Lawyers Media News

Law Marketing Topics for April 8, 2022

Regular content creates expectations.

Law firms that venture into content marketing should know this about news publishing: If the firm builds a readership for coverage of a particular legal topic, those readers will expect coverage of important developments in that niche. If coverage is missing, regular readers will be disappointed -- and that will harm the firm's brand.

For example, a successful law firm blog on regulation of social media advertising in the United States really has no choice but to cover everything the Federal Trade Commission does in this area -- a workshop, a commissioner speech, testimony before Congress, a closing letter, a complaint, a settlement. Readers will notice gaps in FTC coverage, and they likely won't conclude the firm deemed a particular FTC action too insignificant to warrant coverage. They'll see it as a miss.