Timely, well-written and incisive client alerts, bylined articles, blog posts and other relevant content send the message to clients that you and your firm can provide wise, pertinent and timely counsel. It is the basis of what is becoming known as “corporate journalism.”
However, such knowledge-based marketing focused on the intersection of business and law is often an unfulfilled opportunity because it is difficult for attorneys to find the time to write content for client service and business development purposes.
At Poston Content, our experienced writers and editors can tell your story in ways that distinguish your practice from the competition.
Is it trying to get someone’s attention? Convey information or provide instruction? Persuade, sell or influence public opinion? Our products are designed with these purposes in mind – the attention-getting “wow,” the informative “how” and the relevant “now.” The message also helps to shape the medium. Understanding why content is necessary sharpens the focus on who it is for and how it is presented. The key question underlying all content is “What does my audience need to know?” rather than “What do I want to say?”
Successful content depends on a deep understanding of the audience. Poston Content’s knowledge of what works and what doesn’t for clients, professional peers and award judges is based on our substantive research and experience. Using science of formatting, our ability to template information in a format that readers will digest quickly is a valuable perspective that we bring to the table.
We operate Poston Content on a newsroom model: We have a roster of editors, writers, copy editors and proofreaders who take assignments from law firms, conduct research, interview lawyers and deliver finished content that is ready to be published on many platforms through multiple channels.