Who Should Be Writing Your Law Firm’s Content?

Should you be the one writing your firm’s blogs — or is your time better spent elsewhere? In this episode, Marc Cerniglia breaks down why even the best writer-lawyers are usually not the best marketers. He also explores how professional writers — and even AI tools like ChatGPT — can help your firm produce content that’s not just accurate, but engaging and readable for real clients.

📌 Key Takeaways:

• Writing your own blogs isn’t the best use of your time as a lawyer.
• Professional writers understand how to connect with your audience.
• AI can assist, but strategy still matters more than who’s typing.

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Chapters

• 0:00 The Real Content Question
• 0:13 Why Lawyers Shouldn’t Write Blogs
• 0:55 Writer Quality vs Legal Accuracy
• 1:47 AI’s Role And Best Use Of Time
• 2:44 Sponsor And Next Steps

Transcript

SPEAKER_01: 0:00

Should your law firm write its own content or hire an agency? To be honest with you, that's not even the right question. Really, the question is should you write it or should somebody else write it? Okay? And the answer almost always is somebody else should write it. Now, why am I wording it that way? Because to be honest with you, it doesn't matter if it's an agency or if it's someone who honestly works inside of your firm. Like if you actually have a marketing person, the reason it shouldn't be you, even though maybe you would write the best legal blogs ever, is because it's not worth your time. Right. When you actually think about what your time is worth, you think about a billable hour. Um, it's just not the best use of your time. And even if you could write a better blog than your marketing person or an agency, the gains from that just almost always aren't actually worth the time you would spend. Also, and here's the interesting thing. What we have also found over the years, because we we have worked with lawyers that insisted in writing their own blogs. And what we've actually found is that sometimes, not always, but sometimes the writing is better in the sense that it's more technical, it's more accurate, it's more legal specific. But when you actually have someone write your blogs who is a writer for a profession, the writing style tends to be better, the readability tends to be better. So when you actually think about the consumer of your blog content, it's not other lawyers typically, right? And so, to be honest with you, a lot of times having someone who maybe is skilled in writing create your blogs is actually going to produce an overall better blog because it's being written by someone who is a writer and has that ability. Now, of course, um, it would be silly if I didn't comment in the age we're living in today where we have AI and we have chat GPT. And to be honest with you, that is a game changer because you can give the AI that direction, right? You can tell them the tone to use, you can tell the AI to make it more readable, not as technical, right? So that is always a path you could go, and that is changing the conversation that we're even having right now on this video. But generally speaking, it's still gonna be better, whether whether it's AI assisted or not, to be having someone else spending the time on this, whether they're writing it themselves, whether they're using AI or a combination of it. It's just usually not the best use of your time. And honestly, sometimes what you end up creating might be better in some ways, but actually worse in others. And that's why I think the best thing you can do is have somebody who knows marketing and or knows copywriting actually be the one to write.

SPEAKER_00: 2:44

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