Blogging seems to be an unavoidable phenomenon these days, especially for businesses. Only a few years ago, no business wanted to waste it’s time creating blog posts…and most consumers didn’t want to waste their time reading them. Today, however, things have changed. Blogs are not only followed, shared, and commented on, but they also play a major role in your company’s search engine optimization (or SEO) efforts. Regular content that hits the right keywords can give your law firm greater visibility and higher ranking. Those two factors mean a bigger fan base and more potential clients.
But a law blog inherently faces big obstacles that other blogs, say a fashion or movie blog, don’t. Legalese isn’t everybody’s strong suit, nor do most people care to understand it. From a “civilian” standpoint, law blogs sound boring. But they certainly don’t have to be. In fact, there are several ways to enhance the content on your blog to be intriguing, attract more readers, and essentially breathe new life into the rare and nearly dead worthwhile law blog.
For The Love Of Content
Every successful blog has one thing in common: great content. Whether it’s a foodie’s blog or a cat lover’s blog, they’ve touched on a formula that makes people want to read their posts, and come back the next day to read some more. How do they accomplish this? It’s actually quite simple. They write about topics they care about, topics they are passionate about. You might be thinking to yourself that no one cares if you are passionate about tax law, but think again. The key to creating great content is finding an interesting approach. Present an old story in a new light and bam! You’ve got their attention. This means dropping the heavy legal terms, forgetting about the boring history of a particular law, and writing in a way that appeals to the reader. If tax law is your specialty, create a blog post on how a reader can complete their taxes faster or some loopholes they might not know about. The result will be a reader that can relate, that feels like you’ve just spoken to them directly. They weren’t distanced by big words or a history they didn’t understand. Simply put, the content spoke to them. Keep this in mind for each new blog post.
Post Regularly
A big mistake any kind of blogger makes is creating several fantastic blog posts and then calling it a day. To give your blog a fighting chance, you absolutely, without a doubt, have to update regularly. If you have the time on your hands, post every day. If not, post at least two or three times every week. You want your readers to keep coming back…and I can tell you right now they won’t come back unless there’s something juicy waiting for them. A great blogging trick for creating quality content regularly is to think up various series. Series are an interesting approach to blogging but a concept that’s been around for a while. Most news broadcasts have recurring segments that their viewers look forward to. Think of NPR’s This American Life or Stephen Colbert’s “The Word.” These segments incentivize viewers to tune in for the next episode because they’re already familiar with the platform. For a law blog, consider a series that discusses weird and forgotten laws or even a weekly post that teaches a different law term. Another blogging trick to keep up with all the content that must be created is to delegate the work. Perhaps you have lawyers with different areas of expertise within your firm. Sign a few of them up to write a blog post every week, and you’ll have loads of content before you know it. With quality content updated regularly, your readers can’t help but to come back for seconds.
Cross-Promote
Earlier I said that blogging plays a major role in SEO. This is certainly true because search engines need content to determine the relevancy of your website. However, this isn’t the only way to draw in readership. Turn to other social media avenues to promote your content and grow your following. The more accessible your blog is, the more people will access it. It sounds easy enough, doesn’t it? Furthermore, cross-promoting your blog on the firm’s Facebook or Twitter page will give your followers more to interact with. Basically, you’ve just given them another way to comment on and share your blog posts. This type of cross-promotion can lead to your followers doing some of the work for you and helping you increase your following. Suddenly, all of your social media efforts just got a whole lot easier!
Having a worthwhile law blog doesn’t have to be a mystery to your firm any longer. By creating content that is interesting to your readers and giving them multiple ways to read it and find it ensures a loyal readership that is engaged and willing to share your work. Great content can lead to more than a good reputation; it can lead to qualified leads.
About the Author: Cecil & Geiser are dedicated to protecting the state of Ohio. With decades of experience getting clients the results they need, they still treat every client as if they’re the only case in their office. If you’ve been injured in a car accident, contact them for a free consultation and have the best Ohio law firm in your corner.
