Most lawyers who create content for a blog or newsletter or podcast usually don’t include “guest posts” or other contributions from other content creators, especially other lawyers.
But they should for three good reasons.
The most obvious reason is that it saves time. Every post created by someone else is a post you don’t have to create yourself.
Yes, it does take time to work with others, to make sure they know their subject are and can write or speak intelligently about it, to make sure their content is appropriate for and of interest to your audience, and to possibly do some editing of the content they submit to you, but on balance, you’ll probably come out ahead because the other creator will do most of the heavy lifting.
The second reason for accepting (or soliciting) contributions from others is that your clients and audience will enjoy hearing from experts in other fields, on subjects you can’t or usually don’t address.
This content might take the form of
- Guest posts from lawyers in other specialties or other markets
- Articles by business experts who sell to or advise your target market
- Interviews of subject matter experts or business professionals who work in your field or local area
- Reprints and reposts of previously published content on others’ blogs or channels
- You reviewing and/or commenting on the business, practice, or content created by other professionals or business experts who sell to or advise your target market
Which leads to the third and most important reason for sharing content created by or about others:
Each time you publish or re-publish an article or video, interview a professional or business expert, or share content created by other content creators in your market, you create the opportunity that said content creator will ask you to contribute content for them.
They might post (or repost) your article, agree to interview you, or repost something by or about you for their newsletter, blog, or channel.
And just like that, your name and services get exposure to a new audience, with the actual or implied endorsement of that attorney or business professional.
That’s marketing gold.
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