For lawyers, predictions pieces are effective tools for demonstrating thought leadership. Do these four things to ensure your next predictions piece makes a lasting favorable impression on its readers. Whenever we hit a new period of time — whether it’s a new calendar year, a new court term, a new school year, a new decade, whatever — that is an opportunity for lawyers to demonstrate their thought leadership through predictions in the form of a…

Lawyers and their law firms can boost their referral marketing efforts — and their business — by crafting thought-leadership marketing content aimed squarely at referral sources. If you are like most lawyers, you are familiar with thought leadership as a form of marketing. It is a classic marketing technique lawyers have been using for decades. It follows a simple, logical path: “If I write or speak about issues that arise within the area of law…

When lawyers collaborate with an outside writer to help them craft and publish thought-leadership marketing content, they are making a small investment for which they could realize significant ROIs. I frequently speak with lawyers and law firm marketing or business development professionals regarding their firms’ investment in their content marketing and thought-leadership marketing programs. These conversations frequently touch on those lawyers’ and law firms’ experience and interest in collaborating with an outside writer (also known…

Lawyers should consider working with a ghostwriter when they appreciate the role content plays in their marketing, have a niche or target audience, do not have the time to write marketing content, and do not enjoy writing the content enough to do it themselves. I launched the Law Firm Editorial Service after hearing from lawyers who told me that they were just too busy to write the kinds of marketing content, often known as “thought-leadership”…

Unless their local jurisdiction says otherwise, a lawyer’s ghostwritten marketing content is likely to pass ethical muster if they are involved in the drafting process. There are a number of reasons why busy lawyers turn to ghostwriters to help them create and publish marketing content—like blog posts, bylined articles, and client alerts—under their own names. One reason, as I just alluded to, is that lawyers are busy and very rarely in a position to create…

It is a myth that people do not consume long content. They do—but only if it is engaging. “Gone with the Wind,” originally released in movie theaters in 1939, is the highest-grossing film of all time. The movie raked in more than $7.2 billion worldwide (in 2020 dollars) at the box office. It is a beloved classic (but one that is being reevaluated for its depiction of race and slavery). When “The Godfather”…