I recently read “Creating a Corporate Blog People Actually Want to Read” By Danny Brown and I thought the principals applied nicely to law blogs as well.
Who will approve blog posts?
A successful law blog is timely. Your blog should be the go-to source for all the latest and greatest relating to your practice area.
Deciding who will approve posts (as well as proofread and/or copywrite) should be decided before the blog becomes live. You will save bucketloads of time if you do this – trust me. It’s also a good idea to designate a backup for each position should someone be out of the office.
Who will post blog posts, provide IT support and moderate comments?
Work with your IT department to decide who will provide support. Blog formatting can be tricky especially when it comes to HTML. Blogger used to be enormously fussy, I spent many nights banging my head on my keyboard trying to figure out how to remove spaces (or add them).
You should also decide who will moderate comments and notify authors of when they should respond to comments. If you’re wary about allowing comments please note social media isn’t social if it doesn’t allow for two-way conversation.
Don’t be Boring!
These aren’t legal briefs. Write in a conversational tone. Ask your readers questions that inspire further thought. Don’t be afraid to show your personality and add a little flare to your blog posts.
Successful bloggers educate their readers and keep them wanting more. You have a short amount of time to hook your reader. Use it wisely!
Allow the writers to be honest and opinionated (to a point). Hopefully you will have lawyers with all types of ideas so the blog will appeal to a broader network of people. Social media is popular with customers because it allows a greater connection between them and the brands they choose to connect with. Honesty will encourage a more authentic connection.
What to write about
- Current events that apply to your practice area.
- Changes to rules.
- Court rulings your firm was involved with.
- How you solved a clients problem using general terms (don’t name the client).
- Blog reviews of other blogs in your practice area.
- How you agree or disagree with a court ruling, blog post, newspaper story, etc.
- Look through LinkedIn groups and see if any discussions inspire you.
Formatting (Very Important)
Here are some simple tips to make your blog easy to read:
- Large blocks of text are hard to read on a computer screen. Keep the paragraphs short.
- Create lists using bullets.
- Write using black font on a white background. Keep the font above 12 pts.
- Stick to one topic/idea. If you feel the need to go on, split it into a two part series.
- Create lots of white space.
- Add relevant pictures to your post. Make sure to source them properly.
Do you have any other tips on how to create a successful group law blog? I’d love to hear them!