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The Business of Blogging
(for Lawyers)
Social Media Marketing Summit for Law Firms
Business Development Institute, Dec. 11...
Copyright 20092
Getting Started with a Plan
What are you hoping to achieve?
Knowing the ultimate object will make it more ...
Copyright 20093
• Never post something
when you are hot
under the collar.
• Observe the 3 second
rule: if you have to
thin...
Copyright 20094
Time to Write
What questions do you get from clients repeatedly?
Clients and potential clients have lots o...
Copyright 20095
Talk to prospective clients directly
Copyright 20096
Time to Write
What questions do you get from clients repeatedly?
Clients and potential clients have lots o...
7 Copyright 2009
DON’T write like a lawyer!
Copyright 20098
Time to Write
What questions do you get from clients repeatedly?
Clients and potential clients have lots o...
9 Copyright 2009
10 Copyright 2009
11 Copyright 2009
12 Copyright 2009
13 Copyright 2009
14 Copyright 2009
Copyright 200915
Time to Write
What questions do you get from clients repeatedly?
Clients and potential clients have lots ...
16 Copyright 2009
Copyright 200917
Time to Write
What questions do you get from clients repeatedly?
Clients and potential clients have lots ...
18 Copyright 2009
The Colin Cowherd Principle
Copyright 200919
Time to Write
What questions do you get from clients repeatedly?
Clients and potential clients have lots ...
Copyright 200920
Gaining an Audience
Guest write for other, more well known blogs.
IPWatchdog is always looking for guest ...
Copyright 200921
Maybe it’s obvious… BUT…
BE ORIGINAL! Original
content is KING on the
Internet. Cutting and pasting
press...
• The first “W” in “WWW” stands
for “World” and the second
“W” stands for “Wide.”
• In the intellectual property
world cli...
Gene Quinn
gquinn@ipwatchdog.com
IPWatchdog, Inc.
525-K East Market Street #331
Leesburg, VA 20176
Phone: 703-740-9835
23 ...
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The Business of Blogging (for Lawyers) - BDI 12/11 Social Media Marketing Summit for Law Firms

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Presentation: The Business of Blogging (for Lawyers)
Presented by: Gene Quinn, Patent Attorney and Founder, IPWatchdog.com
One of the primary reasons for undertaking a blog is to engage in business development of one kind or another. People who will find you online are searching for answers. If you want to capitalize on this opportunity it will be necessary to provide intelligent, insightful information that the reader did not possess prior to visiting your website. Over time your job will be to provide lots of that information that ties together little by little to demonstrate that you have a deep level of understanding. The lesson is simple: It is far better for a prospective client or customer to come to the understanding that you know what you are talking about for themselves than it is for you to tell them you know what you are talking about directly. It should go without saying, that the plan requires that you are read by others, which means you absolutely, positively cannot write like a lawyer!

Published in: Business

The Business of Blogging (for Lawyers) - BDI 12/11 Social Media Marketing Summit for Law Firms

  1. 1. The Business of Blogging (for Lawyers) Social Media Marketing Summit for Law Firms Business Development Institute, Dec. 11, 2014 By Gene Quinn IPWatchdog.com
  2. 2. Copyright 20092 Getting Started with a Plan What 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 information What is your censorship plan? You absolutely need to self-censor! But what about obnoxious comments? 1st 2nd 5th 3rd 4th What content will you provide? Analysis of cases? Critique legislation/rules? Strategies? MORE LATER How will you establish yourself as an authority? Is it better to say you’re an expert or have the reader conclude it? 6th 6 critical questions to consider before you start blogging
  3. 3. Copyright 20093 • Never post something when you are hot under the collar. • Observe the 3 second rule: if you have to think more than 3 seconds DON’T POST! • Talk to people you trust about whether it is appropriate. • Reflect and consider toning down if there is concern. The Internet is forever! • Make sure you are always forwarding some goal. • Be yourself, but push the envelope only when it serves a purpose. Self Censorship Have a plan in advance!
  4. 4. Copyright 20094 Time to Write What questions do you get from clients repeatedly? Clients and potential clients have lots of questions, and they look for answers on the Internet. 1st 6 keys to finding a niche that you enjoy and can make relevant
  5. 5. Copyright 20095 Talk to prospective clients directly
  6. 6. Copyright 20096 Time to Write What 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! 1st 2nd 6 keys to finding a niche that you enjoy and can make relevant
  7. 7. 7 Copyright 2009 DON’T write like a lawyer!
  8. 8. Copyright 20098 Time to Write What 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! 1st 2nd 3rd Fun and interesting things in the news. Interesting Factoids. Can you somehow tie something topical into an article? Interesting facts can go viral. 6 keys to finding a niche that you enjoy and can make relevant
  9. 9. 9 Copyright 2009
  10. 10. 10 Copyright 2009
  11. 11. 11 Copyright 2009
  12. 12. 12 Copyright 2009
  13. 13. 13 Copyright 2009
  14. 14. 14 Copyright 2009
  15. 15. Copyright 200915 Time to Write What 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 INTELLIGENCE Wishy-washy, down the middle, 2-handed, isn’t useful. Clients want answers! 1st 2nd 3rd 4th 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
  16. 16. 16 Copyright 2009
  17. 17. Copyright 200917 Time to Write What 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 INTELLIGENCE Wishy-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. 1st 2nd 5th 3rd 4th 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
  18. 18. 18 Copyright 2009 The Colin Cowherd Principle
  19. 19. Copyright 200919 Time to Write What 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 INTELLIGENCE Wishy-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. 1st 2nd 5th 3rd 4th Listen 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. 6th 6 keys to finding a niche that you enjoy and can make relevant
  20. 20. Copyright 200920 Gaining an Audience Guest 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. 1st 2nd 5th 3rd 4th Use 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
  21. 21. Copyright 200921 Maybe it’s obvious… BUT… BE ORIGINAL! Original content is KING on the Internet. Cutting and pasting press releases or articles from a service will NOT make your blog a destination for people to return to on the Internet. It is also punished more now by Google than ever!
  22. 22. • The first “W” in “WWW” stands for “World” and the second “W” stands for “Wide.” • In the intellectual property world clients don’t come from your neighborhood, they come from anywhere. • I almost never get local clients, but have gotten more than a few from Australia, New Zealand, the UK and all over the United States. 22 Copyright 2009 The Internet is WORLDWIDE!
  23. 23. Gene Quinn gquinn@ipwatchdog.com IPWatchdog, Inc. 525-K East Market Street #331 Leesburg, VA 20176 Phone: 703-740-9835 23 Copyright 2009 Questions? Need More Information? Feel free to contact me.

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