If you’re stuck for where to start when it comes to blogging, you aren’t alone. It’s common for lawyers to jump headfirst into blogging and run out of steam after a few posts, but it’s just as common to have the best intentions and no idea where to begin.
The best thing to do is to consider your audience. Obviously, an estate planning attorney targets a different client than a criminal attorney. Despite their difference, though, both types of clients are searching for advice.
The problem is legal advice is everywhere online. Google any common legal question and you’ll get pages and pages of what you should do and why you should do it. Blogging about these topics isn’t going to do much for you search engine-wise, and unless you’ve already established yourself as an online authority, most people don’t care what you have to say about something that’s already been talked about over and over.
Know the Type of Content to Avoid
So how can knowing the five most popular types of blog posts help you?
It’s going to show you what to avoid. Saying the same old thing about the same old thing is boring and it does nothing to make your firm stand out.
It’ll also give you a jumping off point for creating a blog post that is interesting.
After all, there’s no need to re-invent the wheel.
Instead of wracking your brain for completely new topics to blog about – and let’s be honest, there really isn’t anything completely new at this point – take an old standby and put your own spin on it. This works for lawyers just starting to grow a blog, as well as seasoned ones who are stuck for something to say.
Take this popular post for instance:
Why You Need a Lawyer
Search any legal blog and you are bound to find a least one (or three dozen) “Why You Need a Lawyer … to Help Write a Will… before You Speak to Law Enforcement… to Write a Pre-nup… before You Buy a House…”
How can you put your own spin on this type of post? Simple. Think about your particular field of law. Then narrow what you have to say down to what you bring to the table. That same old boring post is a chance to showcase what you do best.
Another popular type of post is Choosing a Lawyer. Most posts like this talk about a few general tips for interviewing a lawyer and provide a few questions to ask during a consultation. But what if you spin it so a client begins to think about why he or she should choose you, specifically? Popular, over-done posts are a great way to pre-qualify yourself. You aren’t breaking ground by sharing any new legal advice, you’re simply using a done-before format to explain why you’re the best at what you do.
How can you use a Choosing a Lawyer post in a new way? How about this:
Tips for Choosing a Lawyer
• Choose a lawyer that has dealt with cases like yours (and then give one or more examples of cases you’ve handled that are examples of this)
• Choose a lawyer comfortable communicating in the way you feel comfortable communicating (and then give examples of how your firm communicates… weekly email updates, monthly meetings, etc.)
• Choose a lawyer with resources you need or experience dealing with the local court system (again, qualify yourself with examples of your network or resources or talk about how you spend so much time in the whatever county family court)
You get the point.
What are a few other examples of overdone lawyer blog posts?
• Knowing Your Rights
• Why You Need an Attorney to Help You…
• Don’t Do…
• Prepare for Such and Such…
Plug in whatever pertains to your field of practice. Prepare for Marriage with a Pre-Nup. Why You Need an Attorney to Help You Write a Will. Don’t Ever Talk to Police without an Attorney Present. And so on.
Now, come up with how to spin the content so it highlights your strengths. It might take a little practice, but eventually you’ll be able to put together a blog post based on a very basic idea, but turn it into something special. Something that really showcases why you’re the best choice.
Want to know more or just feeling overwhelmed by having to do this every week? I can help. Send me an email and we can start brainstorming ideas for posts that will take your blog to the next level.