Content Strategy
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The Legal Blog Writing Rule Attorneys Already Know But Never Follow
Lead with the verdict. Attorneys know this cold. A good brief gives the holding before the reasoning that supports it, so the judge understands what you’re seeking before the procedural history. The most persuasive argument is the one the reader grasps immediately and then confirms against the evidence. The same instinct should govern the writing…
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How to Find Law Firm Blog Topics People Want to Read
Most law firm blog topics fall into two piles: deal announcements and summaries of obscure court decisions. This has been the safe approach for firms big and small since the dawn of the internet. Attorneys are paid to be risk-averse, and you can see it in the content their channels share. Coming up with law…
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Turning Content Into Clients: The Business End of Your Law Firm Content Strategy
This is the third and final post in our series on building a law firm content marketing strategy. The first two covered audience and content production. This one covers the part that determines whether any of it was worth the effort: building law firm content that converts readers into clients, and knowing whether you’ve done…
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Law Firm Content Marketing: Cadence & Channels
In an earlier post of our series on law firm content marketing, we covered the first two questions any solo or small firm has to answer before starting a content program: who you’re writing for, and what you’re writing about. Get those right and you’ve got a real foundation, a clear reader and a library…
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Content Strategy for Solo Law Firms: Audience & Topics
Content marketing, whether as a blog, newsletter, LinkedIn thought leadership, or all of the above, is a serious investment for a solo practitioner. It takes time to pay off. Unlike a referral relationship or a PPC campaign, it is not something you can switch on during the times you need work and off when you’re…