A law firm blog is one of the best ways for attorneys to get to the top of Google for targeted search results. Google loves fresh content and when done right, a blog is the best way to push fresh content into the search engines.

In addition, social media research by HubSpot shows that companies with blogs generate 67% more leads than companies that do not have a blog!

Some of the key benefits of blogging for attorneys include:

• A blog regularly adds fresh content to your firm’s website.

• A blog provides material that can be posted on social media sites including LinkedIn, Twitter and Facebook.

• Sharing blog posts “socially” will increase your visibility, drive inbound links to your firm’s website, and lead to improved SEO results, meaning your law firm’s website will rank better in search engine results.

• A blog establishes you as a thought leader and expert in your field, as well as builds awareness about your practice and your firm, increasing client engagement and generating potential business leads.

• The more frequently you blog, the more assets you build and the more credibility and visibility you gain.

There is no denying the value of blogging when it comes to law firm marketing.

Blogs hold a unique position in the online media landscape because they have become an accepted source of information.

When used properly, a blog becomes a clear, consistent voice for your practice. It entices prospects, referral sources, colleagues, clients and thought leaders to engage you in dialogue.

It keeps you top of mind. It builds visibility among your target clients. Ultimately, it earns you more of the kind of client you most desire.

Your law firm blog is your forum to connect with the community at large and to make it clear that you are an expert in your field.  But to make a blog the highly effective medium you need it to be, your law firm marketing and promotion strategy should include:

• An up-to-date blog that you write articles for at least 5+ times per week and that includes clear calls-to-action with relevant offers to aid you in capturing email addresses;

• A topic list designed to engage your target audience;

• A content calendar with specifics for each post — title, keywords, CTAs, etc.; and

• A list of social media sites to promote your blog — LinkedIn and Facebook should be primary.

When you have all these things in place, you will be well on your way to creating a blog that will enhance your overall law firm marketing efforts.