Blogging for Lawyers: If You’re Not Doing It, You Should Be
Blogging is an important part of a firm’s (or attorney’s) digital marketing strategy. A good blog post has life and value (in terms of SEO, lead generation value, etc.) that lasts for months or even years after the article is written.
The primary purpose of blogging, in my opinion, is to establish credibility for the attorney or firm — basically that they know what they are talking about.
The first thing I recommend for attorneys when establishing a blog is to first consider what their goal is for blogging in the first place. For example, are they looking to showcase their expertise? Are they looking to increase traffic to their website, or to attract potential clients. Along these lines, the attorney should know who their audience is.
In my experience, there are two general audiences for attorney blog posts:
(1) other attorneys — other attorneys are important referral sources, but these types of blog posts will be lost on most clients. Blog posts directed toward other attorneys will likely be filled with legalese. The purpose of these posts can be to show your colleges that you are an expert in your field, with the hope that they will refer business to you down the line. Focusing on recent court decisions or current events is a great place to start when brainstorming ideas for these types of posts.
(2) general public (or, alternatively, a specific niche of potential clients). Posts written for potential clients should not include terms or phrases that most people are unlikely to know. These posts should focus on answering questions that potential clients might have or explaining misconceptions. One tip for brainstorming ideas for these types of posts is to consider the types of questions that the attorney or firm receives from potential or new clients on a regular basis, and to write posts directed toward those questions. These types of posts will retain their value later on.