Small Law Firm Marketing — Tumblr and Blogspot are Great, but Host Your Blog on Your Website
So you’ve decided to start a blog to up your law firm marketing game. That’s great! But creating the content is only the first step. The next step is distribution and figuring out where you want to publish the content. You may have heard of platforms such as Tumblr, Blogspot, or even Medium, which all act as independent networks of blogs and platforms for content discovery.
While it may be tempting to use the immediacy of an already built network, the reality is that a Tumblr, Blogspot, or Medium account will rarely if ever draw readers to your actual website and into your sales cycle. That is because with so many eyeballs on those sites, attention spans are lower and people are less likely to discover and refer to your content. However, when publishing on your own website, you are quite literally the master of your own domain. With that in mind, here are some tips and tricks you can use to host your blog on your own website.
How to Get a Blog Set Up on Your Website
Before starting a blog on your own website, you need to make sure that this correlates with the terms of service of your Internet hosting provider. Once you are aware that your Internet hosting provider will allow you to bring in the additional traffic that a blog will garner without website slowdowns or shutdowns, it is time to start your job in hosting your website. Fortunately, hosting a blog on your own domain is not usually more expensive. In fact, you can probably use a free blogging platform such as WordPress, but host it on your website instead of as a WordPress blog.
The Pros of Having a Blog on Your Own Website
Besides for the content marketing benefits, such as increased SEO and indexing more webpages on your website, having a blog on your own website adds a level of company connection and brand synergy by having the blog hosted under one company umbrella. This will make it easier for users to find and discover your content marketing initiatives, and make the user experience easier. It will also streamline your website management, and will likely lower your webmaster bill in the process.
The best way to think of the benefit of brand synergy is that when someone goes to a website such as www.answeringlegal.com, they expect to find all content related to Answering Legal there. If that content is tucked away on Tumblr, Blogspot or Medium, they will likely never find it or engage with your blog marketing. The ongoing blog posts will then be indexed by search engines under your brand domain name, creating a visually uniform URL for your blog and associating it with your website. Additionally, you will also get a greater level of customization with your self-hosted blog, and will be able to design the blog to your specifications and to fit with your website.
Nick is the Head Content Strategist, Social Media Manager, PPC Campaign Manager, and the Executive Head Writer at Ring Savvy/Answering Legal, Inc. Nick’s talent for story-telling enables him to write and recognize the type of content users want to read.
Originally published at www.answeringlegal.com on May 19, 2016.