JD Supra co-founder Adrian Lurssen talks about why some legal content is more popular than others — and how we can develop our own best editorial and content marketing practices to make sure we are well-read online. Adrian walks through a case study of recent legal coverage (to do with a change to the U.S. patent system), showing how and why one article in particular received far wider readership than all the others. From this you will have concrete takeaways to make sure your written legal expertise is getting the attention it deserves online.

1. What makes some
content pieces
more popular than
others?

2. TOPICS PAGE

3. INDIVIDUAL UPDATES

6. A BLOG ROUNDUP

7. VIDEO ANALYSIS

9. WHAT YOUR CONTENT & NELSON MANDELA
HAVE IN COMMON

10. Conversation
between
others
Goal: become the
subject of other
people’s conversations
Market intelligence:
listen, learn, utilize
Connect with peers & others
Your own
networking
Sharing &
discussion
between
others
‘ENGAGEMENT’ MEANS MORE THAN YOU THINK

11. US Patent Law Reform - What It Means to Your Corporation
Intellectual Property Networking
Patent Professionals
Society of Physician Entrepreneurs (SoPE)
Chemical Angel Network
The Linked CXO / President, CEO, COO…
Rockies Venture Club
Global Innovations (GI)
Angel Capital Association Patents - Intellectual Property
Patent and Intellectual Property Practitioners
GROUPS

16. Readable (Why)
Timely (When)
Relevant (What)

17. § The America Invents Act
§ Important Patent Law Changes
§ Top Ten Reasons To File Your Patent
Applications Before March 16, 2013
TITLES TELL BUSY PEOPLE WHY TO READ NOW

18. § Tenth Circuit Finds Emails Provide
Sufficient Evidence of a Contract
§ Court Finds Email Communications
Result in Binding Contracts
§ Think That Email Isn’t a Contract?
Think Again…
TITLES TELL BUSY PEOPLE WHY TO READ NOW

20. READABLE
§ Readers don’t need to work
to find your big takeaways
§ Each element clarifies the
reason to be reading this

21. 16
MAR
Before it happens After it happens
BREAKINGNEWS
TIMELY

22. DON'T TALK
ABOUT THE LAW
§ Talk about how changes in the
law affect the people you serve

24. THE PROMISE OF WEB PUBLISHING: 1995 TO TODAY
CONTENT
Something to sayThe means to publish
TECHNOLOGY
An audience/readers
VISIBILITY

25. Thanks – more info:
@adrianlurssen
adrian@jdsupra.com