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In our Rainmaker Retreat two-day law firm marketing boot camp, I talk about how you can hang everything you do on the Internet to a great blog. Create a blog, post to it regularly with great content, then link those posts to your social media profiles and pages, and watch your traffic and search results improve.
Most attorneys find blogging to be cumbersome because of lack of time and lack of ideas for content. One of the best ways to hurdle both of these stumbling blocks is to create an editorial calendar for your blog. Here’s how:
Create a template. Use a calendar template or an Excel spreadsheet, whatever works for you. Decide how many times per week you will be posting (3-5 times is best) and try to plan at least three months out.
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Research content. Take your top keywords and create Google alerts for each one. This will funnel news items on these keywords directly to your inbox. Bookmark leading blogs in your practice area atwww.justia.com. Scour legal directory sites like JDSupra and Avvo to see what kind of content is trending for your practice area. Check out www.lawprofessorblogs.com and www.lexmonitor.com for practice area-specific blogs to mine for content ideas.
Schedule content. Fill your calendar with specifics for each posting day, including your topic, potential title and your keywords. Populate your calendar with special events and holidays you could use to theme relevant posts. If you’re publishing a special report or e-book, schedule posts to promote those. Leaving a few holes is fine, and will allow you to capitalize on newsworthy items – your calendar is a flexible tool, not something written in stone.
Now you’re halfway to creating a thriving law firm marketing blog that will help you generate more traffic for your website and leads for your practice. The other half of the equation is, of course, actually writing the content. And if you can’t find time for that, we can certainly help!
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