Content marketing: Finding fresh sources of inspiration for your writing and speaking

By Edie Reinhardt

Sharing helpful information in articles, seminars, blogs, videos, and other formats has always been a way for lawyers to attract clients by building their reputations and highlighting their expertise. However, a constant challenge is producing content that people will find interesting and useful. Coming up with a steady stream of fresh ideas is difficult for even the most prolific writers and speakers.

The key is developing a handful of consistent sources of inspiration.

Clients, prospects and contacts

The best place to go for ideas is to the audience the writer/speaker wants to attract. What are the frequently asked questions that attorneys get from clients, prospects, and contacts? Creating content based on those answers is sure to interest these individuals. Once those FAQs run out, find out what else those individuals care about.

For example, client interviews and surveys are invaluable for ensuring that clients are satisfied with the legal services they receive and for identifying potential problem areas for the firm. However, they can also provide insights into what issues lawyers should write/speak about to appeal to other potential clients. Encourage clients to discuss their concerns and challenges both in connection with their current legal matter and apart from it.

Speaking with contacts and referral sources who target the same audience as the attorney can also be helpful. Such contacts can offer perspective on what clients/prospects want to know. These discussions might also lead to developing content together. Articles and other presentations that incorporate the attorney’s and contact’s different viewpoints and areas of expertise can benefit all parties.

Online research

Information online can provide an endless supply of ideas. For instance, social media is a wonderful research and social listening tool. It can be used to follow and interact with clients, prospects, and contacts to determine their areas of interest. Lawyers can also join relevant groups on a social media platform and follow hashtags, experts, organizations, and publications. These online discussions are great sources for new topics.

Google and other search engines, most now powered by AI, can also generate ideas. Keyword research with search engine optimization (SEO) tools is useful as well. These services can reveal what the public is searching for online to help identify topics that may attract more web traffic to a firm’s site.

Lawyers can further subscribe to relevant online publications to have information sent to them that may provide ideas.

Competitors

Regularly monitoring what competitors are doing is important. The purpose isn’t to copy them; it’s to improve on their work. Look at the types of content they are producing, the quality and the depth and range of topics. What are they doing differently? Is it better or worse than what your firm is doing? Are there informational gaps that can be filled? Their content can inspire new ideas or approaches to content creation.

Existing content

Old content can be an excellent source for new content. Periodically review blog posts, articles and presentations for opportunities to update them with new information or fresh perspectives. Also, consider how they can be repurposed. For example, create video and text, or long and short versions of content. Rewrite material for different audiences (e.g., attorney vs. non-attorney; expert vs. novice level of knowledge; individuals in different industries, etc.). This can be a significant time saver, help reach a wider audience and improve SEO by keeping content current and relevant. Finally, look at each piece of content and write down related subtopics as possible fodder for future content.

Others at the firm

Brainstorming shouldn’t be a solo activity. Involve other attorneys, paralegals, legal assistants, and any other staff who interact with clients and prospects. They can provide topics or feedback drawing on their different perspectives.

Personal experiences

Personal stories and experiences can become engaging content. The stories can be work-related or not. What differentiates these topics is that they reveal something unique about the attorney’s perspective and personality. For example, content can discuss the attorney’s path to practicing law; challenges overcome; lessons learned from family, friends or colleagues; personal and professional activities; and other interests (hobbies, etc.). The goal is to humanize the attorney and make him or her more likable and trustworthy.

Idea bank

Whenever inspiration strikes, jot it down. Develop a stockpile of ideas to draw from when it’s time to write or prepare a presentation. Attorneys can create an easily accessible online document with notes, links to interesting articles, and other information to be used in content creation.

Conclusion

Generating fresh topics doesn’t have to be a daunting task. Inspiration can be found in many places. Make time at regular intervals to brainstorm ideas to produce the kind of content that will keep readers/listeners interested.

 

Edie Reinhardt, Esq. is principal of RDT Content Marketing, which specializes in helping attorneys showcase their expertise and target their marketing to attract more clients. She can be reached at [email protected].