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So now you have your brand, your sense of what you deliver and who you want to serve, and the central message you want to deliver each time you reach out with relevant, useful content.

Use the platform you created to review and revise your website so that your core message comes through consistently.  And do the same with your LinkedIn profile.

We know how important it is to show up in front of those you seek to serve on a regular basis with relevant and useful content.  Now the question becomes, how often should you publish your content, and where?

The short answer is to publish when you have something to say that might be useful to your audience.

If you believe you have something useful to say every couple of weeks via a newsletter, then do so.  If less or more frequently, that’s ok too.

Editorial Calendar

Use reverse engineering to determine how often to publish.  Create an editorial calendar by first listing topics you want to cover.  Don’t try to assign a date.  For now, just create a list.  You might be surprised how much you have to say, just by creating a list of topics.

Then compare your list to a six-month time frame.  Or twelve months, if you like.  It doesn’t matter, except that too short a calendar will have you revisiting it too frequently, with the risk that distractions will get in the way and you’ll put it off.  To me, it is better to get into that mental groove once and stay there until the list is complete for the next six to twelve months.  It takes me a bit of time to get there, but once I’m there the ideas begin to flow.

And I’m always aware that unexpected events may alter the calendar. There might be a court ruling or new statute or regulation that my audience needs to know about right away. That will take priority, and the other topics will get moved back on the calendar unless of course, I have time to do both.

Ok, so back to your list.  If it consists of 24 topics, that might argue for publishing two times per month for twelve months.  So, you can send out your newsletter or email roughly twice per month.

If your list has twelve topics, that might argue for once per month.

There is no hard and fast rule.  The idea here is to create a calendar you will adhere to and is neither so stretched that your audience will forget you, nor so frequent you will begin to be seen as an unwelcome visitor.

By reverse engineering in this way, you know how often you want to publish, a decision which was driven by what you have to say.  And now you simply plug the topics into your calendar.

Wasn’t that easy?  It should be since you’ve done the hard work up front.  That is, developing your platform and thinking about who you want to serve and what you want to say.

Where to Publish Your Content

Where should you publish your content?

That depends on who your audience is, and where they hang out.

The obvious is your existing clients and those who have shown an interest in what you have to say by giving you their email address.  An email or email newsletter is an excellent way to publish to that list.

You should also consider trade associations and publications for industry groups that your audience is likely to belong to.

LinkedIn, and blogging platforms such as LexBlog are also excellent publication vehicles.

Anything you’ve written can be repurposed for delivery via other platforms. For instance, your email newsletter can be repackaged as a blog article or even a speech.  Or you could aggregate a few of them into an electronic pamphlet or “How To” guide, or aggregate several into an e-book.


Thanks for reading.  I hope this was helpful, and best wishes going forward!

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Dave has been a practicing lawyer for 30+ years, from inside and general counsel, to private practice.
He maintains a private practice as well as a consulting and copywriting business focused on professional services firms.
You can also find him on LinkedIn