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Law Firm Client Relationships Law Firm Marketing and Business Development

Hindsights, Insights and Foresights: Producing Content That Clients Value

This article describes a model to help your lawyers evaluate the relative value of the information they are sending to their clients and help you communicate the importance of delivering value in their written communications to clients.

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Thought leadership or content marketing has gained attention as an effective way to establish credibility, generate awareness of a lawyer’s capabilities and promote an attorney’s unique expertise. (The term content is used broadly to describe any and all information produced by the law firm and delivered to the client or published in public mediums. This includes newsletters, client alerts, blog posts, white papers, speaking engagements, interviews, advisories and memos, training programs and any other information which is intended to inform and educate clients and their business line managers.) Done well, it can also generate inquiries and lead to new engagements. However, not all content written by your lawyers is perceived as valuable. In fact, some content can actually detract from the client-attorney relationship and be seen as irritating. This article describes a model to help your lawyers evaluate the relative value of the information they are sending to their clients and help you communicate the importance of delivering value in their written communications to clients.

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