“Lawyer You Know” is a Content Marketing Genius
Like millions of women-of-a-certain-age, I spent much of 2025 parked in front of a YouTube stream watching the Karen Read trial. I was there for every comically bad dramatic reading of texts, the Blue Man Group version of crash reconstruction, Kelly Dever’s split ends, and the “Columbo” moment when Read’s defense revealed that, despite what one of the prosecution’s experts said, there were in fact X-rays of John O’Keefe’s arm. But my ability to retain hours of boring testimony about shards of plastic and key cycles is limited, so I looked for help from the many, many commentators with detailed notes and encyclopedic knowledge of not just the second trial, but everything that transpired during the first one.
If we’re being totally honest about many of these commentators, they might as well have been me; which is to say that they had no real expertise, just a hyperfixation (and a desire to spend hours a day broadcasting live on YouTube, which I do not possess). I spent plenty of time with those folks, but I couldn’t get enough analysis of the Read trial, and eventually, I stumbled across “Lawyer You Know,” Peter Tragos. Tragos is a practicing civil attorney, but has worked in criminal law and provides helpful, lawyerly insight into trials. He’s not alone. Many, many lawyers have figured out that “LawTube” is a great way to build your profile—and whether they know it or not, they are doing a bang-up job as content marketers.
The LawTube niche
Let’s take a moment to review the Content Marketing Institute’s definition of its chosen discipline: “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Creating compelling content is every marketer’s biggest challenge, especially in the B2B world. There’s a reason brands tied to the outdoors, like R.E.I., or extreme sports, like Red Bull, have such big, successful content marketing arms: the content practically creates itself. Tragos never could have made videos about his clients and his work the way R.E.I. can make videos about backpackers and runners, but as the public’s interest in true crime grew, and audiences started turning to influencers for their thoughts, experts like Tragos saw an opportunity.
Who needs to know what some random TikTokker, who would otherwise be making haul videos, thinks about a legal case when you can have actual lawyers tear a case apart? The reality is that what seems interesting or relevant about a case to middle-aged women sitting at home isn’t always as impactful as we’d like it to be. People like Tragos, however, can tell us if Dr. Welcher’s testimony was as embarrassing as the rest of us thought it was. (Spoiler alert: It was!)
The call-to-action
Brands often forget the most important part of any successful content marketing campaign: “...to drive profitable customer action.” Not Tragos. At the end of every video, he reminds viewers that if they need a civil attorney, they can give his firm a call. Is every person tuning into Tragos’ YouTube live sessions a potential client? No. I live in Connecticut. He lives in Florida. The likelihood that I’ll ever hire his firm is slim.
Still, you can’t buy the kind of brand awareness and, more importantly, trust that Tragos is building among thousands of viewers. Think about every other personal injury lawyer you know of by name. Did you see them on a cheesy billboard along the highway? My guess is that when you’re driving down the highway, you don’t think, “Wow, that lawyer who is posing with Vanilla Ice must be really good at what she does!” (Yes, that is a real example of a billboard in my area.) However, after you get so distracted by one of those dumb billboards that you crash on the highway and find yourself in need of legal representation, you might think, “You know, that guy Tragos I watch sometimes really seems to know his stuff.”
The wonderful thing about a channel like “Lawyer You Know” is that it generates its own income. The video (and podcast) is monetized like any other. So, even if Tragos is spending hours recording and editing these videos while only converting a few people a year to actual clients, it doesn’t matter—the content pays for itself just like Red Bull’s many content endeavors. And if I had a friend in Florida who had a slip and fall on the statehouse steps, I’d be telling them to give Tragos a call.
