Ghostwriting Thought Leadership Content that Stands Out for AmLaw 200 Firm
AmLaw 200 Firm
When a Midwest-based AmLaw 200 firm evaluated content production for its Health Care Innovation team, it realized it needed assistance in providing industry-specific thought leadership material to keep clients up to date on the latest developments without greatly sacrificing attorneys’ time.
Although the healthcare attorneys had a wealth of ideas that shed light on issues and trends in the industry, they often found other priorities kept them from putting pen to paper. The firm turned to Builden for a process-driven approach that would transform healthcare attorney ideas into marketable content for its health law blog.
Builden developed a turnkey process to research and write the blog each month, which included:
- Conducting information-gathering interviews with the lead attorneys for a high-level overview of the topics
- A deep dive researching the subject using attorney-approved sources
- Creating an in-depth draft that outlined specific opportunities for attorneys to add legal insights and takeaways
- Finalizing the content with the firm’s in-house marketing team for distribution on the newsroom site and social media pages
Builden’s writing process takes complex concepts and crafts easily digestible and informative posts with clear takeaways for industry players. With this model, the firm created compelling thought leadership content with minimal attorney time.
Since launching, five monthly blogs produced by Builden in coordination with the firm’s marketing department have been republished by outside sources, including Reuters, The Indiana Lawyer and Wolters Kluwer, bringing the firm more exposure and the attorneys more influence as healthcare thought leaders.