Columnist

Susan Kostal Susan Kostal is a legal affairs PR, marketing and business development consultant based in San Francisco. She is a contributing editor for Attorney at Work and writes the "Content Under Pressure" column. 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 www.susankostal.com.

Enterprising Lawyers

Using Tech to Expand the Pro Bono Provider Pie

By | Jul.19.18 | No Comments

When the phrase “legal tech” comes to mind, it's usually associated with the tools that propel law firm operations, or even automating tasks otherwise performed by lawyers to reduce corporate legal spend. But what if legal …Continue reading »


Content Under Pressure

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

By | Jul.02.18 | No Comments

As a writer of both fiction and nonfiction, I subscribe to a special email list and follow several social media accounts that provide writing prompts. When they connect with our latent creative juices, writing prompts …Continue reading »


Content Under PRessure

Create Breakout Bespoke Content That Builds Brands

By | Jun.04.18 | No Comments

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. …Continue reading »


Content Under Pressure

Building Endurance Into Your Content Strategy

By | May.01.18 | No Comments

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 …Continue reading »


Content Under Pressure

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

By | Apr.02.18 | No Comments

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 the winners. Initially, …Continue reading »


Content Under Pressure

What to Write: A Year of Publishing Strategically

By | Mar.05.18 | No Comments

Welcome back to our "Year of Publishing Strategically" (nod to “A Year of Living Dangerously,” Linda Hunt, 1984 Academy Award for best supporting actress). Having covered a variety of writing tips and tactics in this …Continue reading »


Content Under Pressure

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

By | Feb.01.18 | No Comments

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 …Continue reading »


Q&A WITH HUBSPOT'S SCOTT BRINKER

LMA Tech West Sneak Peek: Marketing, Professional Services and the Customer Journey

By | Jan.16.18 | No Comments

Legal technology is a $3 billion industry. Having established its roots in case and document management, it is increasingly infiltrating firm marketing departments. And that’s a good thing. Attorney at Work contributing editor Susan Kostal …Continue reading »


Marketing Trend-Spotting

Client-Driven Content Is the Year’s Breakout Hit

By | Jan.02.18 | No Comments

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 marketing is client-driven content — …Continue reading »


Content Under Pressure

Learn to Love Your Social Media Channels

By | Dec.04.17 | No Comments

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 …Continue reading »