Despite the elegant use of semicolons in the latter two examples, all of the above statements are dated. Your content does not have to overflow with 90s pop culture references to be out of date; the predictions about the name and gender of Baby Sussex (now known as Archie) were trending as recently as last month. No matter where you click on the Internet, it is full of reminders that the world changes quickly, and your law firm’s website is no exception. Your choices are to follow the trends, which requires constant research, to rise above them by writing evergreen content, or to chart a middle course between the two.
Examples of Evergreen Content
Like its name suggests, evergreen content is blog content about subject matter that does not change quickly. When you write an evergreen blog post, statements you make in the present tense will still be accurate in a year or more. These are some examples of evergreen blog posts for a law firm blog:
· An explanation of basic concepts or terms in your practice area (for example, the types of alimony in your state, the Constitutional rights of defendants, or the concepts of negligence and duty of care in a personal injury lawsuit)
· Frequently asked questions about a sub-topic of your practice area
· Posts about Supreme Court cases that set important precedents in your practice area (such as the Daubert standard, based on a 1993 ruling)
Readers search for evergreen content the way they used to consult reference books in the pre-Internet age.
In Praise of Deciduous Content
Not all interesting and useful information is unchanging; in the old days, people got as much information from newspapers as from reference books. Publishing posts about current news related to your practice area is a sound blogging strategy. Crimes and criminal trials, celebrity divorce, and product liability frequently make the news headlines, so if your law firm deals with one of those practice areas (even if it is just regular people divorce, not celebrities), you might as well write about those news stories. If your blog posts contain insightful, readable analysis of the legal issues in the cases, people will still want to read them even when the news stories you reference are no longer current.
Legal Blog Writing
Whether or not your content is evergreen, readers will appreciate it if it is truthful and well-written. You can count on Law Blog Writers to create engaging, understandable content that will keep readers coming back for more.