In this episode of Spill the Ink, Ellen Jones, Senior Editor of Expert Analysis at Law360, pulls back the curtain on what actually gets attorneys published in one of legal media's most widely read outlets. Law360 distributes newsletters to more than 3 million recipients every business day, and its Expert Analysis section is where attorneys can reach the GCs, compliance officers and business leaders who rely on it for substantive analysis. Ellen walks through what separates a strong submission from one that goes straight to the slush pile, how the 90-day news hook works in practice, what the editorial collaboration process looks like and how legal marketers can position their attorneys to succeed.

• How Law360's Expert Analysis section differs from its breaking news coverage and why that distinction matters for legal marketers

• The 90-day news hook rule and what options exist when a topic doesn't fit neatly into that window

• Why submissions that simply recap what happened get rejected and what editors want instead

• How to pitch in 150 words and what the collaborative editing process looks like from there

• How AI is changing the visibility equation for law firms and why expert analysis matters more, not less, because of it

Ellen Jones is an experienced legal content strategist with a strong background in writing and editing. She serves as a senior editor for Law360's Expert Analysis vertical, where she works directly with attorneys and marketing and communications pros from AmLaw200 firms and beyond to create guest bylines for a premiere legal news brand that reaches more than three million readers across law, business and government daily. Her journalism background, relationship-building skills and keen understanding of legal industry trends guide her approach to curating thought leadership content that connects with audiences. With a passion for helping lawyers and firms spotlight their knowledge and capabilities, she collaborates with world-class legal experts to distill can't-miss business news into compelling analysis for busy decision-makers. She is a member of the American Society of Business Publication Editors and holds a Bachelor of Arts in communication and information sciences from The University of Alabama.

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This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more.

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