Making it happen is not always easy.
Chris Riley of Lexology has some helpful suggestions for increasing lawyer engagement in what he calls ‘content marketing’:
- write about topics your clients tell you they’ve been worrying about
- describe the issue and propose a solution
- don’t simply parrot news items
- add your own perspective to the story or legal issue
- keep it short!
- Lexology’s readers overwhelmingly prefer to read something between 600 and 1,000 words in length
- use analytical data available through Lexology (and your own firm’s marketing department)
- identify articles and topics that have worked in the past
- consult Lexology’s ‘popular articles’ list to see what readers are interested in
- write something on these topics (or avoid them if you want to be original)
- ask a more senior lawyer for an idea or outline and flesh it out
- get your library or knowledge management peeps (if you are fortunate enough to have them) to look out for novel topics and breaking developments
- read the Lexology daily newsfeed to see what’s current
- this may inspire you (or make you realise you could do a better job than your competitors)