pages
- cost/package pages
What order to publish in
Start with whatever answers "do I need a will or a trust, and what happens if I do nothing" — that's the highest-intent, most-searched content this subject has. Build out the rest of the page types after that foundation is solid, not before.
The trap most competitors fall into
No clear will-vs-trust comparison, which is the single question most people are actually trying to resolve before they call anyone — avoiding this alone puts a site ahead of most of the category.
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