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Content Under Pressure

Prepare Your Content for Conference Season

Here’s how a conference can be a source of new topic ideas and a way to maximize your investment in speaking or attending.

Susan Kostal - October 1, 2018

LinkedIn: Take the Time to Tell Your Story

Your LinkedIn profile should tell the best story of who you are as a professional, not simply list your job history. Here's where to focus your efforts.

Susan Kostal - September 4, 2018

Don’t Drown in Sunk Costs When the Evidence Calls for a Change in Strategy

It might seem that sunk costs should not influence whether we continue investing in a project. And yet they do. Which brings me to content.

Susan Kostal - August 2, 2018
Content Marketing Tips for Lawyers

Turning “What I Did on My Summer Vacation” Into Usable Content

In deference to the time-honored struggle of what to write about, I herewith present how to get great content from the much-trodden trope of “What I Did on My Summer Vacation.” Write yours now, so that when school starts in late August or early ...

Susan Kostal - July 2, 2018
Content Marketing Tips for Lawyers

Create Breakout Bespoke Content That Builds Brands

The mother lode of content creation is unique content that can be branded as solely belonging to the lawyer or firm. This can be produced and updated quarterly, annually or as news and events require. It establishes the publisher as an authority ...

Susan Kostal - June 4, 2018
Content Marketing Tips for Lawyers

Building Endurance Into Your Content Strategy

Producing content that serves readers and the business objectives of the publisher — in this case, your law practice — is the No. 1 goal of a content strategy. Building an effective body of content requires consistent outreach. If you’ve been at ...

Susan Kostal - May 1, 2018
Content Marketing Tips for Lawyers

Awards Season: Building a Body of Work for “Best of” Lists

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 ...

Susan Kostal - April 2, 2018
Content Marketing Tips for Lawyers

What to Write: A Year of Publishing Strategically

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 ...

Susan Kostal - March 5, 2018
Content Marketing Tips for Lawyers

Content Strategy: What It Is and What It Isn’t

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 ...

Susan Kostal - February 1, 2018

Client-Driven Content Is the Year’s Breakout Hit

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 ...

Susan Kostal - January 2, 2018