Category

Content

Blogging, Blogs, Client Alerts, Content, Journalism

Why Traditional Legal Writing Fails in Content Strategy

Sometimes, lawyers need to write as if they were journalists. Here’s why. Let’s start with the idea that the “inverted pyramid” is the basic structure of any news story. Under this plan, the most fundamental facts, the ones the reader really needs to know, appear in the first paragraph of the story. This is usually the information that corresponds to the “five W’s” of journalism – who, what, when, where and why. Less essential information appears in later paragraphs, roughly in order of its importance. This time-honored structure, which was born in the days of linotype machines, continues to work well in the busy online world, where so much content is out there competing for the reader’s attention. It gives the reader an immediate idea of what the story is about and permits him or her to choose to read further in the article — or to move on to…

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Writing is Not a Content Strategy

If “content is king,” content marketing is the king’s highway. Content marketing has been defined as a strategic marketing approach that is focused on creating and distributing valuable, relevant and consistent content to attract and retain a targeted audience and ultimately to drive new and renewed business. Typical formats for content marketing include blogs, newsletters, webinars, client alerts, videos, and many others. Although in a law firm these materials will usually appear under the byline of an attorney, the firm’s PR team will normally have a role in planning the firm’s content strategy. And although content marketing started in the corporate world, law firms have been adopting content strategies in the past few years – and they have quickly become an important part of the law firm communicator’s toolbox. As a Huffington Post article reported in 2016, Which industry is absolutely crushing content marketing? Bet you’ll be surprised to learn…

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Holding Law Firms Hostage with Sponsored Content

Plenty of legal publications like to write profiles of in-house corporate general counsels. Editors and publishers know their readers are interested in finding out what it’s like to guide the legal function of a major company like Google or General Motors. And GC’s of smaller companies are interesting because of the diverse nature of their work and they often have interesting and unusual backgrounds and experiences. For corporate PR professionals these outlets can be excellent opportunities to showcase their top in-house talent. However, some publications have emerged that appear to be unbiased news outlets but function more as “sponsored content” or “custom publishing.” That means they are essentially advertising material just as a company would produce a glossy brochure highlighting a new product or service. Vanguard magazine, recently founded by TrueLine Publishing Co. appeals to its clients with the tagline “Your Story, Here.” On its blog, it describes itself as being “dedicated exclusively to the…

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Blogs Are Not Law Review Articles

Last year on this blog we highlighted the comments from several experts on best practices in writing for a blog. We are reminded often by blog advocates that the platform is an essential tool lawyers use to communicate with their audiences, show their skills and expertise, and to become thought leaders. It’s an opportunity that law firms should take full advantage of. Kristi Dosh, a sports business analyst who blogs as The SportsBizMiss, said it is crucial for lawyers not to use legalese but to write so that you can be understood by a broader audience. Jacqueline Madarang, a senior manager for digital marketing communications and marketing technology who’s now at the D.C. office of the Bradley law firm, said she created a writing workshop at her firm so that legal bloggers there can understand expectations about what a blog should deliver. These two, and the other panelists, also noted that blog items are vastly…

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