CMBDO Game Plan
A well-structured blog editorial calendar helps law firms publish content that is timely, consistent and aligned with client and industry needs. By planning topics, scheduling around key legal and regulatory dates and coordinating approvals in advance, firms can avoid last-minute scrambles and ensure high-quality posts throughout the year. This checklist provides a step-by-step guide for organizing blog content, managing workflows and tracking results so that the firm’s blog remains a valuable platform for thought leadership and client engagement.
1. Annual Planning
- Define target audiences for each blog (e.g., clients, prospects, referral sources, industry peers).
- Establish core content pillars/topics for the year (e.g., litigation updates, compliance tips, thought leadership).
- Identify regular features (e.g., monthly case updates, quarterly industry overviews).
- Create a shared editorial calendar (Excel, project management tool, or CMS).
2. Incorporate Key Dates & Events
- Legal/Industry Dates
- U.S. Supreme Court (SCOTUS) term dates, oral argument schedules and opinion release days.
- Key regulatory or legislative deadlines relevant to your practice areas.
- Important filing deadlines or procedural changes.
- Awareness Weeks/Months Relevant to Law Firms(examples)
- Pro Bono Week (October)
- Pride Month (June)
- Women’s History Month (March)
- Black History Month (February)
- Disability Awareness Month (October)
- Cybersecurity Awareness Month (October)
- Industry-Specific Observances(tailor to practice areas)
- Data Privacy Day (January 28)
- World IP Day (April 26)
- International Anti-Corruption Day (December 9)
- National Pro Bono Celebration Week (dates vary annually)
- Light/Fun Holidays (engagement opportunities)
- National Lawyer Day / Law Day (May 1)
- National Coffee Day (September 29)
- National Writing Day (June 21)
- “On this day in legal history” anniversaries
3. Monthly/Quarterly Content Scheduling
- Assign at least 1–2 posts per month to each practice group or topic pillar.
- Include “evergreen” content that can be posted anytime for flexibility.
- Plan posts tied to upcoming court decisions or industry changes.
- Schedule SCOTUS monitoring:
- Check for “Opinion Issuance Days” (especially June for major rulings).
- Monitor SCOTUSblog and official Court website for same-day reactions.
4. Workflow & Approvals
- Assign writers and deadlines for each post.
- Build in time for legal/ethics review before publication.
- Have a backup post ready in case a planned topic gets delayed.
- Ensure all graphics, charts and images have rights cleared.
5. Publishing & Promotion
- Ensure posts are uploaded to CMS in advance of scheduled dates.
- Double-check formatting, hyperlinks and SEO tags.
- Include author bio and contact info.
- Share posts across:
- Firm’s LinkedIn page and attorney profiles
- Relevant industry LinkedIn groups
- Email newsletters or client alerts
6. Post-Publication Monitoring
- Track engagement metrics (page views, shares, comments, click-throughs).
- Monitor for relevant news developments to update posts if necessary.
- Keep a “repurpose list” for turning blog posts into client alerts, webinars, or presentations.
7. Year-End Review
- Evaluate which topics drove the most engagement.
- Identify gaps in coverage or missed opportunities.
- Adjust next year’s calendar based on analytics and feedback.