law firm blogging workshop
TRANSCRIPT
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WHY WE BLOG
New, relevant content consistently being added to your website
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WHY WE BLOG
1. Shows Google that your site is active and contributing worthwhile information.
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WHY WE BLOG
2. Shows website visitors that you are active and knowledgable about the industry and the local community.
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WHY WE BLOG
3. Provides more authorship weight to site.
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WHY WE BLOG
3. But, Author Rank still exists• Google looks at bylines• If credited author also has many
other articles/posts that have gained attention, could rank your post higher
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WHY WE BLOG
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AUDIENCE
NOT WRITING for
OTHER LAWYERS
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AUDIENCE
Your audience is the general public—people not familiar with the legal industry.
Write in simple terms:• Keep legal jargon to a minimum• Write in an easily digestible format• Think as if you were explaining
something to a client you had just met
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STEP 1: RESEARCH
But what am I supposed to write about?
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STEP 1: RESEARCH
Write about topics in the news by:
1. Commenting on a case or story that is making headlines
2. Giving your perspective on a trending topic
3. Localize a national story
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STEP 1: RESEARCH
Curated Content
1) Research on Google3) Always Source4) Add Content (>80%)
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STEP 1: RESEARCHUse Google Alerts, New York Times, CNN, and Twitter Trends to see what people are
talking about.
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STEP 1: RESEARCHUse Google Alerts and Twitter Trends to see what people are talking about.
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STEP 1: RESEARCHWhat questions do clients commonly ask you?
WRITE DOWN 3 QUESTIONS THAT CLIENTS COMMONLY ASK YOU
Write a blog that answers each of these questions.
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STEP 1: RESEARCH
Local ideas• Your favorite Colorado Springs
restaurant• An upcoming Colorado Springs event• Sponsoring a local team• Talk about local volunteer or charity
opportunities• Best place in Colorado Springs to…?
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STEP 2: WRITE
Use:• Keywords (personal injury, car
accidents, Colorado Springs lawyer)
• Long-tail keywords (hurt in car accident in Colorado Springs, Colorado brain injury laws)
• Common terminology
Don’t Use:• Spammy techniques (Colorado
Springs personal injury attorney serving Colorado Spring residents hurt in Colorado Springs car accidents.)
• Legal jargon
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STEP 2: WRITE
Think about your title.Use keywords and be creative.
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STEP 2: WRITE
Titles that work:
• Numbered lists: “5 Things to Know about Ski Injuries in Colorado Springs”
• How to: “What to Do after a Car Accident in Colorado Springs”
• Provocative questions “Hurt in a Car Accident—While High. Now What?”
Creating Content
Length Of Post
1,000+ words
Step 3: Publish
Schedule posts to publish periodically…not all at once.
Step 3: Publish
GET SOCIAL
