Elevate Your Content Marketing Game: Insights from Rich Meneghello
In the dynamic world of content marketing, understanding how to create impactful programs is essential. I recently had the privilege of attending a thought-provoking discussion with Rich Meneghello, Chief Content Officer at Fisher Phillips, during a JD Supra Office Hours webinar. Rich is not just an author; he embodies a unique perspective that merges legal expertise with savvy marketing strategies. Here’s a dive into the pearls of wisdom shared by Rich, aimed at empowering legal marketers and attorneys alike.
Harnessing Strengths Over Titles
1. Focus on Strengths, Not Job Titles
Not every attorney is adept at writing, and that’s perfectly fine. As Rich puts it, “Go with the willing.” Forcing uninterested lawyers into writing roles can lead to uninspired content and disengagement. Instead, identify individuals with a flair for business development and support them in their strengths.
Cultivating a Supportive Culture
2. Build a Culture, Not a Mandate
Fisher Phillips thrives on inclusivity. They introduce new attorneys to the content team early on and provide optional training to demystify the writing process for business audiences. This welcoming approach stimulates engagement and fosters creativity rather than imposing rigid requirements.
Strategy as the Foundation
3. Strategy Comes First
A staggering 75% of the firm’s content is driven by strategic plans crafted in collaboration with practice and industry leaders. The mantra is no longer “write what you want,” but rather “write what matters to our clients and our firm.” This alignment ensures that every piece of content resonates with its audience.
Balancing Data and Judgement
4. Use Data, But Apply Judgment
While analytics play a central role at Fisher Phillips, Rich emphasizes the importance of not overvaluing mere click volume. Sometimes, a finely-tuned piece aimed at a niche audience—like General Counsels—holds far greater value than a viral article attracting the wrong crowd.
Consistency is Key
5. Stay Top of Mind – Consistently
Whether you’re part of a small firm or a large one, regular publishing is vital. As Rich explains, you want your audience to recognize your lawyers: “Oh yeah, I know those attorneys. I’ve seen their content.” This kind of recognition lays the groundwork for marketing and business development success.
Authenticity in the Age of AI
6. Guard Your Voice in the Age of AI
Though generative AI can be an excellent tool for brainstorming, Rich warns against the unchecked publication of AI-generated content. “The writing might sound smooth, but it says nothing.” Maintaining quality and brand credibility should always take precedence.
Going Beyond the Basics
7. Help Attorneys Dig Deeper
Rich advocates for encouraging writers to delve deeper than just the “what happened” narrative. Exploring “what this means for you” while providing practical options, an accessible tone, and real-world examples builds trust and adds value for readers.
Conclusion: The Journey of Thought Leadership
From early newsletter mailers to today’s data-driven strategies, Rich’s journey serves as a powerful reminder: Good thought leadership aligns the message with the audience and is delivered by those with true insights to share.
A heartfelt thank you to Rich for this insightful exchange. Keep an eye out for our next recap, where we’ll delve into strategies for leveraging analytics to enhance content creation.
For JD Supra clients, don’t forget to log into your account dashboard to watch a video recording of the complete conversation and explore the archive of past Office Hours sessions.
Paul Ryplewski is the VP of Client Services at JD Supra. Connect with him on LinkedIn and follow his latest writings on JD Supra.
