Lawyers Should Publish THIS Two-Part Thought Series in December to Boost Their Authority | Editorial service for law firms

What better way to show your clients and referral sources that you are an authority on the area of ​​law you practice or the industry you serve than your thoughts on the year in review and the way ahead to share next?


When December rolls around, the loveliest time of the year begins.

As I channel Andy Williams’ classic Christmas carol, he and I have different ideas about why this time of year is so special.

In my opinion, December heralds the most beautiful time of the year as it gives attorneys the opportunity to create a two-part client alert, blog post or article with a byline that looks back on the past year and looks ahead to the new year.

This two-part series is the perfect thought-leadership content for attorneys to show their clients, their referral sources, and other members of their audience that they are an authority on the practice and/or industry they serve.

It’s practically a lay-up in terms of reinforcing a lawyer’s authority in the minds of his target audience.


Click here to watch the video.


Start with a review

Part one of this two-part series will review the past year. An attorney will summarize four or five things that have happened in the industry they practice or the area of ​​law they practice.

There could be cases. These can be official measures. They may be proposed or enacted statutes. It could just be big industry news.

Whatever events you choose, the attorney should list them and be sure to explain the “so what” and “now what” of each event. In other words, why is it important that this event happened? What makes it so important and what should the reader consider or do now as a result of the event?

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This should be published by mid-December at the latest.

Finally, look ahead

As enjoyable as part one should be because of the freedom and creativity involved in picking four or five notable legal developments or events earlier in the year, part two enhances the freedom and creativity even further.

Because the lawyer is looking forward to what is to come in the new year. They’ll whip out their crystal ball and share their thoughts on what might happen in the year ahead, what would be of interest to their customers and referral sources, and probably more importantly, what might impact their customers and referral sources.

The attorney can base these predictions on what he covered in the first part of this two-part series, or he can base them on other ideas.

This piece should have fun writing. It’s fun to make predictions. Obviously, they must be somewhat grounded in reality. But what’s especially fun about predictions is that if you get those predictions wrong, no one will hold you accountable.

You know what happens when sports commentators or political commentators get it wrong? Nothing. Nothing happens. They keep doing their job and are likely to make incorrect predictions about the future. Nobody cares. That’s the beauty of predictions!

Four pointers to keep in mind for your two-part series

If (not if!) you decide to write this two-part series, there are four things to keep in mind when writing the two pieces of content.

Remain target group oriented

Remember, this series is for the benefit of your customers, your referral sources, and other members of your audience.

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Make sure you connect the events you summarize or predict to the concerns and interests of your audience. If your content doesn’t focus on your audience or what’s relevant to them, no matter how entertaining the content may be, it won’t be as valuable as it could be.

Be precise

This pointer is more for your predictions. Don’t say idiotic things like, “We expect regulation to increase,” or “We expect DOJ law enforcement to increase.” Be precise. Which criminal proceedings and why?

The more specific you are, the more interesting your predictions will be and the better your audience will feel that you are an authority because you are actually talking about specifics and not making the kind of general statements that anyone with a pulse could make.

Weave in your personal experience

It’s a bit sneaky, but if possible, weave in your experiences from the last year or content you’ve published in the last year.

If you are summarizing the year’s events or making a prediction about the next year and have written about some aspect of one of those events or the basis for your prediction, you should link to that content.

If you’ve been involved in a case involving specific issues that you think could explode over the next year, relate to that.

It further builds your authority to show that you have previously covered or been involved in some aspects of these important matters that could impact customers, referral sources, and other members of your audience in the year to come.

Be brave

Again, this pointer is more for your predictions. Stretch out your neck. Get on your feet. Make a statement with the boldness of your predictions.

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As I mentioned above, your predictions should be based on reality and not make you look like an idiot or make your colleagues or your law firm look like idiots.

Be bold with your predictions and think outside the box. Have fun. Make your predictions more fun than just watching the paint dry. Eventually, if your audience doesn’t like the content and doesn’t find it relevant and interesting, they won’t stick with it.

Turn down the Christmas music and get to work

It’s no coincidence that in December, lawyers and law firms tend to do as much client work and issue as many invoices as possible before Christmas and the New Year. In doing so, it’s not uncommon for them to set aside their marketing efforts for content marketing and thought leadership.

But a two-part thought leadership series that looks back on the past year and looks forward to the next is a relatively easy lift compared to other content a lawyer or law firm might put out throughout the year. That’s because it’s heavily opinion-based and most lawyers enjoy writing this type of content, which means they can write both parts in a relatively short amount of time.

When the calendar shifts to December, it’s the season for many things. For attorneys who want to be viewed as authorities in the areas of law they practice and the industries in which they practice, a two-part series that recaps the past year and offers predictions for the year ahead is the kind of thought-leadership content that doing so can help position them further as authorities. Written well, the content will go down as easily to customers and referral sources as a fresh cup of hot cocoa on a cold December evening.

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