The Bay Area Member Spotlight Q&A series shines light on our members and their work, celebrates our diversity, and reinforces a sense of community among Bay Area marketers.
Tell us a little bit about your role as a content consultant and the types of organizations you work with.
I work with law firms of all sizes, law schools, and nonprofit legal organizations to help them achieve their PR and marketing goals. The common theme among all my clients is they all want to produce quality content that cuts through the clutter and resonates with their audiences. I lean on my background as a former legal reporter to help me understand the wide variety of audiences lawyers are trying to reach. I’m forever grateful to the LMA community for helping me make the transition into legal marketing in 2018.
What can firms do to stand out with the content they are producing?
Law firms can certainly take a page from the media business and be the first to let their clients know about developments in the law. But we all know that’s not always realistic. My advice would be: If you can’t be the first, be the best. Add value by providing your quick takeaways and telling your audience what they can or should do with this new information. Start by thinking of the audience you want to reach and what they might want to know. Write directly to their concerns and it’s bound to be well received. Also, you can have great content that still gets overlooked. Pay special attention to creating a headline or subject line that will grab the reader’s attention. Use bullets and subtitles to break up dense text so a busy reader can skim.
Do you see any lasting changes to how law firms approach content as a result of the COVID-19 pandemic?
The pandemic has presented numerous challenges, of course, but I like to look for the silver linings. Even the staidest law firms were forced to double down on digital communications in the absence of in-person conferences and networking. And after seeing how digital campaigns can reach wider audiences and increase website traffic, I expect many will continue to develop and refine their content strategies. Another nice thing about digital – it allows you to see which content is getting traction and adjust accordingly.
As a content specialist, what tips can you offer fellow LMA members to keep their writing fresh and overcome writer’s block?
I hope everyone took some time off this summer to rest and recharge. Taking a step back from the daily barrage of emails and Zoom calls – whether it’s an extended vacation or a quick walk in the park – will do wonders for your productivity. And if you’re stuck in a rut, one of the best ways to boost your creativity is to get out of the adult mindset, with all its preconceived notions, and connect with your inner child. I’ve done this by singing in a chorus and tutoring students. But it can be as simple as talking to a kid. The unexpected things that you hear from them are likely to make you laugh, and just might tickle your creative funny bone.
You can contact Laura at email@example.com.