I recently had the pleasure of discussing all things Content Strategy with Rich Meneghello, Chief Content Officer at Fisher Phillips, during a JD Supra Office Hours webinar. A longtime JD Supra author and now the architect behind one of the most strategically focused content programs in BigLaw, Rich brings a unique blend of insight from both sides of the house—
practicing attorney and marketing leader.
Here are some of Rich’s most valuable takeaways about building a successful thought leadership program, for legal marketers and attorneys alike:
1. Play to strengths, not job titles
Not every attorney is a writer—and that’s okay. “Go with the willing,” says Rich. Forcing writing on the unwilling results in poor content and disengaged lawyers. Identify individual BD strengths and build support accordingly.
2. Build a culture, not a mandate
Fisher Phillips introduces new attorneys to the content team early and offers (optional) training that demystifies what it means to write for business audiences. Writing is welcomed, not required—and that distinction helps drive stronger engagement.
3. Strategy comes first
Seventy-five percent of the firm’s content output starts from a strategic plan created with practice and industry leaders. It’s not just “write what you want” anymore—it’s “write what matters to our clients and firm.”
4. Use data, but apply judgment
Analytics are front and center at Fisher Phillips—but Rich cautions against overvaluing click volume. A niche piece read by the right audience (e.g., GCs) is more valuable than viral traffic from the wrong one.
5. Stay top of mind—consistently
Whether at a small firm or a large one, consistency in publishing is key. “You want someone to say, ‘Oh yeah, I know those attorneys. I’ve seen their content.’” That recognition is a crucial first step toward marketing and BD success.
6. Guard your voice in the age of AI
Generative AI can be helpful—for brainstorming or structure—but Rich urges firms to avoid publishing AI-generated content unchecked. “The writing might sound smooth, but it says nothing.” Quality and brand credibility are at stake.
7. Help attorneys dig deeper
Encourage writers to go beyond the “what happened” and explore “what this means for you.” Practical options, accessible tone, and real-world examples make content useful—and build trust with readers.
From newsletter mailers in the early 2000s to analytics-driven strategy today, Rich’s journey is a great reminder that good thought leadership is about matching the message to your audience—and making sure it’s written by someone who truly has something to say.
Thanks again to Rich for the thoughtful conversation. Stay tuned for a second recap from our session together, focusing on using analytics to inform content strategy.
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[JD Supra clients: log into your account dashboard to watch a video recording of the complete conversation. Look for the Office Hours prompt in your account homepage and click for the archive of all previous conversations.]
Paul Ryplewski is VP of Client Services at JD Supra. Connect with him on LinkedIn. Follow his latest writings on JD Supra.
