The Humble BragHave you been quoted in an article? Use this as the cornerstone of a blog post. Include your quote as an indented highlight. Summarize a long article, and provide real-world examples that highlight the issue being discussed.
- Here is an example from attorney Scott Godes' The Corporate Insurance Blog
Personal CommentaryTell a personal story, something that happened to you. It will make what an attorney does for their clients real, without offering opinions or legal advice.
- Best for a hot-in-the-news topic, such as legal issues that arise from a natural disaster.
- Example: A personal look at the effect of BP Oil Spill on Clam Farmers in the Florida Panhandle by Brian F. LaBovick of LaBovick & LaBovick.
Initiative AwarenessThink of these as “Did you hear the one about…” stories. Point out key legal issues, tell readers why they should care about this area of law. Quantify the risks if possible (share real losses).
- These posts are not case-specific, they promote specific interest areas of the law, and are real world stories (which people love).
- Here's a good example on Steptoe & Johnson's CyberBlog
Case UpdateGive an update on the facts and progression of a current case.
- Good example: Vioxx MDL Judge Enters Judgment Against the State of Louisiana in Redhibition Claim by Russell Jackson.
Conference Wrap UpYou attended an industry conference and came away with information valuable to your clients; this type of post can be created whether or not you actually spoke at the event.
- Summarize hot topics, list out key takeaways
- Include a graphic of the conference's logo, if possible
- If you were a speaker, include your slides / video (post on SlideShare and include a link in your blog post)
- Here is digital native and brilliant attorney Erin Webb's blog post, written after a speaking slot at an industry conference (on my firm's Policyholder Informer Blog).
AggregationHas there been a flurry of public interest on a topic related to your area of law? Summarize the best / most interesting writing on the topic, providing links to relevant material.
- Highlight important points within a long article that tells the story on a more readable (and relevant to your clients) way.
- Positions you as the go-to resource for topical issues.
- Great example here from my firm's weekly blog post summarizing activities of State Attorneys General.
Client FAQsAddress commonly asked client questions and provide insight on how your practice would handle it.
- Example: How Much Client Contact Should Should Be Expected In Litigation? by Maxwell Kennerly of The Beasley Firm.
Top 10 ListsThese kinds of posts are always popular, and you may find bullets easier to put together than a few paragraphs of copy.
- The end of the year / beginning of the new year are ideal times for looks back/forward.
- Here's a Top 10 in Law Blogs from Jim Walker's Cruise Law News Blog.
Top InfluencersYour blog doesn't always have to consist solely of your own original content. Who are the authoritative resources in your industry? Provide your clients with resources you, the insider, find valuable for keeping on top of the issues.
- Share a post that impresses you or directly affects your clients. Your readers will appreciate the access to a resource that they might not have known about before.
- Be sure to credit the writer and link back, so your clients know where the content came from
- Check out Forbes contributing Editor Ben Kerschberg's Eight Great Law and Technology Resources post.
Legal Industry InsightWhen you can help prospects understand your business -- give them sound advice on how to choose a firm / lawyer, explain the finer points of a new law -- you’re building trust and understanding. It's a great starting point for a professional relationship.
- Example from employment law firm Smith & Lo