Weekly Roundup: Anthony Bourdain on Creativity, Law Firms Using Content, 3 Key Future Content Skills

Each week, we’ll share a roundup of interesting news, stories, campaigns, articles and insights from the world of copywriting, content marketing, social media, influencer marketing, brand development and narrative.

This week we’ll look at:

  • The Late Anthony Bourdain Dishes on Creativity

  • 3 Examples of Effective Law Firm Digital Content Marketing

  • 3 Skills Every Content Team needs for 2019 and Beyond

The Late Anthony Bourdain Dishes on Creativity

I recently dug up an old book written by the late Anthony Bourdain: Kitchen Confidential. I had read this book as a kid, but never truly appreciated who he was or what he was about. Then, after discovering Parts Unknown, I was reminded how fascinating of a guy he was – as a chef but also as human being and as a creator.

That’s why, when I came across this article from

, I was instantly drawn to it. The article outlines some great advice from the late Chef Bourdain on successful creativity.

In the article, Bourdain is quoted as saying, “I write in the morning. I wake up, and before I have any time to think about the million and one reasons to not write, I start writing. And I write as much as I can, and I go, go, go, go, go, and then I shove it in the drawer. And I don't look at it for a long time."

I love that.

Here’s a quick overview of Bourdain’s advice:

  • Know When to Put Your Work Down: Creative breakthroughs don’t happen when you’re staring at a blank page. It will happen in the shower. Or, over a good Negroni. Eventually you have to sit down and work but giving space to the process is equally important.

  • Accept When You’ve Done Good Enough: We tend to push ourselves until we break. Bourdain knew a great, say, hour of writing may very well be the peak of the day. Hurting yourself doesn’t equate to better impact. In fact, it is often the opposite.

  • Drop the Comparisons: By sitting down and focusing on the work, Bourdain said he was able to start writing before he over-analyzed every sentence, thought about how much better he'd like to create, or, worse, began comparing his work to that of others.

Creativity isn’t always an easy process. What counts is figuring out what works for you.

3 Examples of Effective Law Firm Digital Content Marketing

You might think that content marketing is primarily a B2C play. But as econsultancy.com points out, content marketing is an important part of the B2B landscape. And even industries that have historically relied heavily on personal relationships – namely, law firms in this particular instance – are making use of content marketing to reach potential customers and clients.

In this article, econsultancy.com examines three examples of effective law firm digital content marketing.

  • Venable LLP: Washington, DC-based firm Venable LLP hosts a blog on its own website with its own domain names, making it easier to establish an identity. Its blog also focuses on clearly defined markets and directly targets potential clients in those markets. For instance, one blog, All About Advertising, offers “regulatory & litigation developments for advertisers and marketers.” Another, Blockchain Report, publishes information about legal developments in the nascent blockchain space. And then there are full websites, BiologicsHQ and Post Grant HQ, that offer everything from databases to videos, giving Venable the ability to engage potential clients in deeper and more interactive ways.

  • Cooley GO: Silicon Valley-based Cooley LLP works with a lot of startups. And to ensure they have the chance to woo the next generation of founds when they’re ready to engage a law firm, they offer a standalone site – Cooley GO. This site provides relevant content for these founders, including information about structuring ownership in startup as well as hiring employees and fundraising. It also contains info on industry trends and contains a glossary of lingo that startups will likely encounter. To take it one step further, the site offers Cooley GO Docs, which automatically generates documents that startups will likely need – including documents for incorporating a new business, raising capital and establishing non-disclosure agreements.

  • Jackson Lewis: This firm practice labor and employment law and makes extensive use of content to engage current and potential clients. On its website, it offers a large volume of webinars, videos and publications, including legal update articles, newsletter, special reports and podcasts. What makes this stand out is the volume of content the firm offers: more than 250 webinars and 4,000 publications. The firm uses some of its content for lead generation – including collection of information in order to RSVP for an upcoming webinar.

Content marketing has a massive array of applications across a broad spectrum of sectors and businesses. If you’d like to learn more about how you can put content marketing to work for your business, get in touch.

3 Skills Every Content Team Needs for 2019 and Beyond

In the digital age, keeping up with the times is crucial to success. Social Media Today has examined the 3 key skills every content team will need for 2019 and beyond. Check them out:

1. The Ability to Develop a Solid Content Strategy: Competition for audience attention is increasing which means strategy is more important than ever. In fact 61% of content professionals have reported that not having enough staff skilled in content strategy was one of the top content management challenges in 2018. Aside from developing a great editorial calendar, it’s important to make sure goals are set for the strategy, that they are aligned with overall company aims, and that content produced helps reach these goals. It’s also important to set measurable KPIs.

2. Understanding Artificial Intelligence: It’s estimated that spending on cognitive and artificial intelligence systems will grow from $19.1 billion in 2018 to $52.2 billion in 2021. This means that content creators will need to gain a grasp on how to harness the vast capabilities of AI. Similar to SEO, there’s the possibility that AI content optimization will one day become a critical, specific area of expertise.

3. Knowledge of Voice Search and its Impact on SEO: Predictions are that, by 2020, 30% of all internet searches will be initiated through voice, without the use of a keypad of touchscreen. Content teams will need to have an understanding of the move to voice search and be able to optimize accordingly. They will need to answer questions without overusing keywords and backlinks, as these SEO tactics lose value. In August 2018, Google released a core algorithm update which further emphasizes quality content. It stresses that content should be "trustworthy and answer questions through an expert, authoritative lens", which aligns with the trend of optimizing content for voice search. It’s essential that content teams have someone well versed in how these updates affect content and related strategies.

Operating in a digital world, it’s integral for content teams to stay current as the industry evolves. Keeping these skills in mind will go a long way in helping companies stay ahead of the curve.


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