Half of all lawyers have gotten at least one new client because of something they posted on their law firm blog.
But only one in three firms even has a blog – and most of those are inactive, uninteresting or woefully outdated.
Fifty-six percent of firms with blogs say they publish new content once a month, according to an ABA survey, while 21 percent have stopped posting altogether. Only six percent post daily.
If your firm is blogless or blog-deficient, you may be missing a golden marketing opportunity.
“Your goal should be to publish content that no one can get anywhere else,” writes Pamela Bump for HubSpot. “This type of content could include original research, quotes, expert-written posts, images, and videos.”
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3 Types of Powerful Blogposts
There are lots of reasons for you to blog: to share important news, to promote your practice, to educate your audience, to generate referrals – or just because you enjoy writing.
Regardless of the reason, one goal is to get others to link to your posts on their own blogs and websites (ie, backlinking). Here are 3 types of posts that are most likely to generate backlinks
Powerful Post #1: One that tells a compelling story based on verifiable data. If you run across an interesting fact or statistic you think your readers might like, don’t just throw it on your blog and link to the original source. Instead, write a few paragraphs about why it’s relevant to your audience. “People use data to make decisions, inspire their own content, and learn more about their industry,” writes Bump. “So when you publish original data, it’s not shocking to think that other sites might be interested in sharing your research by citing, quoting, or directly linking to it.”
An example: How COVID-19 Is Impacting Sales and Marketing Performance.
Powerful Post #2: One that establishes you as a thought leader or expert in your area. Not confident you have sufficient bona fides to expound on a certain topic? No problem. Locate an expert online and ask them to submit a guest post for your blog. Or ask if you can republish one of their posts on your blog (make sure you provide attribution and links to the original source).
An example: How HubSpot Academy Grew YouTube Subscribers by 450% in 17 Months.
Powerful Post #3: One that is an Ultimate Guide. “Once we’ve written heavily about a topic, we’ll compile all the data, information, tips, and advice our writers have collected into Ultimate Guides,” writes Bump. “These long-form posts, which each include internal links to a handful of other blog posts on our website, aren’t just beneficial to SEO and direct traffic. They also can pull in solid backlinks.”
An example: The Ultimate Guide to Instagram Marketing.
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