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Being quiet, knowledgeable and tactful makes you a good lawyer, but it does not help yo

u compete for attention with everyone else out there willing to make fools of themselves or pick fights with anyone and everyone for the sake of 15 minutes of fame. This was true when you were on the high school debate team by day and burning CDs to trade with your friends by night, and it is true now that you are a lawyer and everyone else is making a tremendous fuss about everything and nothing. You must promote your law firm in an increasingly competitive and noisy environment. When you seek content marketing advice, it tends to be about how to shout the loudest, bombarding your audience with provocative videos that blast through their earbuds on their commute to work or greet them with impatient notifications on the lock screens of their phones when they wake up in the morning. Adorning your website with videos of marmosets on unicycles will not make people more likely to contact your law firm, but you can still write engaging legal blog content that will make your law firm stand out from the crowd.


Being a Lawyer Is a Creative Profession


You use creativity every day in your work as a lawyer. You might not be painting or composing music, but you are thinking on your feet to offer individualized solutions for your clients, based on your knowledge of the law. You should share that knowledge with prospective clients in the form of blog posts. Framing your blog posts as advice instead of information will make them seem more personal, and when readers see what on-the-mark advice you can give without knowing their specific situations, they will want to contact you when they need your guidance about things that you can only decide after talking to each client about his or her case.


Focus on the Law Firm Client Version of the Sales Funnel, Not on SEO


Blog posts that give general information about an aspect of your practice area (such as a specific law or a specific legal process with which you can help clients) are excellent for SEO. They contain many keywords relevant to your practice area, and they let Google know that your site is a source of credible information about your practice area. In many industries, content writers focus on tailoring content to various parts of the sales funnel, that is, how sure that the reader is about making a purchase in the near future. While you are not in the sales business, you can tailor some of your advice blog posts to clients who just want to know about the laws (“How Does Equitable Distribution Work?”), some to people who have a legal problem that you can solve (“How to Have and Amicable Divorce”), and some to people who have probably already involved lawyers and courts in their situations (“How to Modify a Child Support Order”).


Or You Can Let Truly Interesting People Write Your Blog Posts


The professional legal content writers at Law Blog Writers can use their boundless creativity and insight into the human condition to create blog posts that will resonate with your target audience.


In the midst of the Great Resignation, a lot of people are starting to feel that their jobs are pointless. You know that your work is providing some value to someone if you can easily explain to someone else what you do during your work day. When it is as simple as “I drive a bus,” “I fry eggs,” or “I repair woodwind instruments,” you know that you are not a mere bureaucrat in a sea of cubicles. Teachers never feel that they don’t have enough to do, but no matter the age of their students, teachers often feel, rightfully so, that they do not get paid enough. As a result, many teachers have second jobs during the hours when school is not in session. Freelance writing is a popular source of additional income for teachers, since they can work on it from almost anywhere. If you are thinking of outsourcing your legal blog content to professional writers, teachers might be a good choice.


Teaching and Content Writing Require Similar Skill Sets


According to Eric Walker, who has worked both as a teacher and as a professional content writer, these are some ways that teachers can apply some of the skills they have developed in the classroom for successful web content:


· Content writing requires you to develop short-term and long-term plans and work toward them simultaneously; so does teaching.


· Both teaching and content writing require you to know your audience and to respond to them in real time. Too much web content is no more informative than those unsuccessful teachers who simply read from canned lectures provided by the textbook publishers.


· Successful teachers and successful writers can learn new information quickly and adapt it to the appropriate audience.


· The best teachers, like the best writers, are always refining their technique. Even if your class went perfectly this year, you will still do it a little bit differently next year.


Lawyers Make Good Writers, Too


Of course, most of the skills of successful teachers and successful content writers are also applicable to the legal profession. Lawyers must also explain complex material to a variety of audiences and respond quickly and appropriately to challenging questions. Many lawyers considered going into the teaching profession, and some have even taught classes; in many cases, the decision to choose the courtroom over the classroom was a financial one. If you have any free time in your schedule to write blog content, then you should do it, because you know your law firm’s client base better than anyone else does. Of course, the legal profession is famous for taking up every moment of your time, so outsourcing your blog content could be the most time-efficient choice.


And Then There Are the Writers Whose Only Job Is to Write Law Firm Content


The professional legal content writers at Law Blog Writers can use their talents for adapting to audience response and their ability to make short-term and long-term plans simultaneously to implement and adapt your law firm’s content marketing strategy.



Examples of the most egregiously awkward and tone-deaf writing that natural language processing (NLP) bots can produce make for effective clickbait, but they do not do a very good job of showing how artificial intelligence is and is not useful for writing website content for law firms and other kinds of businesses. The fact that bots can be creepier than Kafka does not tell you much about how well the bot can write understandable blog posts about car accident injury claims. A recent article by Robert Marshall describes the functions of a content writing software called ContentBot and its applications and limitations for writing various types of online content. Whether you decide to write your own legal blog content or entrust the task to bots or to professional human writers is your decision.


How ContentBot Works


ContentBot uses GPT-3 technology. GPT stands for Generative Pre-Trained Transformer. Like other NLP software, it quickly reads a large corpus of texts and remixes them in order to generate the content you ask it to write. It has a feature where it can write an entire first draft of a blog post (or content page, FAQ page, or whatever other text you are asking it to write), as well as one where it can simply suggest titles and subheadings. Marshall shows a screenshot where you can ask ContentBot to draft content, rephrase existing content, or generate topics.


The Pros and Cons of ContentBot


According to Marshall, ContentBot is very effective at writing product descriptions and other texts that do not require subjective experience. He also recommends it for revising human-written content to make it more SEO friendly. He advises that, like other content-writing bots, ContentBot works better the more thoroughly you communicate with it. In other words, if your instructions are sufficiently detailed, ContentBot will rise to the challenge. Perhaps this is another way of saying that, no matter what, you have to do the thinking yourself, but some people find it helpful to communicate their thoughts to a bot instead of simply to themselves.


Since ContentBot uses GPT-3, its frame of reference only goes as recently as 2019. This means that, if you ask it to write about a pandemic, it will assume that you mean the bubonic plague, not COVID. Although Marshall does not directly address law firms, the time-limited corpus could be an obstacle for law firms, since new legislation and court decisions form an important part of blog content for law firms. By this logic, it is probably more useful for generating evergreen content and guest posts than it is for creating blog posts about recent developments in your practice area.


If You Can Communicate With Bots, You Can Communicate With Humans


The professional legal content writers at Law Blog Writers can use their up-to-date knowledge to compose readable, factually accurate blog content, with or without the help of natural language processing bots.