How often you should publish a blog post depends on your readers. The rule of thumb is that you should post enough blog posts to keep your readers interested, informed, and aware that you are up to speed in your chosen field of law.
If you law blog goes stale, it may give the impression that you are not up to date or do not have anything to write about. Since your blog can drive new or reoccurring business, and improve your law firm website ranking, make sure it stays fresh and relevant.
Give your blog the attention it deserves, the public may not understand you are simply too busy being a lawyer.
To be most effective, your legal blogging strategy should consist of a range of blog writing styles.
Blogs improve website ranking
Some blogs are meant to be quick and easy to read. These basic blog posts inform the reader on broad legal topics or answers to general legal questions. It helps your law website stay relevant, as well as give your visitors something to read when they land on it. Basic blog posts, also referred to as filler posts, should be posted regularly.
Blogs educate potential clients
Other blogs require more of a time commitment to read. These advanced blog posts educate clients on particular legal issues or problems, and require more of an effort to create. Be selective when writing such blogs. Pull a reader in so they want to set aside time to read it.
Have your marketing team identify how potential clients seek your services.
Armed with that knowledge, create advanced blog posts based on potential sure-wins. It is possible to identify “low hanging fruit” keywords just by analyzing your data. In reality you will not be able to identify those keyword winners until you have enough data to analyze. Be patient, but do not drag your feet.
Analyze your data
When you optimize your back end data to discover keywords or phrases, it provides you with a potential effective, low-cost opportunity to drive very specific types of clients your way.
The trick is to properly sprinkle these search queries throughout your content writing, which is why blogging is so important. Where it does not make sense to optimize your web pages or create landing pages, incorporate those topics into a blog, then distribute and cultivate it.
A blog is a powerful tool to implement what you learned from analyzing your back-end data, use it!
Some blog posts are very specific
Certain types of blogs are written, as close to real time as possible, in a formal or technical manner as it relates to fresh or unique legal matters.
These blogs may be time sensitive due to a breakthrough in an investigation, recent lawsuit filed (i.e. class action, mass torts), law change, manufacturer recall, and so on.
They should provide identifying information such as:
- index number,
- case party names,
- patent number,
- product name,
- et cetera.
The likelihood of conversions is high as the client is much more targeted. Often requires immediate attention as the competition may be intense since landing such a qualified client essentially guarantees a payout.
Produce information-specific blog posts for when it counts. Take steps to distribute across a range of online platforms. Follow up with engagement and other content strategies – have the blog post stick to as many external sources as possible.
Diversify your blog posts
Potential clients search for legal services in many different ways. Some of the best clients are unaware that they even need a lawyer.
A blog post can be a means of informing a potential client that they may need a lawyer in the first place.
Bottom line, diversify your blog posts so you show up for different online search results, for the same legal service, continuously. We suggest scheduled posts that are basic and advanced, as well as unscheduled posts geared towards a specific business opportunity.
Rather than focus on the quantity, focus on the quality and create different levels of blog posts. Populate your blog with a variety of posts, and take steps to improve the impact each family of blog posts has on your overall legal marketing efforts.
Take notes, be creative, check your data, and adapt if necessary!