The Ins and Outs of Blogging

As you probably are aware,  blogs have become increasingly popular as a medium through which individuals can communicate their thoughts on a wide array of issues. When utilized correctly, your law blog can help you attract new clients, keep you connected to current clients, establish you as an authority in your respective areas of practice and assist with search engine optimization (SEO). If your firm has yet to incorporate blogging in its content marketing strategy,  here are some tips on the ins and outs of maintaining a successful blog.

What topics should I cover in my blog?
It’s important to make sure that your blog topics are attention-grabbing and relevant to your audience. You may wish to use local or national news stories to highlight the need for your services. For example, if you are an elder law attorney, you may wish to track a proposed law concerning Medicare as it makes its way through the House and Senate detailing the implications for your clients. However, arguably the most successful way to explore blog topics is to reflect on your past experiences with clients. When approached by a prospective client in a tough situation, what questions do they have about the case? What are some common misconceptions they might have about the legal process?

Addressing these queries in a blog is a good way to enhance your online visibility and direct traffic to your website. Blog posts that provide value to prospective clients will give your firm a competitive edge. When looking for legal representation, clients want someone they can trust. Consistently posting useful material to those in need will help establish your credibility and show that you can provide your clients with exactly what they need.

Blogging 101
It‘s important to note that blog entries are not intended to be scholarly pieces. Instead, they allow you to reflect on a certain issue and express your professional opinion on the matter.  As you write these entries, let your own voice be heard. Your site should serve as a place where potential clients can get a good feel of who you are and what you have to offer; your blog can help convey both your expertise and personality, contributing to your own overall brand as a lawyer.

To encourage people to read these posts, you should keep them short and to the point. At times it will be more acceptable to write a lengthier piece when the subject matter requires a more thorough discussion, but this should not be the norm with all blog entries. It’s also helpful to categorize and tag your blogs so when visitors view your blog, they can easily find information that is most relevant to their case (and it’s also an extra bonus for SEO).

The success of your blog lies not only in the quality of your blog entries but also in how frequently you post new content to the page. With your law blog, be regular. You should try to write at least once or twice a week. Finding time to write can be difficult so it might be a wise to hire a specialist that will write content specific to your firm’s unique practice areas or supplement your own blog posts. And don’t forget to share those blogs on social media! There’s no easier way to encourage shares and gain feedback on your insight.