How Does Your Law Firm Blog Solve Your Client’s Problem?

You’ve heard all the reasons your law firm needs a blog:

1. Content is king.

2. Blogging is a cost-effective way to attract new clients.

3. SEO will help you rank higher.

4. Blogging demonstrates expertise and builds authority and trust.

5. Create content for social media and sharing.

But what’s the point of having a blog if it doesn’t matter to potential clients?

A blog isn’t just for rank and online visibility, and having a blog post won’t necessarily drive new, targeted visitors to your website and get new leads for your law firm. Your law firm blog should solve your potential client’s problem by sharing useful, relevant information that matters to your ideal client.

Recently, a client asked why I recommended a specific blog topic. I was newsjacking: there was an important, high-profile news story about a problem happening to potentially thousands of individuals related to a legal service that my client provides, - so it was relevant and timely. Plus, by hiring an experienced lawyer, these individuals could have avoided their legal problems.

“Newsjacking is the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.”
- David Meerman Scott

So, by newsjacking the story, the client got a lot of relevant, new visitors who were concerned about this specific legal problem to visit their website. When you’re newsjacking:

• timing is vital - you have to act quickly before the headlines die

• the blog has to be relevant to your target audience

• you need to carefully twist the headline to make the story about YOU - without turning off readers

What’s Your Law Firm’s Blog Strategy?

I heard a great example of a creative, successful law firm blog strategy on the Legally Contented podcast. A small midwest law firm started blogging about 10 years ago on news and analysis affecting small government contractors - NOT news about their law firm or their specific legal services. Here’s what happened:

• small contractors started finding and reading the blog to get information about their industry

• contractors contacted the small law firm with questions about their legal problems with the government, even though this law firm was 1000 miles away from Washington, D.C.

• small government contractors began hiring the law firm based on the expertise and understanding they demonstrated in blogs

• a federal employee told the law firm their blog is the best source for news about small federal contracts

• today, the law firm gets new clients from the blogs on a weekly basis

How To Determine Your Law Firm’s Blog Niche and Strategy

Determining your law firm's blog strategy and niche involves careful consideration of your target audience, practice areas and your firm's unique value proposition. Here are some steps to help you develop an effective blog strategy:

1. Identify Your Target Audience:
   Determine the specific demographic, industry or group of individuals you want to reach with your blog. Create client avatars. Consider the legal needs and interests of your potential clients. Understanding your target audience will guide your content creation and help you tailor your messaging to resonate with them.

2. Assess Your Practice Areas:
   Evaluate the areas of law in which your firm specializes. Identify the practice areas that are in high demand or align with your firm's expertise and strengths. These areas will serve as the foundation for your blog's content.

3. Research Keywords and Trends:
   Conduct keyword research to identify the search terms and phrases that potential clients are using when seeking legal information online. This research will help you determine which topics and keywords to focus on in your blog posts. Stay updated on current legal trends, changes in legislation and emerging issues to ensure your content remains relevant and timely.

4. Determine Your Unique Value Proposition:
   Consider what sets your law firm apart from competitors. Define your unique selling points and how you can provide value to your clients through your blog. This could be your experience, specialized knowledge, or a specific approach to solving legal problems. Your unique value proposition will shape the tone and direction of your blog content.

5. Create an Editorial Calendar:
   Develop a schedule and plan for your blog posts. Determine how frequently you will publish content and establish a consistent publishing schedule. Create an editorial calendar that outlines the topics, keywords and dates for each blog post. This will help you stay organized and ensure a steady flow of content.

6. Mix Educational and Promotional Content:
   Strike a balance between informative, educational content and promotional content. While it's essential to provide valuable information to your readers, you can also use the blog to highlight your firm's achievements, notable case results or unique services. However, avoid excessive self-promotion, as it may deter readers.

7. Monitor and Measure Results:
   Use website analytics and tracking tools to monitor the performance of your blog. Track metrics such as traffic, engagement and conversion rates to assess the effectiveness of your content strategy. Analyze which topics or types of posts are resonating with your audience and adjust your strategy accordingly.

Remember, developing a niche for your blog can differentiate your law firm and establish you as an authority in a specific area of law. By focusing on a particular industry, subfield or unique legal issue, you can attract a targeted audience and position your firm as the go-to resource for those specific legal matters.

Do you need a blog strategy?

We can help.

Our Services

At SEO My Law Firm, we offer blog strategy and writing services to help law firms achieve their online visibility and marketing goals - and get more leads! We provide custom solutions tailored to each client’s needs so that you can be sure your goals will be met.

We pride ourselves on providing superior customer service and always delivering on our promises. Our team of professionals is committed to helping you reach your objectives in an efficient and cost-effective manner. Contact us today for a free consultation and let us help you create the perfect content marketing strategy for your law firm.