Maintaining a successful blog isn’t simple. Doing so requires undivided attention. Having a blog means that you’ll often find yourself preforming various tasks such as brainstorming new content, editing multiple drafts of potential posts, monitoring the traffic to your blog, and sharing blog entries across your firm’s social media. It’s imperative to understand the level of time and effort that goes into maintaining a successful blog.
That being said, it’s important to maintain your blog with high-quality content, not just weekly posts to meet a monthly content quota. Here are three helpful tips for avoiding meaningless blogging.
Keep Your Audience In Mind
The most important part of any blog is your audience. It is always helpful to keep potential claimants in mind. So, what does this mean? The content you generate must remain accessible and relevant to your intended audience. Each of your posts should be specifically tailored to the needs and understanding of those reading them.
For example, if you’re a personal injury attorney whose practice largely focuses on the representation of injured victims in automobile accidents, then you should construct a blog that reflects the needs and concerns of said victims. That being said, consider outlining the claims process. For instance, explain how long it typically takes for an auto insurance claim to be approved, or how fault determination influences the strength of a claim. It is also best to employ a sympathetic tone whenever blogging about things such as damages and injuries.
Write About Your Own Expertise
You should always blog about your practice. It’s always easiest to write a blog when you're knowledgeable and passionate about the subject at hand. Doing so helps you create more engaging and meaningful blog entries and ensures that you never write anything that isn’t factual.
For example, if you’re a passionate Social Security disability attorney with over three decades of legal experience, then allow that knowledge and passion to shine through your blogging. If you post a blog entry about how your experiences helped hundreds of SSD claimants receive their benefits with a myriad of conditions, claimants will not only want to hire and retain you as their attorney, but they’ll also have a greater understanding and appreciation of your skill set.
Identify Top-Performing Posts
Identify top-performing blog posts and create new content ideas based on what’s yielding the most traffic or highest-quality clients. Recognizing which of your blog posts are performing well is extremely valuable when developing new approaches for the creation of future content. Once you’ve established a successful formula, it’s all a matter of replication from there on out.
For example, if you’re a workers’ compensation attorney with a successful blog post about the ins-and-outs of your state’s workers’ compensation system, then you should continue blogging about the internal workings of your state’s legal system and/or the general workers’ compensation process. Examples of unique content ideas could be separate posts on how long it takes for a workers’ compensation claim to be processed in your state, or what types of claims are commonly approved in your state. Ultimately, doing so enables you create a more coherent and cohesive blog.
Continuously working on maintaining a successful blog can feel like a very challenging feat, but it is always worth it in the end. Remember, a well-managed blog can yield dozens of high-quality clients for your firm!