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Calibrate these five aspects of your thought leadership content – ​​or risk it failing miserably | Law Firm Editorial Service

If you don’t calibrate the thought leadership and business development marketing content you publish and deliver to the world, you’re making a mistake.

If you don’t calibrate your content, you are only publishing what you think your target audience – current and potential customers and referral sources – want it in the form of your content. But you really have no idea and you are just posting this content blindly.

It’s a one-sided relationship, and we all know what one-sided relationships look like when one party does what it wants regardless of what the other wants.

To avoid having a one-sided relationship with the consumers of your thought leadership marketing and business development content, you need to calibrate that content to match what your consumers expect from that type of content.

Here are the five elements of legal opinion leadership marketing and business development content that lawyers and law firm marketers should consider calibrating.

Element #1: Substance

First and foremost, lawyers and their firms should calibrate the substance of their content.

What type of content does your target audience want from you?

Do they want updates about specific developments in the law, such as a major new court ruling, bill, or action by an administrative body?

Or do they want trends? Do they want a summary of recent trends over the last quarter or the last six months in the area of ​​law you practice?

Do they want your firm’s original research on legal developments?

Do they want industry news mixed in with your legal analysis?

Do they want you and your colleagues to analyze what is happening in their industry?

Of course, when talking about the takeaways from a particular legal development or industry news, do you really calibrate those takeaways to match what your target audience is interested in and/or what is relevant to him? Or do you just speak in broad strokes because it’s easier for you?

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Element #2: Styling

The substance of your thought leadership marketing and business development content may draw your target audience to that content, but its style is what will keep them coming back for more.

How does your target audience want to be communicated?

Do they want polished, law firm writing? Or do they want casual, informal writing?

Do they want the kind of writing they would see on non-legal, non-commercial blogs that have sarcasticism and attitude?

Remember that your content and that of your law firm does not only compete with the content of other law firms. It competes with all the content consumed by your target audience.

Instagram Reels.

Tik Tok.

youtube videos.

Amazon product pages.

News site.

News podcasts.

Entertainment podcasts.


Culinary blogs.

Gossip blogs.

Sports blogs.

Your content competes with all of these other types of content, so it needs to be calibrated to match the style that your target audience will find most compelling, most interesting, and therefore most likely to want to consume and digest.

Element #3: Structure

How does your target audience want your content structured?

Do they like the typical 1,000-2,000 word articles that law firms typically publish?

Or would they prefer a 750 word article? Or a 500 word article?

What about a 300 word article, Axios-stylewith lots of chips?

Do they want to consume content as email? If so, do they want a full 2000 word article emailed to them? Or do they prefer links in an email, after the introductory paragraphs, to full articles on your company’s website?

Also, do they like the structure of classic business writing? Do they want three to five or six sentences in a paragraph? Or do they want short paragraphs, say with one to three sentences? Do they want a bit more airy structure in the form of more white space versus the typical dense business writing structure?

Element #4: Form

Elements two and three assume that the content we are talking about calibrating is written content.

But maybe your target audience doesn’t want written content.

Maybe they want videos.

Maybe they want podcast episodes.

Maybe they want webinars.

If so, you need to calibrate the shape of your content to match what your target audience wants.

Remember, the name of the game is to produce content that will be relevant and compelling to your target audience, but primarily consumed by them. This means putting it in the form that they are most likely to consume based on their preferences.

(However, that doesn’t require you to reinvent the wheel. You can easily reuse your content across multiple forms of media. For example, you can turn YouTube videos and webinars into podcast episodes, podcast episodes into blog posts. , webinars in YouTube videos, etc…)

Element #5: Frequency

How often does your target audience want to hear from you?

Weekly? Bi-weekly? Monthly? Daily?

How often is too frequent? Which frequency is not frequent enough?

Once you get an idea of ​​how often your audience wants to hear from you, you might be able to more intelligently calibrate the other things we discussed. For example, if your audience gives you the impression that they want frequent but short bursts of content from you or your company, this will steer your content creation and distribution in a particular direction.

Similarly, if your audience tells you they want the occasional deep dive, that will steer your content creation and distribution in pretty much the opposite direction.

Content calibration requires engaging your target audience on their preferences

As you might have guessed, the key to calibrating these five elements of your or your company’s thought leadership content is getting feedback from members of your target audience.

You need to talk to them from time to time, take their content consumption temperature, and get a sense of their preferences for the substance, style, structure, form, and frequency of professional content they consume. Once you’ve done that, you can calibrate your content accordingly.

You don’t have to sit them down for an hour to have these discussions. These conversations can be incorporated into your regular conversations with them about the substantive work you do for them.

At the same time, if you ask five or ten different clients or referral sources, they’ll probably give you five or ten different answers. It is very good. What you’re trying to do is get feedback and find patterns in that feedback so that you can create content that is more likely than not to be substance, style, structure, of the form and frequency that the majority of audience members have spoken to you prefer.

Avoid a one-sided content creation-consumption relationship

As I said earlier, it’s rarely a good thing in a relationship when one party says what they want regardless of what the other wants to hear.

This is as true when it comes to your and your company’s thought leadership marketing and business development content as it is to your personal and professional relationships.

Calibrate your content based on the five elements above to maximize its effectiveness and likelihood of being consumed. Content that is more likely to be consumed is more likely to do its job of positioning you and your colleagues as authorities on the areas of law you practice.