Lawyers blog for a variety of reasons, marketing often being chief among them. Blogging and other online social activity can be both rewarding and frustrating. Every regular blogger has wondered if there is really anyone out there reading their tips and insights. For your professional advancement (and peace of mind), it is good to know that your blog readership is growing. More readers mean more interaction, more prominence online, more opportunities to build trust with visitors and ultimately more chances to secure a new client. Try some of these tips for making your blog more active and productive.
1. Be a good reader. Good writers read. Regularly. Writing in a void without exploring examples of the skilled writing of others can result in poor quality material. Reading helps strengthen your own writing and critical thinking skills, particularly if you read material that comes from a point of view with which you do not agree. It also helps give you ideas. Coming up with regular ideas for posts is one of the hardest parts of blogging. Taking a look at what others are saying is a great way to expose yourself to potential topics.
2. Anticipate the needs of your readers. Like all marketing tools, your blog must be directed toward your readers. If you spend your time only talking about yourself, then you are not providing a resource with the depth of information visitors seek. You will also give your blog an air of predictability, which discourages people from returning to explore more articles. People who actively seek out legal blogs are looking for information. They do not need to know about all the handy features of your firm, they want to know about benefits. They have a problem or question they need answered, and if you can provide that answer, they will likely return.
3. Make keywords secondary. When creating a blog entry, do not make optimization your sole focus. This results in awkward headlines and long, strangely worded sentences. Yes, you should have search marketing in the back of your mind and be aware of how your writing affects your marketing goals. But is it more important to write quality pieces than it is to engage in keyword stuffing. Learn to optimize naturally, without keyword abuse... CONTINUE READING
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