This is a good article on how more and more law firms are investing in content marketing over more traditional marketing methods, with nearly half of the firms researched responding that they intend on having a documented content strategy in place within the next 12 months. There are of course challenges in adopting a new style of writing and John Corey of Greentarget recommends a good six step framework to implement journalistic practices in writing in this piece. LinkedIn emerges as the platform of choice for pushing out content with over 60% of lawyers using it on a daily basis.
Lawyers are, for the most part, smart and educated individuals. They have opinions and knowledge on a number of topics and industries, particularly the ones they specialize in. For law-firm marketers, their lawyers are “a treasure trove of intellectual insights to draw from,” said Corey. But they face a difficult task: writing comprehensive stories non-lawyers can understand. At some law firms, lawyers have adopted the discipline and style required by professional journalism in order to create accessible stories for current and potential clients. Corey recommends law firms adopt a six-step framework for implementing journalistic practices in their writing. This approach combines an organization’s market intelligence and subject-matter expertise with the credibility and the narrative techniques of professional journalism.