mastermind webinar · 3/11/2020  · blog length and publication frequency how long should a law...

Mastermind Webinar:Exclusively For LawLytics Members

We’ll get started at 11am Pacific Time.

March 11, 2020

For LawLytics Members Only

Giving your firm the advantage of access to information, insights, strategies, and advances not available to non-members.

Presenters

Director of Communications

VICTORIA BLUTEAttorney & CEO

DAN JAFFE

Today

❏ An in-depth look at law firm blogging:

❏ Basic blogging strategy

❏ Topic selection

❏ How long should your blogs be?

❏ Blogging mistakes to avoid

❏ Q&A and suggestions

Why Should You Publish Blogs?

● Declare your stance and opinions

● Become an influencer of people

● Attract followers

● Amplify the rest of the content on your law firm’s website

How Are Blogs Different from the Rest of My Content?

● Example metaphor: A static monument versus a moving river...

● Capture a variety of terms not otherwise addressed in your evergreen pages

● Evergreen pages generally contain information that’s relevant for a long time; Blog posts generally cover more immediate topics.

● The importance of publishing regularly

Adding to the Online Conversation

● When blogs are written the right way, they add to the online conversation

● Helps demonstrate your personality and voice to PNCs

● Sets you apart from your competition

● Can encourage media and influencers to seek you out

Blog Post Topic Selection

● Remember who your audience is and who you’re writing for

● Stories in the news

● Proposed legislation

● Commonly asked questions

Blog Length and Publication Frequency

● How long should a law firm blog post be?

○ Long posts vs. short posts

● How often should I publish new blog posts?

● The more you participate in your blog, the more it becomes a habit.

● “It’s not a brief, it’s a blog.”

Blogging Strategy for Attorneys

● No one-size-fits-all strategy, but there are some general guidelines that make sense for most firms

● Guiding principle:

For every blog post you write, it’s a good idea to have at least one relevant practice area page to link to.

● Brand new website with few pages vs. a website with many pages

● Some potential exceptions for taking an aggressive blogging strategy off the bat

Common Blogging Mistakes to Avoid

● Hiring someone who doesn’t understand the purpose of a law firm blog

● Regurgitating news stories

● Failing to add analysis

● Forgetting who you’re writing for (your potential clients/referral sources)

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