I wrote a post last week on
how to get started creating a blog for your law firm
/ law practice. On the subject of training attorneys on how to write
for a blog, I mentioned that, as part of my attorney training curriculum, I identified categories of blog posts to help them get off the dime and start doing
some writing of their own. Here they are:
The Humble Brag
Have 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.
Personal Commentary
Tell 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.
Initiative Awareness
Think 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 Update
Give an update on the facts and progression of a current case.
Conference Wrap Up
You 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).
Aggregation
Has 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 FAQs
Address commonly asked client questions and provide insight on how your practice would handle it.
Top 10 Lists
These 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 Influencers
Your 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 Insight
When 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.
Obviously these are not the only types of blog posts, but I've
found these examples are a great way to make the whole blogging thing
real to attorneys.
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