Share content production amongst lawyers

Writing great content can be a fairly time consuming task, but there is no getting away from the fact that lawyer-produced content is more effective that the stuff churned out by marketers or outside copywriting agencies.

2,000 words of new content per month is a good target for a small to medium-sized firm or practice group in a bigger organisation, which might be quite a burden for a single lawyer to handle alone, but shared among a team of fee-earners it becomes a task that needs to be done as little as once per year per lawyer.

We advocate a two pronged approach to content production: the first aspect is to complete a client needs analysis to inform the types of content you might produce, and the second is to make use of fee-earners compulsory CPD time for the reading and research required to produce great material. In England and Wales that’s 16 hours a year per fee-earner time that can be efficiently directed towards marketing goals.

How to do it

If you have completed a client need analysis, use that as your monthly content list. Put the items in some logical order and give each a publication date - we suggest one per month, but you can alter this according to your own goals. Allocate each item to a lawyer according to expertise, or simply draw lots. Choose somebody to be Content Co-ordinator, responsible for reminding members of the team when their topic is due.

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