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Blogging for Profit and Notoriety: Observations and Strategies - BDI 5/9/13 Social Media Marketing for Law Firms Summit
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Blogging for Profit and Notoriety: Observations and Strategies - BDI 5/9/13 Social Media Marketing for Law Firms Summit

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Case Study: Blogging for Profit and Notoriety: Observations and Strategies …

Case Study: Blogging for Profit and Notoriety: Observations and Strategies
Blogging can lead to name recognition, establishing one as an expert and ultimately leading to client development. Like everything in life, there are steps that can and should be taken to pursue the path. Without clear goals you will just be wandering aimlessly, perhaps spending a lot of time but not engaging in any kind of activity that is likely to lead where you want it to go. That is why it is essential to think about who it is that you are writing for, what kind of writing you want to do to attract the audience you are looking for and what kind of content are you willing to put out.
Presented by: Gene Quinn, Patent Attorney and Founder, IPWatchdog.com

www.bdionline.com

Published in Business , Technology
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  • 1. A Guide to theBusiness of BloggingSocial Media Summit for Law FirmsBusiness Development Institute, May 9, 2013By Gene QuinnIPWatchdog.com
  • 2. Copyright 20092Getting Started with a PlanWhat are you hoping to achieve?Knowing the ultimate object will make it more likely to obtain success, however you define it.Who is your audience?Education level? Are they familiar with topics/concepts? Why are they reading/visiting?What viewpoint do you plan on providing?Digesting the facts + a little analysis and opinion = good informationWhat is your censorship plan?You absolutely need to self-censor! But what about obnoxious comments?1st2nd5th3rd4thWhat content will you provide?Analysis of cases? Critique legislation/rules? Strategies? MORE LATERHow will you establish yourself as an authority?Is it better to say you’re an expert or have the reader conclude it?6th6 critical questions to consider before you start blogging
  • 3. Copyright 20093Will you offend clients?
  • 4. Copyright 20094• Never post somethingwhen you are hotunder the collar.• Observe the 3 secondrule: if you have tothink more than 3seconds DON’T POST!• Talk to people youtrust about whether itis appropriate.• Reflect and considertoning down if there isconcern. The Internetis forever!• Make sure you arealways forwardingsome goal.• Be yourself, but pushthe envelope onlywhen it serves apurpose.Self CensorshipHave a plan in advance!
  • 5. Copyright 20095Time to WriteWhat questions do you get from clients repeatedly?Clients and potential clients have lots of questions, and they look for answers on the Internet.1st6 keys to finding a niche that you enjoy and can make relevant
  • 6. Copyright 20096Talk to prospective clients directly
  • 7. Copyright 20097Time to WriteWhat questions do you get from clients repeatedly?Clients and potential clients have lots of questions, and they look for answers on the Internet.Motions, memos of law, briefs, form letters, Office Action responses.Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE!1st2nd6 keys to finding a niche that you enjoy and can make relevant
  • 8. 8 Copyright 2009DON’T write like a lawyer!
  • 9. Copyright 20099Time to WriteWhat questions do you get from clients repeatedly?Clients and potential clients have lots of questions, and they look for answers on the Internet.Motions, memos of law, briefs, form letters, Office Action responses.Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE!1st2nd3rd Listen for fun and interesting things in the news.Can you somehow tie something topical into an article? Ride the news wave for traffic!6 keys to finding a niche that you enjoy and can make relevant
  • 10. 10 Copyright 2009Cloaking device patented
  • 11. Copyright 200911Time to WriteWhat questions do you get from clients repeatedly?Clients and potential clients have lots of questions, and they look for answers on the Internet.Motions, memos of law, briefs, form letters, Office Action responses.Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE!Writing to get clients requires ACTIONABLE INTELLIGENCEWishy-washy, down the middle, 2-handed, isn’t useful. Clients want answers!What are the interests of your audience?Expand your core writing to related topics of interest to your audience.1st2nd5th3rd4thListen for fun and interesting things in the news.Can you somehow tie something topical into an article? Ride the news wave for traffic!6 keys to finding a niche that you enjoy and can make relevant
  • 12. 12 Copyright 2009The Colin Cowherd Principle
  • 13. Copyright 200913Time to WriteWhat questions do you get from clients repeatedly?Clients and potential clients have lots of questions, and they look for answers on the Internet.Motions, memos of law, briefs, form letters, Office Action responses.Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE!Writing to get clients requires ACTIONABLE INTELLIGENCEWishy-washy, down the middle, 2-handed, isn’t useful. Clients want answers!What are the interests of your audience?Expand your core writing to related topics of interest to your audience.1st2nd5th3rd4thListen for fun and interesting things in the news.Can you somehow tie something topical into an article? Ride the news wave for traffic!Write something frequently, but make NO promises.If you set a schedule people will expect you to deliver.6th6 keys to finding a niche that you enjoy and can make relevant
  • 14. Copyright 200914Gaining an AudienceGuest write for other, more well known blogs.IPWatchdog is always looking for guest articles.Seek out guest authors.The more people who have an interest in promoting you the better.Push your articles to subscribers.Even a free service like Feedburner will suffice to send your articles out.Consider advertising using Google Adwords.There is nothing wrong with paying for some traffic legitimately. No black hat.1st2nd5th3rd4thUse social media to push your articles.Make it easy for readers to tweet and like and share your articles with others.Alert bloggers of newsworthy items.We can’t write everything. Make it easy to digest.6th
  • 15. Copyright 200915Maybe it’s obvious… BUT…BE ORIGINAL! Originalcontent is KING on theInternet. Cutting and pastingpress releases or articles froma service will NOT make yourblog a destination for peopleto return to on the Internet.
  • 16. • The first “W” in “WWW” standsfor “World” and the second“W” stands for “Wide.”• In the intellectual propertyworld clients don’t come fromyour neighborhood, they comefrom anywhere.• I almost never get local clients,but have gotten more than afew from Australia, NewZealand, the UK and all overthe United States.16 Copyright 2009The Internet is WORLDWIDE!
  • 17. Gene Quinngquinn@ipwatchdog.comIPWatchdog, Inc.525-K East Market Street #331Leesburg, VA 20176Phone: 703-740-983517 Copyright 2009Questions? Need More Information?Feel free to contact me.