Even on a slow day, an attorney’s workload can be overwhelming. It comes as no surprise that the last thing an attorney wants to do is take on another project, such as writing a bylined article. However, this effective marketing tool shouldn’t be discounted too quickly because it can be an easy and convenient way to position yourself and your firm as leaders in your practice area, and a vital component of a comprehensive Legal Brand Journalism™ strategy.
With the proliferation of online news sites for legal and business publications, and their dwindling budgets for staff writers, there is a high demand for contributed content. What’s more, these publications often are not looking for lengthy articles but for ones that are 1,000 words or shorter. They don’t want long, dry treatises but shorter, snappier articles that don’t have to take up a lot of your time. This trend creates a marketing opportunity for you.
If time is a factor, identify print or online publications that accept short bylined articles, and consider converting a recent speaking presentation into a bylined article or asking another attorney to co-author the article with you.
Here are some tips for writing a bylined article:
- Tap into your experience to come up with a topic.
- Consider the audience when writing the article.
- Write an article that delivers real value, such as addressing a current legal issue.
- Follow the editorial guidelines of the publication for which you’re writing.
Remember, a bylined article also adds credibility with both clients and potential clients by showcasing your knowledge and raising your profile. It’s also a means of distinguishing yourself from others who provide a similar service, so it will help your law firm achieve better market positioning. This is low-hanging fruit worth grabbing!