“I don’t have to do my own writing? You guys can do that?”

I have heard this question from lawyers many times over the last few years, and I understand. Even though I had practiced law, before I started writing for lawyers, I didn’t know that there were writers who could have helped me write and publish more.

So I’m here to say: Yes! We can do that. You don’t have to do all your own writing.

What could an outsourced writer do for me?

There are many kinds of writing that an outsourced writer can help you with, including everything from blog posts to client alerts to newsletters to bylined articles and whitepapers. What you ask them to do will depend on their skills, level of legal experience, and how much you trust them. 

Working with an outsourced writer is like a clerk drafting opinions for a judge. The clerk and the judge each review the material, the judge describes how they want to rule and why and the clerk writes a detailed opinion, conducting any necessary research and checking in with the judge along the way. The judge reviews the work, gives any feedback, and makes edits, to make sure it aligns with their thinking. The decision is the judge’s ideas, written up (mostly) by someone else. 

So let’s say you’ve found a writer and you want to collaborate with them to create some of this “content” or “thought leadership” you keep hearing you should produce (something you want to do in theory but have trouble completing in practice). 

How to work with a writer to produce content.

1. Do a trial run. When you are working with a writer for the first time, start with a small project, and see how they do. It will take time to build a relationship, to trust each other, and to figure out the best way to work together. Starting small gives them a chance to show what they can do, their process, and to adjust to your voice and the style that suits your brand and target audience. 
2. Communicate. This may seem obvious, but communication makes all the difference. If I am writing something for a specific lawyer or practice, I prefer to communicate directly with them. The marketing team can introduce me, they can stay in the loop, they can move things along, but if I’m not talking directly to the lawyers involved, things get lost in translation. Hearing a lawyer’s voice, tone, and word-choice first hand allows me to better replicate that in my writing and leads to a more successful and efficient process for the lawyer. 
3. Give direction. You are the author of this piece of work, and as such you need to give the writer direction. Depending on the piece of writing, your content strategy, and your relationship with your writer, sometimes you may just suggest a title or subject, sometimes you may give a detailed article outline, or some references or sources. Some writers will suggest topics for your writing, especially if you are working with a digital marketing agency that can monitor trends in your practice area and design a content calendar for you. 

   If however, you are creating thought leadership, your article must be based on your thoughts. The writer will fill in details, structure the piece, and write it in your voice, in a readable style, but the ideas need to come from you. For the more sophisticated legal content, many lawyers feel more comfortable if the writer is a lawyer. And yes – we writer/lawyers do exist! 

4. Give feedback. This is especially important in the beginning. Even great writers won’t usually capture your voice in the first few tries. It takes time. How do they know what style you prefer? Through feedback. Track changes and mark up that document. We are professionals, we can take it. Please note that hearing what we are doing well is also important, not because we are insecure artists (moi?) but because that increases our ability to capture your voice moving forward. 
5. Plan. As you think about what kind of content you want to create, think about who you want to reach: current clientele, prospects, others? Who are you reaching already? What topics do you enjoy writing about? What information and expertise do you want to share? 

   Brainstorm with your writer, and bring in your marketing team, either in-house or outsourced. Making a coordinated content and marketing strategy boosts the return for your investment of time and money. Your marketing team can also help you find the best outlets for your content, and repurpose your awesome content across multiple platforms. Click here for LISI’s 2023 content calendar template.

We delegate and outsource personal and professional tasks for many reasons. I buy my kids’ birthday cakes at the local bakery. I could spend a few hours in the kitchen after I finish all my billable work and other work tasks, but I would rather relax or spend time with my kids, and frankly we all prefer the bakery’s cake.

Outsourced writing is not that different. We know that if you’re a lawyer, you can write. But is this type of writing the best way to spend your time, or can you describe your child’s love of Star Wars and the color blue to a professional, and let them bake that cake for you?