Category

Website 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, Website Content, Writing, Writing Advice

Would You Draft a Legal Brief as Poorly as You Write a Blog Post?

Since blogs are so valuable, it makes no logical sense for lawyers to author them so sloppily. Blogs are an indispensable tool for any professional who wants to demonstrate it is a leading expert in a particular subject matter. In principle, there is no better method than a blog for getting your message out in an easily accessible forum that you can control, and do so in a timely, straightforward and client-friendly manner. Yet, I continue to see poorly written posts that offer no value to clients or news reporters who are working on articles or matters related to those topics. And, rushing through a post just to write one fails to accomplish the fundamental goal of a blog: demonstrating a firm’s or a lawyer’s expertise to a client. Here are a six tips to making your blog post meaningful to its intended audience and distinguishing it, in a good way,…

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Website Content

Your Website is Your Best Media Resource

A client recently discovered a news article inaccurately described the firm and what it offers its clients. It was obvious the firm’s spokesperson was focused more on providing answers to the reporter’s questions than worrying about what information the reporter was going to use to describe the firm. What is a busy reporter to do but turn to the firm’s website to get that information? If your website does not accurately reflect or represent what your firm does, you have missed another opportunity to set it straight. How can you prevent this from happening to your firm? 1. Create a website boilerplate. All law firms use boilerplate for news releases. This is a brief, detailed paragraph highlighting the positive attributes of a firm. It acts like an elevator pitch for the firm. 2. Place the boilerplate in multiple places and where it can be easily found. Many times law firms place…

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