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.
According to Robert Simmons, founder of Simmons and Fletcher, P.C., “While you may want to focus on the technical intricacies of the legal world in your articles, what will actually stand out from the rest of the law firms is the human element that you add in your content.” Your target audience will find the writings more attractive if they can relate to them; this can be best achieved by your conversational tone and relatable stories in the articles.