The Law Writers

Law firm content marketing and writing about the law

Law Blog Post Formats: Regular Features


Posted in Blogs | Law Firms | Planning | Search Engines

The eighth in a series about useful law blog post formats.

The creation of a regular weekly feature article is a good way to boost productivity among the law firm’s blog-writing team — and stimulate reader interest as well.

Regular features promote editorial planning by giving everyone a clear target to shoot for each week and they calm the “What can we put on the blog today?” stress that often attends regular care and feeding the of law blog beast.

A law firm that runs a regular feature is not hostage to the day’s events or, worse, the day’s lack of bloggable events.

Finally, a regular feature article is a clearly defined bit of editorial content that can be delegated and managed by the firm’s marketing department.

Continue reading / 421 words

Law Blog Post Formats: Roundup Posts


Posted in Blogs | Law Firms

The seventh in a series about useful law blog post formats.

On Jan. 21, 2010, the U.S. Supreme Court decided Citizens United v. Federal Election Commission, a case in which the court held that the First Amendment rights of corporations and unions were infringed by federal election laws that prohibited independent expenditures in support of political candidates.

Within three hours, the Washington Post published Reactions to the Supreme Court reversing limits on corporate spending in political campaigns, a roundup article collecting over a dozen rapid reactions from other newspapers, broadcast news outlets, and legal experts.

The WashPost article provided clear value to its readers, placing numerous perspectives on the same page and saving time readers might have spent searching the net for additional information.

Unfortunately, this sort of generosity is rarely seen on law firm blogs.

Lawyers view blogs primarily as marketing vehicles, not news publications. Serving the reader is a strategy not a mission.

Continue reading / 459 words

Law Blog Post Formats: The Case Analysis


Posted in Blogs | Law Firms

The sixth in a series about useful law blog post formats.

This series began a week ago with the premise that lawyers can blog much more efficiently if they write to a pre-determined pattern or format. I started off with the easy ones: link posts, top [whatever] lists, annotations, legal checklists, and public relations posts.

Today’s law blog post format — the case analysis — is a little harder to pound out in a jiffy. But it can be done, especially if you are working with a tried-and-true recipe.

If you’ve got a plane to catch, I’ll get right to it: The ideal format for a lawyer blogging about court decisions today is to place analysis of the ruling at the beginning, middle, and end of the post. Cut out or starve everything else.

Remember Elmore Leonard’s rule for writing well: “Leave out all the parts that readers skip.”

Persist / 1037 words

Law Blog Post Formats: Public Relations


Posted in Blogs | Law Firms

The fifth in a series about useful law blog post formats.

A law blog can be a mighty public relations tool, amplifying content created elsewhere or highlighting awards and courtroom successes.

Any of the following can supply the basis of a respectable public relations-oriented law blog post:

  • courtroom successes
  • article and book publications
  • professional recognitions
  • new hires
  • speaking engagements
  • firm-sponsored events and webinars
  • charity events and fundraisers
  • high-profile engagements

If the blog is a niche law blog of the sort typically published by larger firms, the item should relate to the blog’s coverage areas and provide value to the reader. For small and mid-sized firms publishing on their own websites, anything promoting the firm is fair game.

Press on / 654 words

Law Blog Post Formats: Legal Checklists


Posted in Blogs | Law Firms

The fourth in a series about useful law blog post formats.

A legal checklist can form the basis of a great law blog post, describing at a glance the steps the reader should follow to resolve a known legal risk or problem.

Checklists are the listicle’s cousins, but different in that they emphasize practical information and necessary steps for successful completion of a given task.

Legal checklists might address:

  • documents to be brought to an office visit or court appearance;
  • considerations for closing a real estate transaction;
  • high-level guides for complying with regulatory schemes;
  • processes for meeting routine business formation requirements;
  • year-end tax compliance issues;
  • best practices for onboarding, disciplining and discharging employees;
  • what to do following an automobile accident.

Legal checklists typically are “top of the sales funnel” content, aimed for Internet users who are seeking to educate themselves about the dimensions of a known legal problem. Checklists make a good jumping-off point for discussions with the client regarding their particular legal situation.

Keep reading / 503 words