Three Tips for Building a Solid Law Firm Blog:

by Lydia Pickens on October 11, 2013 · 0 comments

in Legal marketing

Building a law firm from its roots starts by embracing new development models for your business. As social media platforms become a leading market for development, lawyers are beginning to see the benefit of embracing it in their practices. There are endless amounts of resources in the social media world, from LinkedIn to the ever-present Facebook; lawyers have an array of choices when it comes to incorporating the social media realm. However, when it comes down to choosing, blogging is a great way to get started in the social media world.

Have you created a blog yet? If not, do you know the basics; such as, where to post, what to write, and what time of day to post and where to even get started?

Read on for three easy tips to get your legal blog kicked off or freshen up an existing drab one:

Start by brainstorming and choosing a topic. The idea of a blog is to engage and interest your main audience, in other words: clients. Whether you’re targeting current clients, or future clients, you need to pick a topic that will interest your users. There are two approaches to consider: a broad appeal topic that can interest a large portion of your audience, or a specified subject matter that will target an audience you know will be interested.

What are the advantages of a broader topic? It’s always good to interest a large group. The more attention to your blog you are able to generate, the more traffic your blog will get, increasing your chances of generating more leads through your website.

When you narrow down your topic to a post that will apply to a smaller, more niche group, there are also advantages. You may have fewer potential readers; however you have a better chance of establishing yourself as a thought leader on a particular subject. This will ensure a loyal fan base of readers who will come back for more.

Your post has to start with purpose. While you may have established the topic for your post, you will also need a purpose. Yes, they’re different. While your topic is more distinct and tells what the blog post is going to be about, your purpose is going to be what you personally are trying to achieve by writing it. Are you going to give your readers information? Maybe you’re trying to persuade a particular client group to invest in a new service they didn’t know they needed. Whatever your goal is, it should be established before writing.

Who is the target? You may not realize it, but you’re in control of who reads what you write. It all depends on how well you know your target market. You have to know who you want reading and responding to it, their knowledge level of the subject, as well as what your audience’s basic needs are.

Armed with your purpose, content ideas, and who your audience is will give insight into what type of blog post you should write. Here’s a look at some basic formatting styles you can use for the organization of your blog posts:

  • Educate your readers. As a law firm, you will have knowledge on legal matters that readers and potential clients will want answers to. The most widely used format is addressing the problems of your audience with simple answers and solutions, and it is a good way to start posting to your blog.
  • Order of events. Telling a story with a background on some history, leading up to the current condition is a helpful way to explain things to clientele.
  • Narration. Tell your audience a story. This is a good way to engage readers and interest them with emotion and dramatic turns of events.
  • Engage the reader.  If you instigate a conversation, you establish a social atmosphere that encourages users to engage in your brand. You can achieve this by asking questions, encouraging readers to comment with opinions, and making sure to respond to those who do provide feedback. However, be aware that there is a time commitment to keep up so ensure you have the resources available before undertaking this approach.

Of course, there are many other aspects to creating a successful blog. Let us know what has worked well for your law firm in the comments below. Or contact LexisNexis Law Firm Marketing to get started with your blog strategy today.

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