Getting an article published in an industry publication is a big accomplishment, but too often, law firms treat Getting an article published in an industry publication is a big accomplishment, but too often, law firms treat it as a one-and-done effort. The real value comes from what happens next.

Your article should be the start of an ongoing marketing and business development strategy – one that reinforces thought leadership, deepens client relationships and generates business opportunities.

By taking a more intentional approach to amplifying published content, law firms can ensure their insights reach the right audience, spark meaningful conversations and create a real impact.

Here’s how to make the most of an article placement and turn it into a lasting business development and branding asset.

1. Develop a Multi-Post LinkedIn Strategy

Law firms often share content like this once on LinkedIn and move on to the next piece. This is a missed opportunity for visibility and business development. Instead, break the content into a multi-post series that continues the conversation over several weeks. Here’s how to do it:

  • Post 1: Post the article, highlight a key takeaway and link to the full piece (which should be posted on your website).
  • Post 2: Share a real-world example or case study that ties into the article’s theme and link to the full piece.
  • Post 3: Provide an in-depth perspective, offering an additional insight that didn’t make it into the original piece (and of course link to it).
  • Post 4: Pull out compelling statistics or key quotes from the article and turn them into standalone posts, linking to the full piece on your web site. These bite-sized insights make for highly shareable content that sparks discussion and reinforces your firm’s expertise.
  • Use carousel graphics to illustrate key takeaways and make the content more visually engaging.
  • Encourage firm lawyers to re-share and comment on the posts, adding their own take to it.

By extending the shelf life of the article on LinkedIn, you will increase visibility and engagement among clients, referrals, prospects and other key audiences you’re trying to reach..

2. Engage Firm Lawyers as Thought Leaders

A law firm’s articles shouldn’t just live on your company LinkedIn page or be left to the marketing team to promote. The lawyers who wrote the piece should be part of the conversation too. When they share their insights, it adds credibility, gets the right people talking and helps the article reach more of the right audience. Here’s how to make it easy for lawyers to engage and get the most out of their thought leadership.

  • Each author should post their own reflections of the piece on LinkedIn, tailored to their specific network. Providing key takeaways is one way to do this, which can be done as a written post or even a short video.
  • Encourage lawyers in the same practice area to share and add their perspectives. This fosters dialogue, cross selling and camaraderie.
  • Create a firmwide email, encouraging relevant lawyers to use the article as a discussion point with clients.
  • Lawyers don’t need to become LinkedIn influencers. A short post, comment or direct share is enough to stay visible with the people who matter most in your network – meaning those who can hire and refer work to you.
  • The best engagement is authentic and easy – something they would naturally say in a client conversation.
  • The goal is to be part of the conversation, not just push out content.

Here’s how busy lawyers can easily share firm LinkedIn content:

Keep it simple with a short post: Keep it clear and engaging. A LinkedIn post doesn’t have to be long to make an impact. A short, well-crafted introduction can draw readers in and encourage them to engage with your content. Focus on making it relevant and compelling rather than worrying about word count.

  • Example: “Proud to have worked on this article covering key tax strategies for private equity deals. Let me know if you have any thoughts!”
  • If time is limited, a simple “Check out the great insights on estate planning in our new article” with a link to the article.

Comment on the firm’s LinkedIn post: If writing a full post feels like too much, just commenting on the firm’s post can be an easy way to engage.

  • Example: “Excited to see this piece published – this is a critical issue for fund managers.”
  • Comments help expand reach and visibility without extra effort.

Share the article in private messages: If posting publicly isn’t appealing, lawyers can send the article directly to a few key clients or contacts with a quick note.

  • Example: “We recently wrote about this topic and I thought it might be relevant to your work. Let me know if you’d like to discuss.”
  • A simple “Saw this article and thought of you” with a link keeps the outreach personal.
  • This turns LinkedIn into a client touchpoint without requiring a public post.

Tag relevant people for a conversation: When posting or sharing, tagging a co-author can help spark discussion. This makes engagement feel more like a natural conversation rather than self-promotion.

  • Example: “Great working on this piece with [@Colleague]! This topic is gaining traction—curious to hear thoughts from others in the space.”

Tie it to a real-world experience: Lawyers can make the article more engaging by relating it to a deal, case or client challenge (without disclosing specifics of course).

  • Example: “We’ve been seeing more clients ask about this issue. This article lays out key takeaways for PE investors.”
  • This adds value to the post and encourages responses.

Set a five-minute habit: Instead of overthinking LinkedIn, lawyers can set a quick five-minute reminder after an article goes live to engage in some way – posting, commenting or sharing privately. The key is consistency. Doing something small after each article makes a big difference over time..

3. Expand Client Outreach

Clients and prospects should receive targeted, personalized outreach about the article—not just a generic firmwide email. A well-placed article is an opportunity to provide value, start meaningful conversations, and reinforce the firm’s expertise. To make the most of it, tailor the message to each audience.

  • In-house counsel: Emphasize practical takeaways that help them guide internal teams, navigate regulatory changes and anticipate potential challenges.
  • Corporate clients: Highlight key legal risks, compliance considerations and strategic decision-making factors that could impact operations and growth.
  • Healthcare and life sciences companies: Focus on regulatory developments, structuring considerations and risk mitigation strategies in a complex legal environment.
  • Technology and emerging companies: Discuss funding, M&A trends, and legal issues shaping the industry’s evolution.
  • Private equity firms: Provide insights on deal structuring, investment strategy, fund formation, and long-term value creation.

A thoughtful, client-focused approach makes the article feel relevant rather than promotional, increasing the likelihood of engagement and follow-up discussions.

Turning an Article Into a Meaningful Client Touchpoint

You should also have lawyers follow up personally with key clients and prospects, using the article as a conversation starter. A well-placed article provides a great opportunity for direct outreach that feels natural and adds value to client relationships. Instead of simply forwarding the article, lawyers should use it as a touchpoint to engage in a meaningful conversation. Here are some ways to do this effectively:

  • Tailor the outreach based on the client’s interests. If the article addresses an issue a client is actively dealing with, highlight that connection. Example: “I remember we discussed [specific challenge] in our last conversation. This article covers some of the key considerations, curious if any of these points resonate with what you’re seeing.” For prospects, position it as a resource that may be useful to them: “Given your focus on [area], I thought this might be relevant to some of the deals you’re working on.”
  • Offer to discuss the topic further. The goal isn’t just to share the article but to open the door for a discussion. Example: “If this is something you’re thinking about, happy to hop on a quick call and discuss how this might impact your business.” For high-value clients, suggest a short, informal check-in: “Would love to catch up sometime soon – let me know if you’re available to chat.”
  • Use multiple touchpoints. A follow-up doesn’t have to be a one-time email. After sending the article, follow up with a comment in your next meeting or call. If the client engages with the article on LinkedIn (likes, comments, shares), use that as an opportunity to send a quick LinkedIn message: “Glad to see you found the piece interesting! Let me know if you’d like to discuss any of the points further.”
  • Make it a collaborative discussion. Ask for the client’s take on the topic instead of just sharing information. Example: “We covered [topic] in this piece, but I’d love to hear your perspective, are you seeing this play out in your space?” This approach turns the outreach into an interactive conversation rather than a passive exchange.
  • Connect the article to the client’s business strategy. Instead of sending a generic article link, highlight one or two takeaways that are most relevant to the client’s specific concerns. Example: “One of the key points we covered is [specific issue]. Given your recent expansion into [market/sector], this could be something to consider.” This makes the article feel more customized and directly applicable to the client’s needs.
  • Use the article as a lead-in for future content. If the firm is publishing related insights, reference them: “We’re planning to cover [upcoming topic] in an upcoming piece. I’m happy to keep you updated on that as well.” This keeps the engagement ongoing rather than transactional.

A personal follow-up turns a published article from passive content into an active business development tool, strengthening relationships, finding new opportunities and demonstrating the firm’s commitment to providing value beyond the deal.

4. Turn the Article Into Events

Your article shouldn’t just live on your website or be a LinkedIn post, it should also spark real conversations. Creating events around an article’s insights turns passive readers into engaged participants, fosters deeper client relationships and opens the door for business development. Here’s how to bring the article to life in ways that generate meaningful engagement:

Host a virtual briefing

  • Organize a 30-minute, invitation-only Q&A session featuring the article’s authors and key industry experts.
  • Structure it as a quick, interactive discussion rather than a formal presentation to encourage engagement.
  • Provide attendees with a short takeaway document summarizing key points to keep the conversation going afterward.

Client roundtables

  • Invite a select group of clients and industry leaders to a private, off-the-record discussion about the article’s topic.
  • Use a moderator from the firm to guide the conversation, ensuring insights from the article are explored in a way that is relevant to attendees’ business challenges.
  • Consider co-hosting with a client or industry partner to make the discussion even more valuable.

Live industry webinars

  • Expand beyond the firm’s audience by inviting an external panelist, such as an investor, regulator or company executive, to debate the article’s findings in a broader industry context.
  • Keep it focused: “5 Key Trends in [Topic]” instead of just a discussion about the article itself.
  • Use interactive polls and audience Q&A to make it engaging and dynamic.

Conference and panel tie-ins

  • Pitch the topic as a panel discussion at major industry conferences.
  • If firm lawyers are already speaking at an event, use the article’s insights as part of the presentation and direct attendees to read it afterward.
  • Leverage breakfast or networking sessions at industry events to hold smaller, focused discussions.

Small-group executive briefings

  • Offer a private, one-on-one briefing for select clients or prospects who may not be comfortable engaging in larger forums.
  • Customize the conversation by tailoring the takeaways to their specific business challenges.
  • Follow up with a personalized email summarizing key points and offering next steps.

Internal firm training and knowledge sharing

  • Use the article’s insights for an internal training session for associates, equipping them with knowledge they can apply in client conversations.
  • Create an internal discussion group where partners and associates share real-world applications of the article’s insights.
  • Develop an internal playbook with talking points to help lawyers use the article in client discussions.

By turning an article into an interactive experience, law firms can amplify its impact, strengthen client relationships, and position their lawyers as thought leaders in a way that goes far beyond a single publication.

5. Repurpose the Article for Additional Content

Your published article shouldn’t be a one-and-done effort. It has the potential to extend its impact far beyond its initial publication, serving as a foundation for ongoing thought leadership, client engagement and business development. By strategically repurposing the content, law firms can reach different audiences, reinforce key messages and maximize visibility across multiple channels. Here are a few ways to ensure your articles continue delivering value long after they’re published:

  • Turn it into a social media campaign of at least three posts.
  • Write a follow-up blog post addressing questions raised by readers or clients.
  • Condense the article into a digestible one-pager for client distribution.
  • Create a short podcast focusing on key takeaways or insights.
  • Submit an op-ed or guest post to another publication covering a related angle.
  • Use key points from the article as the foundation for a client newsletter segment.

This ensures that the core insights of the article continue to work for the firm long after publication.

6. Leverage Speaking Engagements to Reinforce the Message

Many industry conferences and events seek fresh, timely topics. An article can serve as a strong foundation for securing speaking opportunities. Here are some strategies to consider:

  • Pitch the topic to major legal and industry conferences as a panel discussion or keynote session.
  • Identify bar associations and professional organizations that would benefit from an educational session on the topic.
  • Use the article’s insights in client seminars or internal training programs.
  • Coordinate with trade groups and investor networks to place firm lawyers on panels where they can discuss the article’s themes in a broader context.

Positioning the firm’s lawyers as speakers further cements their authority on the subject and extends the reach of the article beyond print.

7. Strengthen Media & PR Efforts

An article placement should be more than just a one-time feature—it can serve as a launchpad for broader media visibility, positioning the firm’s lawyers as go-to experts in their field. By strategically leveraging the article, law firms can extend their reach, attract new audiences, and establish credibility in key industry conversations. Here’s how to make the most of it:

  • Pitch follow-up articles and guest contributions to legal, financial and industry publications that align with the article’s focus. A well-placed guest piece in a trade publication or op-ed in a business journal can reinforce the original message and introduce it to a new audience.
  • Offer expert commentary to journalists covering related topics. Reporters and industry analysts are always looking for informed perspectives. Reach out to media contacts and let them know your firm’s lawyers can provide insights on developments connected to the article’s theme.
  • Turn the article into a media talking point. If the article covers an emerging legal issue or regulatory change, lawyers can position themselves as go-to sources for interviews or panel discussions. Reach out to conference organizers, trade associations and media outlets to offer insights in live or recorded formats.
  • Appear on industry podcasts. Many legal, financial and business podcasts are looking for expert guests to discuss trends and insights. Pitch the firm’s lawyers as speakers, using the article as the foundation for a broader conversation. This format allows for deeper discussion and provides an opportunity to engage with highly targeted audiences.
  • Engage with media professionals on LinkedIn. Sharing the article with relevant journalists, editors, and influencers can open the door for future collaborations. Commenting on related news stories and participating in discussions increases visibility and credibility in the space.

By treating an article as the starting point rather than the final product, law firms can build ongoing media momentum, strengthening their brand and expanding their influence in key practice areas.

Making the Most of Every Article

A published article shouldn’t be the end of the conversation, it should be the beginning. When leveraged effectively, it can spark discussions, strengthen client relationships and position lawyers as trusted authorities in their field. The key is to go beyond a single LinkedIn post or email blast and find ways to keep the insights relevant and top of mind.

By repurposing the content, involving firm lawyers in the conversation, and using the article as a springboard for client outreach and media opportunities, law firms can turn thought leadership into real business development. The firms that consistently amplify their content will stay ahead—not just by publishing great insights, but by making sure the right people engage with them.

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