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Susan Kostal
Susan Kostal

Trends at Work columnist Susan Kostal is a legal affairs PR, marketing and content strategy consultant. She is a former contributing editor for Attorney at Work and previously wrote a monthly column, Content Under Pressure. Susan has covered legal affairs as a journalist for nearly three decades. You can follow her on Twitter @skostal and view more of her content at

More Posts By This Author
  • Acing Client Communications: How to Explain an Increase in Your Rates
  • Solo and Small Firm Hourly Rates: Winners and Losers, by State and Practice Area
  • Practicing Law in the Pandemic: Can This Crisis Save the Legal Profession?
  • Diversity in U.S. Law Firms: ‘It’s Always Going to Be Incremental’
  • Empathy and Innovation: Highlights from ‘Future of Legal Services’ Panel
  • Continuity of Care: Reassuring Clients You’re Prepared for COVID-19
  • Writing Lean: Test Your Writing and Editing Skills
  • Launching an Emerging Practice Group? Think Buyer’s Journey in Your Content
  • Littler Mendelson Goes All In on Video
  • Using Data-Driven Content for Law Firm Marketing
  • Rate Gap Widens Between Biggest Law Firms and Their Smaller Competitors
  • Anatomy of a Successful Bio-Driven LinkedIn Campaign: Meet Jackson Walker
  • How to Use Video to Tell Your Law Firm’s Story
  • Lawyers Need to Look Beyond SEO for True Engagement
  • Silicon Valley In-House Counsel Are Deadly Serious About Diversity and Inclusion
  • Using Content as a Lawyer Recruiting Tool, Part 2: Real-World Ideas
  • Using Content as a Lawyer Recruiting Tool, Part 1
  • What to Write When Inspiration Goes on Strike
  • Attorney Bios: Make LinkedIn Recommendations Your New BFF
  • Professional Services Thought Leadership 2.0 Explained
  • 4th Annual Social Media Marketing Survey Report
  • How to Ask for Law Firm Testimonials
  • Becoming a Top Legal Blogger
  • Prepare Your Content for Conference Season
  • LinkedIn: Take the Time to Tell Your Story
  • Don’t Drown in Sunk Costs When the Evidence Calls for a Change in Strategy
  • Survey Reveals Disturbing Undercurrents Beneath the “New Normal”
  • Using Tech to Expand the Pro Bono Provider Pie
  • Turning “What I Did on My Summer Vacation” Into Usable Content
  • Create Breakout Bespoke Content That Builds Brands
  • Building Endurance Into Your Content Strategy
  • Awards Season: Building a Body of Work for “Best of” Lists
  • What to Write: A Year of Publishing Strategically
  • Content Strategy: What It Is and What It Isn’t
  • LMA Tech West Sneak Peek: Marketing, Professional Services and the Customer Journey
  • Client-Driven Content Is the Year’s Breakout Hit
  • Learn to Love Your Social Media Channels
  • Applying the 80/20 Rule to Your Content Marketing
  • Keeping in Touch With Client Newsletters
  • Harnessing the Intuitive, Persuasive Power of Analogy
  • Niche Blogs: Why 100 Readers Can Be Better Than 1,000
  • Proofreading and Mindfulness: Bringing a Nonjudgmental Observer to Your Copy
  • Style Guides: Maintaining a Healthy Relationship Between Creator and Content
  • Write Your Way Into the Euphemism-Free Zone
  • Five Hot Content Marketing Tips for Lawyers from LMA 2017
  • Law Firm Histories
  • My Top Writing Tips for the Busy Author
  • Visual Storytelling: Don’t Leave Your Content on the Cutting-Room Floor
  • 10 Tips to Crank Up Your Law Firm Content
  • Five Legal Marketing Trends to Watch
  • Evergreen Content: Saves Headaches and Sets You Apart
  • Sharing Legal Information Online Isn’t ‘Giving Away the Store’
  • Use Soft Skills to Become In-House Clients’ Favorite
  • You Need to Pimp Your LinkedIn Profile (Yes, You)
  • Don’t Recycle, Repurpose — But Do It Right!
  • Befriending Media Types: You Can Do This
  • Strategic Digital Marketing Tips
  • Not Your Grandma’s Public Relations
  • The Small Law Firm Success Story
  • Dull Marketing Copy? How to Manage the Editing Process
  • Five (Cheap) Marketing Tips from LMA Technology West
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