For about a decade now, law firms have been using their blogs to attract high-quality clients. In November 2015, Greentarget, a communications firm, conducted their fifth annual survey, along with Zeughauser consulting firm, bringing up some questions regarding law blogs and how content is viewed, created, and strategized. Their fifth annual survey revealed some interesting results. (You can download an Executive Summary of the survey here. The full survey costs $300.)
Here is a quick rundown of some of the findings of the survey:
· In-house lawyers exhibited 84% trust in law blogs.
· More than half of the lawyers surveyed said that a firm with a prominent blog would entice clients to hire than a firm without one.
· Daily readership seemed to be decreasing since 2010, but readership that was weekly and monthly was increasing. This could mean that quantity of blog posts is not as important as quality of the blog posts.
· 58 percent of lawyers that participated in the survey said their law firms had a strategy for their content, but only 13 percent said that strategy was documented.
· Respondents felt like practice newsletters and the traditional client alerts were more valuable than law-firm generated content, like blogs. In fact, only 35 percent of respondent felt like blogs were a valuable form of content.
· Regarding professional use, mainstream social platforms like Facebook, Twitter, and YouTube continued to gain ground, with LinkedIn at the top of the list. 68 percent of respondents said they used LinkedIn for professional use within the past week.
Why Aren’t Law Firms Using Documented Content Marketing Strategies?
Let’s talk about a couple of key points here. First of all, when it comes to business-to-business marketing, companies that have documented content strategies typically produce better results than those who do not. This is a fact. So, why are only a little over half of law firms coming up with strategies – and why are only 13 percent of law firms actually using content marketing strategies? Are law firms simply not valuing documented content marketing strategies as high as they should? Most likely.
Quality Over Quantity
Another important point to discuss is the quality over quantity issue. Generally speaking, the more blog posts you publish, the more traffic your blog will get. Hubspot found that there was a relevance between the amount of blog posts published, the amount of employees, and the total amount of leads for B2B companies. However, we would not recommend publishing hundreds of blog posts every month. That is too much content for your audience to ingest. In fact, law blogs should focus on quality over quantity and ensure that every blog posts that is published on the blog is relevant and up-to-date, as well as interesting for the audience you want to reach.
While lawyers and law firms are in perfect positions to produce self-written and published content that is compelling and appealing to intellectuals, as well as potential clients, here at Law Blog Writers, we can take that task over for you if it has become a chore. We provide quality content at the quantities that you request, so if you want to increase the volume that you are publishing, we can help you with that. We can also help you with a content strategy, if that is something you need. Contact us today so that we can discuss your content needs.