What kinds of content can you post in your newsletter or on your blog? Actually, there are only four types and each has a different purpose:
- Pure content. Providing information to your readers about legal matters or anything else they might find important, interesting, or even fun. This includes teaching them what you do and how you do it, and what they can do themselves.
- Stories. You might write about clients you’ve helped, prospects you’ve spoken to, cases you’ve handled, speakers you’ve heard, books you’ve read, other lawyers (and their cases or clients), and a lot more. Stories illustrate your points and provide context and relatability.
- Promotion. Selling your services (or products), or persuading readers to do something — sign up for an event, download a report, share a link, provide feedback, watch your video, and anything else you’d like them to do.
- Hybrid content combines some or all of the above. You might write about a legal situation you handled recently and use one or more stories to illustrate what happened, followed by promoting a free consultation or upcoming webinar so the reader can learn more.
You can find an example of these categories here, in this post.
What you’re reading is content, of course. Yes, content can be very basic and brief, and it doesn’t have to be unique, just informative.
I found this list when I was reading a longer post about general email marketing and adapted it for the legal market. Yes, this is a story, and stories can be about you and nothing more than a mere mention of where you heard or read something.
Finally, I will promote my newsletter course for attorneys which shows how to start a newsletter, build a list, create content that does most of your marketing (like mine does for my business), and do everything you need to do in less than an hour per week.
And that’s an example of how you can promote a product, service, or event in a single sentence and without hyperbole. Mention what it is and some benefits, and provide a link where readers can learn more.
