Want to Start a Law Firm Blog? The Dos and Don’ts of Legal Blogging
You’ll see a return on your investment if you focus on a niche
Go ahead. There’s no one to stop you. Starting a blog about law is an excellent idea. According to NM Incite, you’ll be joining over 6.7 million people who publish blogs on blogging websites, who are joined by another 12 million people who write blogs using social networks.
Why are they doing it? There are few better ways to establish yourself online as a subject matter expert. It’s a way to get noticed. HubSpot reports companies that blog get 434% more indexed pages and twice as much traffic from email marketing.
But, who will read it?
That depends on who you plan to reach. You have basically four audience segments:
- Your current clients. Start a blog to keep them updated on news and cases in their areas of interest. From a marketing standpoint, you blog provides a cost-effective way to demonstrate your value by providing them with practical information.
- Prospective clients. People look to blogs to find subject-matter experts. Starting a blog can help establish you as one.
- Lawyers in your area of practice. A blog can help establish your reputation as a trusted contributor to the field. You may discover that peers refer clients who live in your area.
- The general legal population. A blog with regularly published new content puts you on the radar. You’ll appear in search engine results. Lawyers may look to you for information.
Each segment offers an opportunity. Can you target them all? It’s possible. To accomplish this, you’re going to have to nail these important tasks.
Define your target audience
This is the age of specificity. What is yours?
Your opportunity to build a sizable readership depends on clearly defining who will be interested in what you have to say. This is different than marketing or advertising. You don’t have to find this audience. If your blog posts are read-worthy, this audience will find you.
However, you do have to know who they are so you can put the mechanisms in place that keep your content specific to their interests.
Give it a specific twist
Readers want to find a way to relate to you. They’re looking for a subject-matter expert, but they’re also searching for someone who has a signal that rises above the noise. What makes you uniquely qualified to write the posts on your blog?
Most likely, you’ll find the answer is entwined with your personality and perspective. Here’s an example: If you practice small business bankruptcy law, your blog will compete hundreds or even thousands of others just like it. A quick Google search of “small business bankruptcy law blog” returned nearly 7.5 million results.
But, what if you’re writing this blog from the perspective of a single parent? Strive to be unique, where you are using the accurate meaning of the word. Unique actually means one of a kind. How close can you get to being like nothing else to be found online?
Add new content regularly
You really do have to be as dependable as the sunrise in this respect. Your growing audience needs a regular feeding of a new blog post. Your challenge is to make sure that quality doesn’t take a back seat to quantity. Each article has to cater to your niche audience, and it must communicate an aspect of the uniqueness you’re seeking to carve out for yourself.
Create a virtual village
It may be your blog, but you shouldn’t strive to do all the talking. Look for ways to facilitate interactivity. Can readers ask you questions? Can you reach out to peers and ask them to contribute? (And of course, you will reciprocate.)
Stoke this engine of interaction. Help your readers get to know each other. Make it easy for them to share your content with their own respective social networks, as well.
Are you up for the challenge?
If it sounds like a lot of work, that’s because it is. The New York Times reports that 95% of all blogs are ultimately abandoned. Maybe that’s not such a big deal if it’s a personal experience blog—but this will have an attachment to your professional reputation.
Apply the same level of research to the viability and benefit of maintaining a blog that you would do if you were researching a case. It’s a lot of work, but it’s rewarding work that offers a return on the investment.
At Boss Certified Realtime Reporting, we’ve been providing nationwide court reporting services for trials, depositions, mediations and more since 1995. If you’d like help or more information, you can call us at 954 467 6867 or complete our contact form to let us know how we can assist.