Law Firm Content Marketing

When awards season and Chambers nominations roll around, some firms find themselves scrambling to cobble together nomination applications. It’s understandable. I’ve been on both sides: crafting nominations, judging entries and writing copy about ...

Welcome back to our "Year of Publishing Strategically." Having covered a variety of writing tips and tactics in this column, this year we are exploring the ins and outs of content strategy. Put another way, we are all about getting your content ...

If you can't afford a marketing agency or a full-time SEO professional, Google Trends can give you valuable insights into search trends — and generate ideas for your website, blog and social media content. While it’s not the best tool for ...

One fact that's always acknowledged in this column is that good content requires effort. It requires yours (which equals time and money) or someone else’s (which equals less time but more money). When speaking, I’ve railed against random acts of ...

Ever wonder why some writers get all the attention online? Their posts get shared, their personal brands grow, their email lists swell, and their fortunes rise as their content receives an outsized share of eyeballs. It’s easy to dismiss ...

Too often, “client-focused” content translates as “let me tell you what you need, ” followed by “please don’t interrupt, I’m still talking.” One of the most exciting trends in law firm content is client-driven content — that is, stories about ...

So you’ve spent a year creating content. You’ve written articles, created a client newsletter, are active on a blog and comment thread on your bar association website. You publish and provide comments in the local business press. And you ...

The 80/20 rule is so ubiquitous that many of us have lost touch with its origins. Input/output? Sales leads/conversions? Clients/revenue? Greens/grains? Sharing my day/your day? Conceived by Vincent Pareto, the 80/20 rule, also known as the ...

Figuring out what to write about on my blogs is a challenge I face every week, especially with our firm's patent blog. (I practice intellectual property, but not patent law.) I worry that my posts won’t be helpful or interesting enough to be ...

It can be tough to keep up with the content hamster wheel. Especially if you are trying to keep pace with bigger firms that seem to push out client alerts 24/7. So don’t drive yourself crazy. Get off the wheel. There’s still a way to publish ...