In Monday’s post recapping Adrian Lurssen & John Hellerman’s recent webinar, we talked about their advice to see the world from your audience’s point of view. Today, we’ll look at their next point, to think like an editor.

Adrian kicked off this section with a quote from Barger & Wolen’s Heather Morse:

What are your competitors writing about? What new cases have been decided? What news articles are trending? What are the other bloggers saying? Any new legislative actions? I subscribe to numerous RSS feeds and have them all categorized so I can quickly scan to see what’s happening in our industry sectors. I can then relay story ideas to our team of bloggers.”

This is excellent, excellent advice. Heather is suggesting that you use various sources to stay on top of what’s happening in the marketplaces that your attorneys work in, and then filter through to them the story ideas that they can write about. You can then send them follow up topics.Continue Reading Think Like an Editor – A Webinar Recap