Why a Blog Should be the Center of Your Online Marketing Strategy
Thursday, July 10, 2014

Did you know that you could hang just about everything you do on the Internet (marketing-wise) to a great blog? 

A blog is the best way for lawyers to establish their credibility and build an online reputation that will help draw potential clients to you.

Here’s how it works:

  • Create a blog on your website

  • Post to it 3-5 times per week with relevant, original content

  • Link your blog posts to your social media profiles and pages

  • 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. Just as you would plot your strategy for a brief or trial presentation, blogging is most effective for lawyers who plan ahead:

Why a Blog Should be the Center of Your Online Marketing Strategy

Create a calendar. You can create a separate calendar in Outlook or whatever email service you use or even print off a calendar template, whatever works for you. Take 15 minutes at a time that works best for you to devote your full attention to plotting out your blog topics.

Create a topic list. 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 at www.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 your topics.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.

The other half of the equation is, of course, actually writing the content.

 

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