Blogging has been around in various forms for decades, and while certain aspects of it have remained consistent, a few things have changed.
For example, something that started out as a hobby for many has become a lucrative career for others. Businesses, including law firms, have also discovered that the intellectual nature of their work makes perfect fodder for blog posts.
Starting a blog as an attorney can have a variety of benefits, one of which is demonstrating their expertise to potential clients. These posts, and their relevant content, can have a huge impact on which attorney a person chooses to hire to represent them.
Even if they don’t reach a prospect directly, a blog will eventually result in a higher profile and increased referrals. Many legal blogs are quoted by the media who rely on the attorneys writing the blogs to be experts in their field.
If you are considering starting your own legal blog, here are five tips that will keep clients and potential clients coming back for more:
Tip #1: Keep the Subject Matter Narrow
While it may be tempting to cover as many legal areas and trends of the law that you can think of, unfortunately, this approach makes it difficult to find a dedicated audience. It will also likely require you to venture into areas that you aren’t qualified to discuss.
Instead, think of well-defined subject areas that you know best. You will more than likely find an audience that appreciates this specialization and who will help you build credibility and a reputation in that area.
Tip #2: Know Your Audience
Much like choosing a specific subject area, you need to build your blog around a target audience.
If you want to build leadership and conversations with other legal minds, the language and topics you use will be different than if you are trying to target potential clients in need of your services. You will want to be sure that your clients aren’t having to interpret legal jargon to make sense of what you are writing.
Tip #3: Routine Posting
Orphaned blogs and blogs that only post sporadically are everywhere you turn. You don’t want to join those ranks.
Instead, post regularly on your blog so that readers get in the habit of coming back regularly for new information. If you post haphazardly, your readers are likely to lose interest quickly.
Tip #4: Consider Contributors
By adding other contributors and writers to your blog, you can increase the scope and size of your audience. If you are part of a law firm, divvy up the writing duties among several attorneys to keep the writing burden to a minimum for one person. Consider developing an editorial calendar as part of business development initiatives.
Tip #5: Let Your Personality Shine
Don’t summarize news or the latest legal trends. Readers can find that information from other sources as well. Give your audience context and insight that they can’t find easily somewhere else.
Starting a blog can be intimidating but by following the tips above, you’ll be successful. Happy blogging!