Nothing new here, right? Well, not so fast. While authoring articles isn’t a new technique, writing to demonstrate your expertise is still an effective marketing tool, if:
*It is topical and interesting (to your target audience)
*Easy to read (not legalize, unless you’re marketing to other lawyers),
*Not too lengthy (short, succinct articles are better), and
*Published in a publication that your intended audience reads (whether general public or business/trade specific).
Obviously, the purpose is to show that you know your topic and, accordingly, be perceived as having the expertise to assist the reader with those legal issues.