Building successful legal content marketing teams within your organization is a critical aspect of a law firm’s operations. When selecting a legal content marketing professional or content writer, several key competencies should be met.
Such a professional should possess solid writing and editing skills, with profound knowledge of editing rules. Editing for the internet differs from editing for books, as each follows a different style guide. The style guide used can significantly impact the presentation and consumption of the information being provided [Above the Law].
Importantly, this professional must understand and embrace your firm’s core values and marketing goals. They must be able to understand the unique aspects of you and your firm, and leverage your personal and professional journey to create high-quality legal content.
In addition to choosing the right content marketing professional, providing conducive working conditions for this individual is key. This includes creating a team-like environment where they can interact with other members of the marketing department on a regular basis.
Of equal importance is maintaining regular one-on-one communication with the content writer. This aids in better understanding the details and nuances of your firm and its services, helping to effectively communicate them to your clientele. Cancellations or postponements of such meetings should be minimized to respect the content marketer’s time.
It would also be beneficial to keep a running list of ideas for future content. This can be shared with the content writer, giving them more material to work with and reducing the chances of missing out on any valuable information or updates related to the firm.
Overall, fostering a good relationship with your content marketing professional, ensuring prompt responses to inquiries, and providing regular feedback on their work is crucial to achieving elevated exposure through legal content marketing.
This article is based on the writings of Stacey Freeman, a renowned New York City-based writer, journalist, author and the founder of Write On Track LLC Above the Law.