The attached article makes some highly insightful suggestions about how law firms can optimise their content strategies. 

Naturally, I entirely agree with Steve Olenski's thoughts on the importance of original and authentic commentary, as well as the need for quality content that:

(1) plays to the strengths of the authors and 

(2) piques the interest of your clearly-defined audience in the long term. 

However, I found Steve's most compelling notion to be that of accessibility. To the layperson, the majority of legal content will appear complex and dry. By making your content jargon-free, digestible, and relatable to your readers, you'll rather quickly find yourself with a competitive edge when it comes to content visibility. 

Fortunately for those that are currently without a content strategy, the industry standard is extraordinarily low at present. The time to take the lead is now.