Content Under Pressure

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
Content Marketing Tips for Lawyers

Learn to Love Your Social Media Channels

So you’ve spent a year creating content. You’ve written articles, created a client newsletter, are active on a blog and comment thread on your bar association website. You publish and provide comments in the local business press. And you ...

Susan Kostal - December 4, 2017
Content Marketing Tips for Lawyers

Applying the 80/20 Rule to Your Content Marketing

The 80/20 rule is so ubiquitous that many of us have lost touch with its origins. Input/output? Sales leads/conversions? Clients/revenue? Greens/grains? Sharing my day/your day? Conceived by Vincent Pareto, the 80/20 rule, also known as the ...

Susan Kostal - November 1, 2017

Keeping in Touch With Client Newsletters

It can be tough to keep up with the content hamster wheel. Especially if you are trying to keep pace with bigger firms that seem to push out client alerts 24/7. So don’t drive yourself crazy. Get off the wheel. There’s still a way to publish ...

Susan Kostal - October 2, 2017

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