Running a lawyer’s brand blog requires time and effort, and some attorneys choose to hire marketing services to maintain the content. The goal of blogging is to establish a lawyer as a thought leader, share timely updates, and develop a body of copy that prospective legal consumers will find valuable. A successful blog will provide the lawyer with exposure in a way that other marketing materials simply cannot. Here are three strategies for establishing your brand blog:
Create a clear title
One of the most important aspects of a brand blog is the content. Content must be clear and easy to read, as the readability of your blog content will determine how well it will perform in SEO for lawyers. Without a clear title, a reader will lose interest in your blog and move on to another page. Unless you thoroughly research your keywords, you will be unable to maximize the visibility of your blog.
The first step is to identify your target audience. What type of cases do you prefer? Are you interested in areas of law that are underserved or untapped? Once you have identified your target audience, start creating content around them. Don’t forget to refresh old posts, too, so that they remain fresh in your readers’ minds. Google Analytics is essential for tracking your results. You can also use Google Analytics to measure the success of your blog content, and track which posts are most popular.
Write in plain language
Using plain language in your online presence is a great way to differentiate yourself from your competitors. The purpose of plain language is to use wording that is easy to understand by anyone, regardless of their educational background or professional experience. The length and complexity of your sentences, as well as how you organize your thoughts, should be easy to understand by readers. The objective is to use words that are easy to understand and free from jargon.
While using plain language may seem like a simple idea, it can be tricky to master it. Many people make assumptions based on the wording you use. Legalese, for example, can cause your audience to think you are disinterested or pompous. In reality, using plain language in your content can help establish you as a trusted advisor and build your brand as a trusted advisor.
Create evergreen content
As a business attorney, you can create evergreen content for your brand blog by focusing on your clients. While a broad approach to evergreen content can frighten off casual readers, a more targeted approach can help you stand out from the competition. You can write about a single client or practice area and then republish updated content to offer your readers more value. This strategy also works well for blog posts containing updated content, such as webinars.
When creating content for your brand blog, you should focus on providing useful and valuable information to your readers. Think about the information that Wikipedia provides. Many people turn to Wikipedia pages for information on nearly every subject, and the information they find is rich and timeless. Wikipedia is so popular, it has been ranked among the top 10 websites in the world for many years and is frequently listed as the first or second result on Google.
Promote your blog on social media
Besides writing articles for your own blog, you can also use social media to promote your lawyer’s brand. Social media is a growing part of online promotion. Social sharing buttons help you drive traffic to your blog. Moreover, users can share your posts on Facebook, Twitter, and other social media sites. This way, you can increase the number of followers and website visitors. To make the most of social media, here are some useful tips:
First, make sure to use videos in your posts. Videos make your content more readable and allow you to inject personality into it. Unlike other forms of content, videos also appeal to a larger audience. Videos can teach complex legal concepts, tell interesting stories, discuss trending topics, or provide valuable insights. Even an interview with a thought leader in the field may attract new viewers. Make sure to follow relevant lawyers on social media to keep your brand top of mind.