How to Get an Inexhaustible Supply of Law Firm Blog Post Ideas

Frequently updating your law firm’s blog is the gold standard of law firm website search engine optimization (SEO). You should add a new post to the blog on your law firm’s site at least once per month. Twice a month is even better, and every week is ideal. There is no such thing as adding too much content to your blog; at the very least, you will end up with a robust archive of blog posts that contains something for everyone. There is only one problem. Where do you get ideas for all those blog posts? Poking around on your competitors’ websites probably will not help. The best solution is to overhaul the way you think about blog posts, or else hire professional legal blog content writers.

Stay Focused on the Goal

In this regard, you, as the author of a law firm blog are in a strong position, because you already have a goal, namely to write monthly (or semimonthly or weekly) blog posts that will show prospective clients that you are knowledgeable about your practice area. According to Darius Foroux, you have already taken the crucial first step of knowing what you want to communicate and whom you want to reach with this message. You are less likely to get stuck staring at a blank Word document than, for example, someone who wants to write a novel but does not have a clear idea of who will read it. When you write blog posts for your law firm’s website, always imagine your clients reading them. Think of the questions your real-life clients have asked you and the things you say to them that they find interesting or reassuring; there are plenty of other readers out there who are in a similar position to your current and former clients.

Never Stop Learning

The easiest way to keep the blog post ideas flowing is to keep learning new information that your target audience will find useful or enjoyable to read about. This means reading about new developments in case law and legislation related to your practice area, as well as social phenomena and current events that affect your practice area. Every time you read the news headlines, think of what your clients would ask you about it. How will the eviction moratorium affect the value of the rental property belonging to a couple getting a divorce? What reasonable accommodations must employers provide for employees with long COVID? Is it distracted driving if someone is just getting used to the autonomous driving features in their new car? The “always learning” mindset will make you a successful law blogger as much as it makes you a successful lawyer.

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4 Content Marketing Bad Habits to Ditch in 2021

So, you are putting effort into your law firm’s content marketing strategy, but it is only helping so much. The solution is not to give up, especially not on your blog. Google likes to see that your blog has been around for a long time, that you have consistently been updating it, and that it keeps improving. Some bad habits and outdated strategies might be hindering the performance of your content marketing efforts, though. These are some common content marketing bad habits that could be stopping your legal blog content from giving you the best possible return on investment.

Looking for a Quick Fix

Clickbait and content marketing overlap to a large enough degree that a great deal of business blog content, even on law firm blogs, focuses on hacks and quick fixes. Of course, as a lawyer, you know that focusing on the fastest solution without looking at the big picture will backfire. If you steered your clients in this direction, it would get you lots of negative online reviews and maybe even a malpractice lawsuit. Don’t be fooled by marketing charlatans who tell you that a few simple tricks will take the place of a detailed and thoughtfully considered content marketing strategy.

Spending Lots of Resources on Content With a Short Shelf Life

Outdated content on a blog still has SEO value, as long as you keep updating the blog; think of it as the blog having a large and diverse archive. Despite this, you should not spend too much money and effort on content that is so specific to a certain time of year or current event that it is only relevant for a short time. In other words, don’t blow your budget on a content marketing campaign centered on Talk Like a Pirate Day or whatever reboot of an old movie is getting a theatrical release this month. Seasonal content has its place, but evergreen content gives you a better return on your investment.

Resistance to Change

Too many law firms make the mistake of only making minor changes to their content marketing strategy and expecting a big improvement in their return on investment. Blogs are great, but even the best blog cannot reach all of your prospective clients. You will also need to branch out into other channels, such as podcasts, YouTube video content, or Twitter, even if getting started on a new content marketing platform costs time and money.

Talking More Than You Listen

The best marketing content is rooted in your responses to things that clients have actually said to you and questions that they have actually asked. Clients can give you a better idea of what the most frequently asked questions about your practice area are than marketing consultants who charge premium rates can.

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Old Blog Posts on Your Law Firm’s Website: Classics or Clutter?

Even if you don’t buy into the hype about decluttering being the key to happiness, and even if, during the pandemic, you were so much in your element working at your cluttered dining room table that you were disappointed to go back to your presentable law office after getting vaccinated, dealing with clutter is a part of your job. When you study documents to present as evidence, you have to find small pieces of relevant information in the midst of reams of clutter. If you are an estate planning lawyer, you might even advise your clients to declutter their houses now, because if they leave the decluttering to their descendants, it might delay the estate sale of the house or lead to feuds over personal property.

When it comes to the blog on your law firm’s website, those old, gently worn blog posts cluttering the archive might be a good thing. Don’t think of legal blog content that you posted several years ago as clutter; think of it as classic web content that never goes out of style.

Do Your Old Posts Provide Value to Your Prospective Clients?

If the newest posts on your blog are from more than a year ago, this will not make a good impression on visitors to your site. You should add content to your blog at least once per month, but there is no need to delete your old posts after you add new ones; sometimes a gigantic blog archive is just what someone needs when they are up all night, worrying about their legal and financial problems. Besides, information about court decisions does not go out of date; a post you wrote in 2017 about a then-recent court decision may relate to a reader’s legal problem more directly than any of your more recent posts.

Some simple analytics can show you how much value your posts, old and new, provide to readers. Do people still click on your old posts? How much time do they spend on each post? In other words, do they read the posts all the way to the end? If people spend more time reading your old posts than your new ones, maybe you should start emulating the old you.

Google’s SEO Bots Appreciate Your Classic Blog Posts

Another reason not to delete your old blog posts is SEO. Google’s bots will take notice if you updated your blog this week, but they will be truly impressed if you have updated it every week for several years. Besides, the more posts on your blog, the more instances of each keyword your site contains, and the greater variety of keywords. In other words, your site has more surface area with which to catch search queries.

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