Legally Contented

In this episode, Wayne Pollock, the founder of the Law Firm Editorial Service, interviews Erin Balsa, founder of Haus of Bold. Erin builds and executes content strategies for sales-led B2B SaaS startups that sell complex solutions to enterprise companies. 

She is perhaps best known for helping clients create the kind of research reports people actually want to read and share—like her infamous Remote Work Report, which has generated $680k in revenue last time she checked.

In this episode, Erin and Wayne walk through a blueprint for creating original research programs that build thought leadership and attract and engage clients and referral sources. 

They discuss, among other things:

- The process for choosing the subject matter to cover in your research;

- How to differentiate your research when a competitor or another organization is already publishing similar research;

- When to bring on outside assistance to help with an aspect of your research program;

- Strategies for writing a research report, including how to craft it in a way that's helpful and not "salesy";

- How to balance substance with brevity when it comes to your research report and your marketing of it; and

- The many, many ways to publicize a report and slice and dice it to fuel your thought leadership marketing and business development efforts.

Watch the episode on YouTube:
https://www.youtube.com/watch?v=RVpHfDkS-I4


About Erin Balsa

Erin on LinkedIn: https://www.linkedin.com/in/erinbalsa

Erin on Twitter: https://twitter.com/erinbalsa

Haus of Bold: https://hausofbold.com

The Notorious Thought Leadership podcast: https://hausofbold.com/thought-leadership-podcast

Erin's research course, "The Research Report Playbook": https://hausofbold.com/course

About Wayne Pollock/the Law Firm Editorial Service

Learn more about Wayne Pollock, the host of Legally Contented: https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service: http://www.lawfirmeditorialservice.com

Do you have any idea how much money your firm is losing when its lawyers write thought leadership marketing and business development content themselves? Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:  https://www.lawfirmeditorialservice.com/thought-leadership-cost-calculator

Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts: 

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

Do you know a lawyer, law firm, or company serving the legal industry doing big things with their content marketing and/or thought leadership marketing that we should feature? Please email us at [email protected]

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) explains six ways law firms can stay out in front of their competitors' content marketing and thought leadership marketing efforts. 

Those six ways include: 

1. Double down on what content is working at their firms, and cut loose what content is not working 

2. Talk to clients and referral sources about their content preferences and consumption habits 

3. Track your competitors' content marketing and thought leadership marketing efforts 

4. Look for inspiration from across the legal industry 

5. Stay abreast of content trends outside the legal industry 

6. Stay abreast of new technology that can help your firm create high-quality content faster and cheaper than before

About Wayne Pollock/the Law Firm Editorial Service

Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service: 
http://www.lawfirmeditorialservice.com

Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves? Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator: http://www.WriteLessBillMore.com

Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog
https://www.lawfirmeditorialservice.com/videos

Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at [email protected]

In this episode, Wayne Pollock, the founder of the Law Firm Editorial Service and the host of Legally Contented, recaps the five most recent interview episodes of the podcast, includes clips from them, and provides takeaways from each episode for lawyers and legal industry in-house marketers that can help them boost their content marketing and thought leadership marketing efforts.

In this episode, Wayne recaps:

Episode 47 - She built her Chambers Band 1 cannabis law practice through thought leadership (and hustle) - Hilary Bricken

Episode 50 - This Am Law 25 partner pumps out 200+ articles a year (and wrote the book on how to do so) - David Zetoony

Episode 52 - He was the THIRD attorney creating content on TikTok - Ethen Ostroff

Episode 54 - She's a Big Law alum who built a nine-attorney virtual law firm through blogging - Lisa Stam

Episode 56 - Injecting your personal voice and style into your content - Jordan Ostroff
 

You can watch the video recording of the episode here: https://www.youtube.com/watch?v=9qfwLnt8PRk

About Wayne Pollock/the Law Firm Editorial Service

Learn more about Wayne Pollock, the host of Legally Contented: https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service: http://www.lawfirmeditorialservice.com/

Do you have any idea how much money your firm is losing when its lawyers write thought leadership marketing and business development content themselves? Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:  https://www.lawfirmeditorialservice.com/thought-leadership-cost-calculator/

Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts: 

https://www.lawfirmeditorialservice.com/blog

https://www.youtube.com/@lawfirmeditorialservice

Do you know a lawyer, law firm, or company serving the legal industry doing big things with their content marketing and/or thought leadership marketing that we should feature? Please email us at [email protected]

In this episode, Wayne Pollock (Founder of  the Law Firm Editorial Service) explains how lawyers' thought leadership content has to compete against a plethora of media outlets and content creators—not just other law firms—and how lawyers can give their content a fighting chance of prevailing against those heavyweights. 

About Wayne Pollock/the Law Firm Editorial Service

Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service: 
http://www.lawfirmeditorialservice.com

Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves? Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator: http://www.WriteLessBillMore.com

Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog
https://www.lawfirmeditorialservice.com/videos

Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at [email protected]

In this episode, Wayne Pollock, the founder of the Law Firm Editorial Service, interviews Jordan Ostroff, founder of Driven Law and LegalEase Marketing.

As you can tell by Jordan's "uniform" of a Hawaiian shirt, khaki shorts, and flip flops, Jordan injects his personality into all of his content and bucks the trend of the stuffy lawyer whose marketing efforts are vanilla and uninspired.

In this episode, Jordan and Wayne discuss, among other things:

- The importance of offline marketing in today's digital marketing-dominated world

- Why lawyers need to be comfortable saying "no" to clients who are not a good fit for them

- The importance of niching to a specific client instead of a specific type of case

- Why lawyers should own what sets them apart from the crowd

- Why vanilla marketing is a terrible choice for law firms

- The philosophy that will help you consistently create content

- How to find your voice for marketing purposes


Watch the video version of this episode here:
https://www.youtube.com/watch?v=bGr3K-WLlJE


About Jordan Ostroff

Driven Law: https://www.drivenlaw.com

LegalEase Marketing: https://www.legaleasemarketing.com

Jordan on LinkedIn: https://www.linkedin.com/in/jordan-ostroff

LegalEase's Exhibit (A)ttorney podcast (via Apple Podcasts): https://podcasts.apple.com/us/podcast/exhibit-a-ttorney-show/id1551775894

About Wayne Pollock/the Law Firm Editorial Service

Learn more about Wayne Pollock, the host of Legally Contented: https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service: http://www.lawfirmeditorialservice.com

Do you have any idea how much money your firm is losing when its lawyers write thought leadership marketing and business development content themselves? Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:  https://www.lawfirmeditorialservice.com/thought-leadership-cost-calculator

Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts: 

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

Do you know a lawyer, law firm, or company serving the legal industry doing big things with their content marketing and/or thought leadership marketing that we should feature? Please email us at [email protected]

In this episode, Wayne Pollock (founder of the Law Firm Editorial Service) explains the 27 words that were the worst legal content marketing advice he ever heard. 

Those words were: 
"Try not to sweat the small stuff or get too hung up. The average reader is not going to fact check you to see if you're correct."

About Wayne Pollock/the Law Firm Editorial Service

Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service: 
http://www.lawfirmeditorialservice.com

Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves? Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator: http://www.WriteLessBillMore.com

Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog
https://www.lawfirmeditorialservice.com/videos

Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at [email protected]

In this episode, Wayne Pollock, the founder of the Law Firm Editorial Service, interviews Lisa Stam, founder and managing partner of SpringLaw, a Canadian boutique law firm practicing exclusively in employment, labor, and human rights law.

At the center of the firm's marketing efforts is the Employment & Human Rights Law in Canada blog, which Lisa launched while she was an associate at Baker McKenzie, one of the largest law firms in the world.

In this episode, Lisa and Wayne discuss, among other things:

- Why and how she launched a virtual law firm 

- The three-pronged marketing strategy that took her firm from one lawyer to nine in six years

- Why content marketing is more efficient than old-school marketing

- "Newsjacking" vs. evergreen content

- How taking a team-based approach can amplify a law firm's content efforts

- How to build a culture of marketing and business development at a law firm


Watch the video version of this episode here:
https://www.youtube.com/watch?v=eyPpn6d5RWQ


About Lisa Stam

Lisa's online bio: https://springlaw.ca/staff-member/lisa-stam

Employment & Human Rights Law in Canada blog: https://www.canadaemploymenthumanrightslaw.com

Lisa on LinkedIn: https://www.linkedin.com/in/lisastam

Lisa on Twitter: https://twitter.com/lisastam


About Wayne Pollock/the Law Firm Editorial Service

Learn more about Wayne Pollock, the host of Legally Contented: https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service: http://www.lawfirmeditorialservice.com

Do you have any idea how much money your firm is losing when its lawyers write thought leadership marketing and business development content themselves? Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:  https://www.lawfirmeditorialservice.com/thought-leadership-cost-calculator

Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts: 

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

Do you know a lawyer, law firm, or company serving the legal industry doing big things with their content marketing and/or thought leadership marketing that we should feature? Please email us at [email protected]

In this episode, Wayne Pollock (founder of the Law Firm Editorial Service) explains five rules for building trust with your audience through your thought leadership so that you can build a following. 

Those five rules are: 

1. Your content will be relevant, valuable, and compelling 

2. Your content will be educational, not promotional

3. You will show up when you say you're going to show up 

4. You will show up consistently 

5. When you bring in third parties to collaborate with you on your thought leadership, they will provide relevant, valuable, and compelling information themselves.

About Wayne Pollock/the Law Firm Editorial Service

Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service: 
http://www.lawfirmeditorialservice.com

Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves? Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator: http://www.WriteLessBillMore.com

Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog
https://www.lawfirmeditorialservice.com/videos

Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at [email protected]

In this episode, Wayne Pollock, the founder of the Law Firm Editorial Service, interviews Ethen Ostroff, founder of Ethen Ostroff Law. 

Ethen was the third attorney to produce content on TikTok, publishing his first video on the platform in October 2019. As of the date this podcast first aired, Ethen has over 213,000 followers on TikTok.

In this episode, Ethen and Wayne discuss, among other things:

 - Why attorneys must accept they're going to be judged when they publish content on social media

- The mix of video content attorneys should be publishing on social media

- Why social media today is like a website was five years ago

- The key difference between YouTube and TikTok that few attorneys realize

- The importance of a team-based approach to content

- The interplay between organic social media content and paid social media content


You can watch this episode on YouTube:
https://www.youtube.com/watch?v=e8Gcsay274w


Resources discussed in the episode

Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience Human


About Ethen Ostroff

Ethen Ostroff Law: https://ethenostrofflaw.com

Ethen on TikTok: https://www.tiktok.com/@ethenostrofflaw

Ethen on LinkedIn: https://www.linkedin.com/in/e-o-law

Ethen's Virtual Assistant company: https://www.turnkeyops.io

Take Ethen up on his offer of a complimentary audit of your firm's intake: https://www.auditmyintake.com


About Wayne Pollock/the Law Firm Editorial Service

Learn more about Wayne Pollock, the host of Legally Contented: https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service: http://www.lawfirmeditorialservice.com

Do you have any idea how much money your firm is losing when its lawyers write thought leadership marketing and business development content themselves? Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:  https://www.lawfirmeditorialservice.com/thought-leadership-cost-calculator

Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts: 

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

Do you know a lawyer, law firm, or company serving the legal industry doing big things with their content marketing and/or thought leadership marketing that we should feature? Please email us at [email protected]

In this episode, Wayne Pollock (founder of the Law Firm Editorial Service) explains how thought leadership can be a client service tool that allows attorneys to answer their clients' questions and concerns at scale.

About Wayne Pollock/the Law Firm Editorial Service

Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service: http://www.lawfirmeditorialservice.com

Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves? Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator: http://www.WriteLessBillMore.com

Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog
https://www.lawfirmeditorialservice.com/videos

Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at [email protected]