Lawyer publishing has long been a staple of law firm marketing, turning lawyers who “wrote the book” on their area of practice into widely recognized authorities who showcased their professional credibility to the market. What has changed, thanks to the Internet, is the volume! Most firms have significantly more authors, publishing vehicles, and content distribution options than ever before, especially digitally. But what if your firm isn’t moving in this direction? Or, almost worse, what if it is moving, but so quickly that there is no formalized strategy behind your firm’s publishing?
Steve Matthews is the founder of Stem Legal and has advised law firms on their web publishing strategy for more than 15 years. In this Lunch Hour Legal Marketing session, Steve will cover a number of issues surrounding the creation of an in-house publishing program. His presentation will touch on the following topics:
- How (and where) to inspire new authorship within your firm;
- Finding the right “fit” between different authors and publishing vehicles (or, why everyone is not necessarily a blogger!);
- Building better routines — monitoring and brainstorming new topics, editorial calendars, scheduling;
- The role of practice group publishing in midsize and larger firms;
- Creating measurable objectives that support your firm’s business goals;
- The role of search engine traffic in creating continued exposure for your firm’s body of work;
- Identifying publishing targets, audience demographics, and measuring exposure; and
- Time management — tips for making the demands of writing and publishing easier.
Steve Matthews is the founder of Stem Legal Web Enterprises, a web development, publishing and strategy company for the legal profession. In more than fifteen years working within the online legal environment (including 12 years inside law firms), he has conceived, managed, coded and marketed law firm websites, blogs, intranets and extranets. In particular, he is one of the leading authorities on search engine optimization (SEO) strategies for lawyers and law firms. He has been an editorial board member for the ABA’s Law Practice magazine, co-founded the award-winning group blog Slaw, and is frequently quoted throughout North America on topics and trends related to legal web technology. In 2011, Steve was inducted as a Fellow of the College of Law Practice Management.