Blogs can be very effective in reaching out to an audience. However, the problem with most blogs today is that they are not properly planned and developed. As a legal entity, your blog (or blawg) needs to be planned with precision. To make sure that you don’t waste time, money or effort in the process, here are some questions to answer first.
1. What are your Goals?
– Why do you need a blog? What do you want to gain from it? Define your goals. If you aim to gain clients from your blog, this isn’t likely to happen. Gaining clients is what your website is for. However, if you use your blog as an entry point to your website, this would be more feasible.
2. Do you have the Time for a Blog?
– Blogs take time and effort. You can’t just create a blog and think that it’s done. You have to be particular about so many things. The design, the format, the content are just some factors that need to be decided on. Once you’ve got all of these things together, you also have to think about updating the blog. Blog updates are crucial. If you don’t regularly update your blog, you’ll lose followers and relevancy online.
If you’ve determined your goals and availability, it is time to consider other things. For one, what domain are you going to use? Are you going to use the same domain as your website? This is an ideal choice if your blog is all about the services you offer online. If, however, you are aiming to focus on a different niche, use a different domain.
Blogs are usually more personable. This is what makes them appealing. Readers often feel as if they are getting advice from a ‘friend’. However, being in the law industry, try your best not to seem as if you’re dispensing legal advice. This is particularly hard because most readers will be asking for advice. Thus, consider using a disclaimer.
A blog can be an effective branding and marketing tool when utilised correctly. It can give you bearing online. It is cost-effective and easy to manage. What is important, when developing a law firm blog, is that you maintain your blog with thorough research and high-quality content.
About the Author: James Vickery is the founder and CEO of I Know IT, a transformative IT services provider. James connects law leaders to their strategy through technology with a firm belief that lawyers must re-enter their profession as innovators, thinking and acting as technology companies do in order to survive, compete and prosper in a digital economy.
James enables this new way of thinking and executing through consulting, coaching and delivery of technology solutions to Australian and international organisations. More from this author.