February 15, 2017

New ABA book helps law firms create a strategy for online publishing

WASHINGTON, Feb. 15, 2017 – To maximize the effectiveness of an online publishing strategy, a law firm needs a focused, strategic framework. A new book published by the American Bar Association aims to do just that. “Creating an Online Publishing Strategy for Law Firms,” provides lawyers with all they need to know about turning their firm’s content marketing (e.g. writing, newsletter, and blogging) into a coherent, effective and strategic online publishing campaign.

Co-authors Steve Matthews and Jordan Furlong have written “Creating an Online Publishing Strategy for Law Firms” as a step-by-step guide offering advice and ideas for building and maintaining an effective online publishing strategy that can communicate a lawyer’s expertise and enhance his or her profile with target clientele. The book is also useful for small and midsize law firms, from at least 10 lawyers up to as many as 100.

Topics include:

  • Designing a strategy to guide publishing efforts and integrate them wh business development and branding plans
  • Choosing the best platforms for content, including blogs, newsletters and more
  • Distributing content through a variety of channels, from magazines and other old media to Facebook, LinkedIn, Twitter and other new media
  • Creating a publishing culture within a firm that motivates participation and contributions to the publishing strategy
  • Measuring the effectiveness of a firm’s publishing efforts, including the best metrics and tools to gauge the return on your investments

About the Authors: Matthews is president and founder of Stem Legal Web Enterprises, a web development, publishing and strategy company for the legal profession. Throughout nearly 20 years working within the online legal environment (including 12 years inside law firms), Steve has conceived, managed, coded and marketed law firm websites, blogs, intranets, portals and extranets. In particular, he is recognized as one of the leading authorities on search engine optimization (SEO) strategies for lawyers and law firms. Furlong is a lawyer, consultant and legal industry analyst based in Ottawa, Canada. As a senior consultant with legal web development company Stem Legal Web Enterprises, he advises lawyers and law firms on content marketing, assists with content creation, and consults regarding the establishment and execution of publishing strategies.

Title:                      “Creating an Online Publishing Strategy for Law Firms”
Publisher:              ABA Publishing/Law Practice Division
Pages:                    106 pages
Product Code:        5110808
ISBN:                     9781-63452-418-2
Size:                      6 x 9
Binding:                 Paperback
Price:                     $34.95
Orders:                   800-285-2221 or ShopABA.org

Editor’s note: Author interviews and review copies of this book are available by emailing Rose Frommelt at Rose.Frommelt@americanbar.org. If you publish a review of this book, please send tear sheets or a copy for our files to Rose Frommelt, ABA Book Publishing, 321 N. Clark St., Chicago, IL 60654.

With more than 400,000 members, the American Bar Association is one of the largest voluntary professional membership organizations in the world. As the national voice of the legal profession, the ABA works to improve the administration of justice, promotes programs that assist lawyers and judges in their work, accredits law schools, provides continuing legal education, and works to build public understanding around the world of the importance of the rule of law. View our privacy statement online. Follow the latest ABA news at www.americanbar.org/news and on Twitter @ABANews.