If your organization was not blogging regularly – or if you haven’t yet got round to starting your own blog – here are five reasons why that should change this season:
Position yourself as a business leader. Most legal representatives understand that possible clients do their research online and an online occurrence can increase their visibility. But maybe even more important is the reputation you can build among other lawyers, who are among your very best sources of recommendations.
Unless you blog, others will. It’s fairly simple: if you are not obvious online and your competition is churning out regular changes, then there’s a business risk. Existing and possible clients who read thought control items that resonate with them can be highly susceptible to poaching by the authors of these pieces. That is competitive writing.
Practice increases your writing strategy. Not every research needs to be 30 webpages of legalese. Short blogs written in a conversational style may seem to be extremely familiar or casual, however they are easier for clients to absorb and writing them offers you the possibility to explore issues from the client’s point of view. Many legal bloggers find writing a satisfying creative outlet and it’s really always gratifying to talk about your knowledge with a receptive audience. Although it might at first feel awkward to write in a conversational style, you’ll soon get used to it and may even find that you write faster doing this. Here’s a idea for overcoming writer’s block: check out what other companies are covering in their websites and provide your own unique undertake the same issues.
Reach the audience you value – if you are willing to reach a specific audience, such as in-house counsel, consider partnering with a legal aggregator. Lexology, for example, can be used by more than 600 firms to syndicate their content to over 300,000 recorded mature in-house counsel, lawyer partners and beyond. Lexology has partnerships with over 100 organizations, like the Association of Commercial Counsel (ACC), which ensure that content grows to senior commercial counsel users through their own-branded Newsstand e-mail. The Talk about of Digital and Content Marketing Survey, stated in 2015 by Greentarget and Zeughauser Group, discovered that 40% of in-house counsel regarded the content released on aggregators such as Lexology and JD Supra as “very credible”. Only 26% said the same of content released on LinkedIn, while only 6% said the same of content viewed on a firm’s own website and popular law blogs on the internet
Increase earnings. Whether you are building the firm’s brand worldwide or developing a new practice focused on a particular market, blogging has great prospect of increasing earnings. But remember that this is a long-term strategy. Compared to that end, you should strategy your ROI to be able to start to see the value of committing time, energy and money in this exercise. If you’re looking for data that will help with this, establishing a Google Analytics account is a superb start. However, you can gain more deeply insights by using an aggregator such as Lexology, gives you access to its live analytics. This data may also help to generate leads through article and company intellect reports generated from your articles. You can even use information about subject matter performance and readership to recruit more bloggers at the firm.
It’s really worth your time to blog regularly. The year is still young: take action now. Devise your own content intend to write more often on a every month or even each week basis, and make sure your organization is not left out in the info age.