The 3 Approaches to Writing Your Law Firm’s Content

Writing is a task that all lawyers and marketers can do, but only a few can do well. It can be a time-consuming challenge to develop content that layers facts with firm messaging in a branded voice that also contains a unique point of view customized for a particular audience. In fact, law firms often have a hard time finding the internal resources to support writing content for collateral such as attorney bios, practice group descriptions or brochures.

Fortunately, there are multiple models to completing a content project that can help a law firm succeed, given their unique needs and resources.

In-sourcing: For well-staffed law firm marketing departments with strong writing talent, in-sourcing is an option. The advantages of this approach include leveraging your staff’s institutional knowledge of your law firm brand and the amount of control you can exert over the entire process.

Out-sourcing: If, on the other hand, you are a solo marketer or have a lean department, out-sourcing content development is a best practice. Not only does this free up internal resources, but you also can get the benefit of an expert writer.

The Blended Model: A blended approach combines insider knowledge with outside writing support. Services that can be delegated to an outside agency include messaging development, research, copyediting, proofing and project management, among others.

How Can Jaffe Help You with Writing Content?

Whether you simply need some oversight of your own content writing or you’re looking to outsource the entire process, Jaffe can help. Our team of content strategists, legal marketing writers and editors can help you with every aspect of the content process. We create law firm messaging, provide expert editorial and proofing support, and write every type of legal marketing content imaginable, from law firm website copy to video and animation scripts. We also can combine our content capabilities with our SEO services to optimize all your digital copy.

Need assistance with your law firm content? Contact Terry M. Isner at tisner@jaffepr.com.