Lead Generation For Lawyers: Best Practices For Blogging

16 Aug 2017

Ways Blawging Can Build Your Practice...Ooops, I Mean Blogging

Does this sound like you?

You are an expert in your field of practice, but not in how to reach an audience in the digital space. You have been reading about blogging and want to learn how to expand your reach through blogging as part of your marketing strategy.

Sharing your practice knowledge through blogging can become an impactful part of your marketing strategy. Effective blogging in the legal industry demonstrates your knowledge and area of expertise to your target audience outside of the circle of individuals that already know you on a personal and professional level.

Why do you want a blog? Define your goals.

Why legal blogging mattersMany people blog for pleasure. They just enjoy writing and sharing their work with other people. However, if you are going to blog as an avenue to build your practice and business it is important to define your goals and how these goals align in your marketing plan.

Why are you blogging?

  • Part of your marketing and networking strategy.
  • Coverage of personal practice or firm news.
  • Announcements for upcoming events and access to materials for event attendees.
  • Authority building.
  • New client acquisition.

Breakdown your goal to define your blogging activity

Once you have set and defined your goals, it is important to breakdown the activity tasks to reach those goals. Let's face it, attorneys have very busy schedules. By creating a content calendar you can pick your topics in advance, commit to how many blogs you want to write a week, and then breakdown the time commitment to complete those tasks. Picking your topics in advance allows you to research keywords and topics that you utilize in your post in order to increase your organic searches. You don't have to feel overwhelmed and try to post everyday to have a positive impact on your marketing strategy, a minimum of one blog per week posted on your site is a great start.

What should be on your blog?

That's a great question. Knowing what and how to write should be based on your target buyer or client persona. Picking topics around these groups of people and knowing what they are searching for means you are writing to an audience that will find you. This goes back to our earlier point about keywords. Researching keywords as they relate to your content is very important. Getting specific with long-tail keywords is crucial because it will allow you to have a higher organic search results based on your client persona and will get you in front of a more targeted audience that can become a stronger prospect for your services. Working with a professional to help you with your keyword research or conduct the research for you can save you time and money while you focus on the actual content to write as it relates to your practice.

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A common mistake professionals make in writing for their blog is that they use industry based language that is technical in nature and is not easily understood by people outside of their profession. A great way to engage your audience is to write up summaries of your more lengthy or technical publications that non-industry based readers or peer industry professionals can relate to. Another great way to appeal to your audience is to use commentary pieces. Take an article from the news and break it up to comment on various parts of the article. This not only engages the audience to hear your opinion but it also showcases your area of expertise.

It is beneficial to separate your blogging from your more technical writing. A blog is a great place for your news and commentary articles and then you can post your more technical writing in a resources section. Why? It gives you the opportunity to link to other internal pages of your website from your blog to content in your resources section. Thus, keeping your site visitors engaged and reading more information on your website.

So, in addition to showcasing your knowledge, blogging also is beneficial in other ways. Search engines love content. But not just all content, they favor good and newer content. So blogging keeps new content being indexed to search engines which results in more ways your target audience can find you.

Are you ready to start blogging now?

Offer: Inbound marketing can grow your firm: free checklist

Related articles: 
Lead Generation For Lawyers: Growth Using New Technology

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Vanessa Byrem-Tangy

Partner at Mosaic. As a certified inbound marketing specialist, I work with clients to devise and revise digital strategies to create positive growth for Nonprofits, foundations, issue-based initiatives, and service-based businesses.

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