How Do You Get Other Lawyers – or Yourself – to Write for Publication?

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)

Neil Guthrie (@guthrieneil)


  1. When i worked for an insurance firm providing legal PI the first tip really transformed our approach to content marketing. I would get all our client managers to jot down what queries clients would have and at the end of the week we had a load of ideas.

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