Content Strategy: One Update Is Good, a Series Is Much Better

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Some time ago I published a perspective titled Write Early, Write Often in which I described how attorneys  at one firm (BakerHostetler) had turned a good writing idea into a series of posts, thereby greatly extending their chances of being read online, being noticed for their expertise among worthy readers. Indeed, as I said then, and still say today:

..the more you write on a matter, the more chances you have of being discovered by new readers who care about what you have to say.

In other words: one update is good; several updates are much better. There are of course many ways to be tactical about this and I admire this latest example from the attorneys at law firm Hirschfeld Kraemer who have been busy celebrating the 50th anniversary of Title VII of the 1964 Civil Rights Act with a series of 50 daily posts under the title: The 50 Most Important Developments In Discrimination Law From The Last 50 Years. Per the inaugural post (which is a terrific read by itself), "series will begin on May 12 and continue until July 2, 2014, the 50 year anniversary of the law’s passage."

Love it!  And true to their word, the attorneys at Hirschfeld Kraemer have been showcasing their smarts with daily posts that offer insights into, as they say, the 50 most important developments in discrimination law in the last 50 years.

I like this idea because it combines a handful of important editorial elements into a single content series: an evergreen topic (discrimination, and specifically: Title VII), timeliness (the 50th anniversary of the law, July 2, at which point we'll see the series complete), and expertise (attorney insights). The combination creates a focused framework in which everyone, writers and readers, knows what to expect - and, well, the firm produces 51 individual posts that help to drive meaningful attention online. It's also a framework that gives the content a pretty long shelf life - beyond the visibility on the firm's blogs and on JD Supra, these would make 50 excellent chapters to an eBook with, again, a strong focus and a timely reason for being.

Here's a look at handful of the posts in the series. You can browse the full collection by jumping from one article to the next as you read:

What's happening in the industry you serve? Any milestone events or significant dates worth noting? Whatever the catalyst, look for your expert angle and consider a series to give the subject the time it truly deserves. You'll look smart for having done it.

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Follow the Hirschfeld Kraemer series here>>

Topics:  Content Marketing, Content Strategy, Young Lawyers

Published In: Firm Marketing Updates, Professional Practice Updates

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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