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Basic Blogging For Lawyers


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A brief presentation on the Basics of Blogging for Lawyers. Originally presented at the Columbus Bar Association.

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Basic Blogging For Lawyers

  1. 1. The Basics of Bloggingfor LawyersSara Smithsara@gutcheckanalytics.com614.256.2174January 24, 2012
  2. 2. IntroductionGut Check develops, executes, and measuresweb marketing strategies.We have deep roots in legal marketing:• Social media strategy, management, and coaching for lawyers• Blog and website analytics that drive Firm marketing strategies• Website and blog design, development, and project management 2
  3. 3. Social Media Factoids• 40% of companies use blogs• Companies that have blogs get 55% more visitors to their sites• B2B companies with blogs get 67% more leads/month• 56% of attorneys maintain a personal social media presence 3
  4. 4. Why Blog?To Get FoundPeople are searchingBlogs position your content in search resultsBlogs give search engines what they want:• More content• More keywords• More frequently updated contentBlogging expands your visibility 4
  5. 5. Why Blog?Stay Connected and InspiredIntellectual CommunityProfessional PassionBlogging can position you as a:• Problem Solver• Trusted Advisor• Practice-Area Thought Leader 5
  6. 6. Be CommittedQ: How often should I blog?A: As often as you can• Planned posts• Unplanned posts 6
  7. 7. Getting Started 7
  8. 8. Identify Your AudienceWho are they?What are they reading?What do they care about?Where do you fit in? 8
  9. 9. What Are You Going to Publish?Existing materials• repurpose in blog styleRespond to other blogs• fill the gapsAnswer questions• clients• colleaguesMonitor• news• social networking sites 9
  10. 10. Developing Style and ToneConnect as a person• keep it casualBe brief• consider the reader’s time constraintsNo legalese• not all your readers are lawyers 10
  11. 11. Writing Posts 11
  12. 12. Headlines for Search EnginesAsk yourself,What are my readers searching for?Use those keywords to get rankedin results pages 12
  13. 13. Writing HeadlinesBe clear and direct Why Ohio’s Senate Bill 77 Matters to YouBe instructional How to Navigate New FMLA FormsBe controversial or sensational When Did the Constitution Stop Factoring in Search & Seizure LawBe newsworthy Breaking News: NLRB Changes Ruling on Facebook Firing 13
  14. 14. Writing the ArticleMake big chunks of text digestible• bullets• subheads• bold text• imagesInvite engagement• link to related articles• ask for comments• ask for subscriptions 14
  15. 15. Becoming a Pro 15
  16. 16. Be a Part of the CommunityCreate a blogrollCite back to other bloggersFeature guest bloggersMake articles easy to share• social media sites• e-mail 16
  17. 17. Take it to the Next LevelVideo• presentations• webinarsAudio• roundtable discussions• Q&AContent Curation• eBooks 17
  18. 18. Promote Your BlogLeverage existing relationships• e-mail contacts• bloggers you know• industry associationsLeverage the web• social media sharing• blog directories• your website 18
  19. 19. Where the Website FitsSolo to Mid-size Firms• integrateLarge Firms• separate 19
  20. 20. Measuring SuccessAnalytics• Google Analytics accountSpecific Metrics• visitors/visits• referring sites and blogs• average time on site• pageviews• subscribers• top content 20
  21. 21. Success StoriesTwo LexisNexis Top 25 Law Blogs of 201156,000 eBook views over 3 monthsNew client acquisitions attributed to blogging andsocial network activity 21
  22. 22. Next Steps3-Hour Workshops• strategic development• format blog• develop working calendar• master style and blog etiquette• develop relationships within the blogsphere• learn advanced techniques • video • podcasting • eBooks• learn how and where to market your blogFull-Service Social Media Management• customized plans 22
  23. 23. Q&A 23