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Content

Content, Content Marketing, Data, Public Relations, Research, Website Content

Developing Law Firm Content like a Hollywood Script

“Law is a talent business, like Hollywood,” said Brian Kiefer, Director of Communications at Seyfarth Shaw LLP, speaking at a webinar June 19 sponsored by the Legal Marketing Association’s Public Relations Shared Interest Group (SIG). In the webinar, titled “Building Blockbuster Content into a Thought Leadership Franchise,” Kiefer focused on Seyfarth Shaw’s annual Workplace Class Action Report, now in its 15th year, that has become indispensable for class action defense lawyers. Kiefer continued the analogy to the entertainment industry throughout the webinar. “There are so many parallels between what we do as marketing and PR people to bring content into the marketplace and what Hollywood does,” he said. “Our first step is to align talent with content, like casting a film. It’s important to cast the right lead. The lawyer who is to be the face of the franchise can either be a highly experienced attorney or a relative unknown…

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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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Content, Content Marketing, Writing, Writing Advice

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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