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The PI Content Engine

A 90-day editorial system that survives trial calendars

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What this guide covers

Most law firm content programs fail for the same reason: they depend on attorneys writing, and attorneys have trial calendars. The output stops within a quarter, and the firm concludes content does not work.

This guide replaces that dependency with a system. Attorney expertise is extracted in structured interviews rather than written, roles are assigned so no single person is a bottleneck, and a weekly cadence keeps publishing moving during depositions and trial weeks. It includes the interview script, a prioritized 90-day queue, the cadence by role and day, and the standards that keep quality from drifting.

Who it's written for

Firms whose blog stalled after the first few months
Marketing directors who cannot get attorney time for content
Firms outsourcing content and receiving generic, unusable drafts
Anyone who needs publishing to survive a trial calendar

Chapter by chapter

Why firm content programs stall

The billable-hour conflict at the root of nearly every abandoned law firm blog, and the structural fix.

Roles and responsibilities

Who owns strategy, extraction, drafting, review, and publishing — and why separating them removes the bottleneck.

The 45-minute extraction interview

The question script that turns one attorney conversation into five publishable pieces without any attorney writing.

Building the 90-day queue

Prioritizing topics by case value, competitive gap, and effort so the highest-return pieces publish first.

The weekly cadence

What happens on which day, by role, so publishing continues through trial weeks.

Standards and the refresh discipline

The quality bar every piece must clear, and the schedule for updating published work before it decays.

Key takeaways

Attorneys should be interviewed, not asked to write

One 45-minute conversation can yield a month of publishing

Cadence beats volume — consistency is the ranking signal

Unrefreshed content decays; the refresh schedule is part of the system

Get the full 9-page PDF

An operating manual for turning attorney expertise into published authority — roles, the monthly extraction interview, a quarterly content queue, and the weekly cadence that keeps output moving without billable hours.

Frequently asked questions

How often should a personal injury law firm publish?

A sustainable weekly cadence outperforms sporadic bursts. Two substantive pieces per month maintained for a year beats twelve pieces published in one quarter and nothing after. The guide's cadence chapter is built around what a firm can hold indefinitely rather than a target volume.

Can we outsource content and still sound like our firm?

Yes, provided the source material comes from your attorneys. The extraction interview exists precisely so an outside writer works from your firm's actual case experience and positions rather than from generic research. Outsourced content reads generic when there was no extraction step, not because it was outsourced.

How much attorney time does this system require?

Roughly 45 minutes of interview time per month, plus a short review pass on each draft. Everything else — drafting, editing, formatting, publishing, internal linking — sits with non-attorney roles defined in the guide.

Does AI-assisted content hurt law firm rankings?

Undifferentiated AI output does, because it contains no information a search engine cannot already find elsewhere. AI used to draft from a real attorney interview, then edited and reviewed by the firm, produces material grounded in genuine expertise. The distinction is the source material, not the tooling.

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