Once you’ve committed yourself to managing your law firm’s blog or article outreach it can feel like a lot to take on at times. Here are a few guidelines as a starting point for writing your law firm blog posts and articles:
- Know what your audience wants. What do your clients typically ask or have questions about? These answers are great topics to use for blog posts, videos or social media posts. Full blocks of texts can be broken up into bullet points, images, and videos. This will add more value and interest to what is often considered a throwaway page.
- Consider the content grade level. Use the Hemingway app or Microsoft Word to check the level and match it with your audience. The average American reads between a 7th to 8th-grade level, so if this is your clientele make sure your writing matches that. You want to write for the people that will be reading your website, blog posts and bio. Clients don’t care about how prestigious you are unless that’s your legal persona. Potential clients want to learn what it’ll be like working with you as soon as they click on your website.
- Set aside specific time to write. Make sure you have a specific time each day or week where you write or record your posts to stay on track. In addition to the specific time, consider having a notebook by your side to write down article ideas for future writing.
- Keywords- know them, but don’t stuff them. Check your Google Adwords account, so see what people are searching for in your practice area. Instead of stuffing posts with those search terms, answer the question people are asking, so you can be an informative resource in addition to coming up for search results. Add your keywords to the post title or page title, if possible. This will tell Google that your page contains the information searchers are looking for, as long as you ensure the post or page actually does contain that information.
- Clear, concise and conversational. Write as if you are talking to directly to a client and get rid of extra words. As Stephen King says, don’t use long words when shorter ones will do. While I’m not going to tell you that posts have to be a certain length or number of words, it is usually recommended to have around 500 words in order to make it through Google’s Panda. Search engine experts are fairly split on the idea that blog posts or articles should be a certain length to rank higher. The idea behind length is that you want the content to be more relevant to search engine queries, so it may take 500+ words to get that relevance and be noticed by search engine crawlers. My take on this? I agree with this article on Search Engine Journal. As long as you answer the searcher’s question effectively, the post length is almost irrelevant.
This post on Enchanting Marketing has some clever ideas and put them into a funny format that I didn’t want to copy. That’s another suggestion: don’t copy articles from other people, but definitely cite sources and link to articles.
If you want help crafting a content marketing strategy, contact us. We’re always happy to have a conversation about what could work for you.