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Four qualities your lawyers must have to succeed with your legal marketing blog

03 September 2020 |

Good web content can make you stand out and “outsmart” your competitors. Your editorial team must have (or acquire) certain skills in order to get there


There are thousands of websites out there. If you really want to stand out, you need smarter content. Smart content is solves an issue for the reader. Your lawyers need to be able to identify problems that your target audience has. Your lawyers need to write words that solve that problem. We call this empathy and we agree with this 100% Sarah Richards.

Human writing is on demand more than ever. Especially writing that is accessible. Your lawyers must be able to identify and use words that get them closer to whoever you want to touch.Insert tweet

Technical Skills: the web is here to stay

Your lawyers must be able to understand the difference between a normal document and a web document. HTML basics need to be appreciated and understood:

*hyper links,lists


*basic SEO keywords and

*other markup language specs

Method and discipline: practice makes it perfect

Ann Handley, the author of the book “Everybody Writes” calls this your Writing GPS. A method (like a GPS) gives you orientation on where to go and what to do next. Writing is a craft and every writer must have a stablished method to create a text.

This process often goes from an idea to planning your text, to writing it, to uploading it, to the Content Management System, maintaining it after publication etc. Here we are talking about having a step by step method that guides you throughout this process.

Once you repeat this method long enough, the process of writing becomes so much easier. I always quote here K Anders Ericson. Experts are made, not born: it is the quantity and the quality of the repetition of your method that will make you an expert.

Content ops: collaborate even if it hurts

Your lawyers should be team workers as well. They are not lonely runners, but they understand that their writing is inserted into a bigger system: a well oiled editorial production machine. Welcome to the world of Content Operations.

I am Manuel from BigKids and I want to help you with this. That is why we have teamed up with Larcier to run the course Creer du Contenu Digital Interessant in which we are going to talk about writing methods, how to attract people with content and the beauty of the web as a publishing medium.


Manuel Pueyo

Content Strategist with a legal background.
I combine several years of experience in online communication with an advanced technical expertise in web development and an in-depth knowledge of UX trends & marketing tools.