“It’s Not A Brief, It’s A Blog.” Resources For Better Law Firm Blogging

by Nov 3, 2016

Yesterday, LawLytics CEO Dan Jaffe published a blog on 4 Law Firm Blogging Mistakes You Need To Stop.

In it, he writes:

When it comes to your law firm’s marketing, it’s important to understand that “it’s not a brief, it’s a blog!” (HT to Aly Saxe of Iris PR for coining this phrase). So when it comes to pressing that “publish” button, attorneys should make sure that what they saying is coherent, accurate and ethical. Then publish.

In court, if you don’t make your objection in a timely manner, you lose the right. And when it comes to your law firm marketing, if you don’t just do it (publish), you lose your standing to complain that blogging doesn’t work for you.

As he notes, attorneys get “analysis paralysis” about publishing to their blogs. What do I write about? How long should my posts be? How often do I publish?

If you haven’t started blogging, you’re struggling to blog, or not sure why you should, here are some common blog questions and resources you may find helpful to do effective blogging.

Who is going to read a law firm blog?

Your potential clients and referral sources will.

When attorneys understand how potential clients use the internet to find law firms, the importance of blogging becomes more obvious. Your potential clients use the internet to research their case or problem. They’re looking for answers to the questions that they have. When attorneys use their law firm blogs to address those questions on a regular basis, they are more likely to connect with qualified potential clients who find their blog in search results.

For a content-based approach like blogging to work, attorneys should have a solid content strategy in place.

Relevant Blog Post:

Why do I need to blog (and publish new content often)?

A good blog can accomplish lots of different things. They can help attorneys stay relevant, demonstrate your unique value, and serve as a valuable asset for your law firm. But more than all of that, a good blog helps attorneys connect and build relationships with potential clients.

Publishing content frequently sends a message to your potential clients that you’re actively engaged with your practice and that you care about providing them with valuable information. Publishing often signals to search engines that they should regularly index your content. The more information you add, the more information search engines have to provide your potential clients.

Relevant Blog Post:

What should I publish on my law firm blog?

Writing what others have written before doesn’t add anything new to the conversation and won’t increase the likelihood that a potential client finds and connects with you.

Make sure that what you write on your law firm’s blog has purpose for your potential clients. Are they going to learn something they didn’t know before? Does the content include actionable items? Make sure that what you write addresses the concerns they have and provide them with a benefit.

If you discuss a current event in a blog, don’t repeat the news story alone. Add your unique perspective to the story and begin an engaging discussion about the topic. Make sure you don’t diminish the value of your post by giving it a dull title.

Relevant Blog Posts:

(Or, what shouldn’t I blog about?)

Refer back to the third mistake (“Attorneys blog about stupid things.”) featured in Dan’s blog post.

Where do potential clients go once they’ve read my blog post?

Your potential clients may want to read lots of content you’ve written before they decide to contact your firm. If you’ve written a blog on one topic, you may want to include internal links to other relevant resources within your blog or law firm website.

Having an integrated blog can be a benefit to your potential clients as integrated blogs can reduce confusion about where a potential client needs to go if they want to contact your firm.

Aside from asking where a potential client might go after they read your blog, consider the various ways they might find your blog in the first place. They may find your blog through search engine results, but your law firm may also benefit by sharing links to those posts on social media. Adding links to new blog posts in your law firm’s newsletter is another good way to drive traffic to your law firm’s website. (And, if your blog content is particularly shareable, someone else may share that content with a potential client.)

Relevant Blog Posts:

When do I find time to publish law firm blog posts?

Developing a solid content plan and strategy is a good way to make sure that you know what you’ll write and when you’ll write it. And, the more you blog, the better you get at it. When you’re crunched for time, some of the best strategies include writing down your blog post ideas often and developing small outlines before you start. If you’re still short on time, you can have someone else write your law firm website content.

Relevant Blog Post:

How long should my posts be?

There’s value in writing both short and long blog posts. But you shouldn’t write a short post because you believe it should be short, and you shouldn’t stretch a piece longer than it needs to be. Give your content the amount of space it deserves to properly explain or discuss something.

Read our post, “How Long Should Attorney Blog Posts Be?” to learn more.

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