In his final years, when cancer treatments had rendered him unable to speak, the film critic Roger Ebert continued to publish a blog. In one of his last entries, he responded to a reader who asked for his advice about pursuing a career in film criticism. Ebert, who died in 2013, said that the Internet made it possible for anyone to be a film critic; he advised the reader simply to write her ideas about films and publish them online, and that interested people would find them and read them. While some of his views on Internet writing now seem to belong to a bygone era (Ebert claimed that the troll population of the comments section of his blog was only a fraction of a percent), his observation that, thanks to the Internet, everyone is a published writer, is of significance to lawyers.
You are a good writer; you would not have made it this far in the legal profession if you were not. Of course, you only have so much time and energy to devote to writing. These are some ways you can enhance the quality and visibility of your blog, and best of all, they require you to write almost nothing.
1. Include Video Content
Kevin O’Keefe of LexBlog argues that videos, slideshows, and original graphics are even more powerful than traditional SEO keywords. People are more likely to share these types of content on social media. Kevin also finds numbered lists gimmicky, perhaps including this very blog post.
2. Publish Guest Posts
With guest-written blog posts, everyone wins. The writer of the original post gets a link back to his or her original blog and makes progress on his or her dream of achieving Internet visibility. Meanwhile, you, the overworked lawyer, get a well-researched, beautifully written post that it would have taken you many hours of work if you had tried to do it by yourself. Instead, you can spend that time on your own work as an attorney or on other worthwhile endeavors, such as reading the blog post about how Ebert fell in love with his wife Chaz, a former trial attorney, at first sight.
3. Let Law Blog Writers Do the Writing
Companies that provide content marketing services, including blog content, are a dime a dozen, and they vary greatly in quality. Some produce content that is barely comprehensible, but even the ones that can reliably supply clean copy that would be suitable for the blogs of most businesses cannot produce appropriate content for law firm blogs. Meanwhile, Law Blog Writers exclusively produces custom-written blog posts for law firms. The writers choose their topics based on your law firm’s practice areas and reference laws and court decisions from your state, rather than making algorithms and search engine optimization (SEO) fads their priority.
Law Blog Writers can supply your blog with relevant content as frequently as you wish, based on your guidelines. Contact Law Blog Writers to get accurate, readable content geared toward your prospective clients.
Including a blog on your law firm’s website is a search engine optimization (SEO) strategy that has proven itself effective time and again, and the more frequently you update your blog, the better. Still, it can be a challenge to keep thinking of interesting, relevant ideas for blog posts, especially when you are already busy with all the other responsibilities that come with being a lawyer and operating a law firm. Once you finish writing law blog posts about the most common questions that prospective clients have about your law firm’s practice area, it is easy to get writer’s block.
Many law firm blogs then resort to content that is repetitive or obviously promotional just to have something with which to update the blog every month or every week, but that is far from your only option. Writing about current events and news items means that you always have something to say, but posting about current events on your blog can backfire if you don’t do it right. Here are some of the pros and cons of addressing current events on your law firm’s blog.
PRO: You Can Ride the SEO Boost of Trending Topics.
When you write about a current news topic, you can ride the temporary SEO rankings boost as millions of users search for content on that topic. Still, you should relate the content to your law firm’s practice area. For example, if you practice family law, you can write about legal processes related to surrogacy. You can mention the legal steps of how Kanye West and Kim Kardashian came to be listed as the parents on their daughter Chicago’s birth certificate after her gestational surrogate gave birth to her. Not only will prospective gestational surrogates find your blog post, so will people who are just looking for some celebrity news.
CON: You Can Attract Trolls.
They say that you should avoid talking about politics and religion, and this is true in legal blog posts. Do not write about controversial current issues unless they relate to your law firm’s practice area. Even then, focus on the legal aspects and mention the current event only in passing. Writing about controversial topics can make you a target of vitriol and harassment, and it can alienate prospective clients who disagree with you about the issue.
CON: It Can Seem Gimmicky.
Readers can tell when businesses are pandering to them by writing about of-the-moment topics. Don’t write about a current event just to seem cool. Your job is to be a lawyer, not to be elected senior class president. Only write about current events when you have something informative to say about them.
Let Law Blog Writers Do the Writing
Of course, you could always entrust the task to Law Blog Writers, where a team of writers has experience determining which current news topics are appropriate for which law firm’s blog. Contact Law Blog Writers to get readable, professionally written content geared toward your prospective clients.