The Hardest Part of Writing for Lawyers

In a previous life, I taught English. I read a lot of essays – a LOT of essays. There were some truly extraordinary papers in those batches over the years; essays that explored a new angle or analyzed a small part of a classic, and turned that book into something entirely different for me. I loved reading those papers. Don’t get me wrong; there were always a few duds, too, by students who weren’t interested [...]

Words, Words, Words vs. TL;DR – How Long Does Your Content Really Need to Be?

One of the most common, ah, discussions I have with my clients is about web page and blog length. How many words are too many words, and how short can you go without being ineffectual? The truth is, like so many other things about your content marketing, it depends. It depends on the topic, it depends on the goal for the content, it depends what kind of content it is. There’s no really good answer. [...]

It’s Time to Talk about Your Social Media

I know, I know. You’re tired of hearing about social media. You’re also probably tired of being told that social media “works” and that you have to use it to promote your firm, without ever being told what “works” means. Never fear. I’m going to break that down for you now. Social media: “forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, [...]

You’re Repeating Yourself (but It’s Okay)

No one – no one – likes to hear those words. But we hear them a lot, for reasons that you might not expect. I’m here to tell you that some repetition is pretty important, as long as you use it to your advantage. And it’s also really effective. Need proof? Think about how you learned your times tables, or how to write cursive, or the way you learn a song simply from hearing it [...]

Why Don’t You Sound Like Me? Choosing the Right Voice for Your Firm

Let’s say you’re ready to hire an online marketing company. You tell the writer you want blogs about bankruptcy topics. A few days later, a handful of pages and a couple of blogs are in your inbox waiting for your review. You open them up, excited to see what your new site will sound like, and the only thing you can think is, This doesn’t sound like me at all. This is one of the [...]

Building Your Presence vs. Shareable Content

One of the problems with reading online marketing blogs is that they all talk as if you already know what they’re saying. Sure, there are intro posts on their sites, and long-winded explanations for how content works, but here’s the truth: A lot of what they’re saying doesn’t apply to you. As a law firm, your marketing and branding efforts are distinctly different from the average retailer even if your end goal is the same. [...]

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