LawMarketing.com Editor in Chief Cindy Greenway recently posted a very informative article for attorneys who blog. Whether you are just getting started, or you’ve been at it awhile, her post is essential reading for attorneys who want to succeed at blogging. Here it is:
Benefits of Blogging for Attorneys
A blog regularly adds fresh content to your firm’s website. It provides material that can be posted on social media sites including LinkedIn, Twitter and Facebook. Sharing blog posts “socially” will increase your visibility, drive inbound links to your firm’s website, and lead to improved SEO results, meaning your law firm’s website will appear in search engine results. Think about establishing yourself as a thought leader and expert in your field, as well as building awareness about your practice and your firm, increasing client engagement, and generating potential business leads. And, the more frequently you blog, the more assets you build and the more credibility and visibility you gain.
Before you jump head first into blogging, keep in mind that blog readers typically want quick, useful information containing the author’s unique insight and opinions. Thus, blog posts are more conversational in tone compared to a typical article. Blog material should be fresh and interesting, and include a call-to-action that provides readers a next step or a reason to return.
Get a game plan. How will your blog be managed? Which attorneys will be writing blog posts and how often? What practice areas will the blog cover? These are all important questions to consider before you continue. If you jump in without a plan, it’s likely that your firm’s blog will lose momentum and fizzle out.
Create a blog matrix (editorial calendar). Let’s be honest, attorneys are always busy! Without a set blogging calendar no one is going to stick to a regular schedule for writing and posting. A blog matrix should include potential topics, corresponding practice areas, blog post authors, deadline dates and posting dates.
Identify an appropriate topic. Think about your clients’ and prospects’ common problems, challenges, questions, etc., and choose a topic that helps your target audience overcome these common pain points.
Create a killer title. An appealing title is a must-have. There is a ton of legal blogging competition online, so you need to make your blog stand out and get the reader’s attention. What will resonate most with your clients and prospects? Hook them with a clever title, and they’ll likely continue reading your post!
Once you’re ready to write, here are some additional suggestions:
Let your personality shine through – be creative and write in your own voice.
Keep it short – aim for 400 to 600 words.
Use numbered lists, bullet points and sub-headings to break up text and keep it easy to read
Keep it clean – stay away from using technical legal jargon that the average person wouldn’t easily understand.
Be transparent and get to the point – let readers know up front what you’ll be covering in your post.
Recap the takeaways and highlights in a simple conclusion.
Use images to emphasize and illustrate your points if applicable.
Wrap up your post with a call-to-action to further engage with readers (e.g. ask them to leave a comment, or visit an article you wrote or other area of your firm’s website where they can learn more information).
After you’ve drafted your blog post, have a colleague thoroughly proofread to ensure there are no typos, missing punctuation or grammatical errors. (This seems like common sense, but I can’t tell you how many times I’ve come across a blog post with misspellings and missing information.)
Now that you’ve read about the benefits of a legal blog, and learned about some tips for getting started, it’s time to create a plan and blog matrix for your law firm’s legal blog. And, once you get several blog posts under your belt, you’ll be well on your way to drawing more traffic to your website and enhancing the visibility of yourself and your firm!
LawMarketing.com is a great resource for attorneys who want to improve their marketing skills. Click on this link for a great free report on 15 Strategies for Attorneys to Increase Google Rank, Control Online Reputations and Maximize Content.