The link below is a great read for anyone working in a law firm, fee-earners and BD/marketing!
I'm often asked the question "how do I get my fee earners to create content regularly when they don't know what to write about?" In his post James points out that clients are interested in the legal view on issues that might impact on their business.
You don't need to be constrained by writing about court decisions or changes in the law. It's important to develop a mindset of writing for your audience and to do this it's vital to understand how your audience think and what sort of content will help them with problems they encounter.
If your lawyers can be the first to comment or give an insight on an emerging business issue and leverage/share it via the channels available to them; it's likely that you will be the first firm a potential client contacts for advice when that issue starts to have an impact on their business!
Every B2B lawyer ought to be reading the business section of the local newspaper each morning. As well, smart lawyers check out the Business Day in The New York Times and at least the front page of The Wall Street Journal every morning. It’s also important to thumb through BusinessWeek and The Economist each week. On-line subscriptions are relatively inexpensive and may be tax deductible.