We live in the age of the blog where it seems that everyone has something to say! So, what is going to make your content stand out in a crowded field? How can you get people to read your blog?
Writing a blog is very different from drafting a legal document so it’s understandable that this skill may not come naturally to lawyers. However, by following a few of my top tips, you can write great, engaging content which will help to enhance your professional reputation as a thought leader.
Top tips for blog writing:
- Pick the right subject: Who is your audience?Think about who you want to read the blog and try and put yourself in their shoes. What subjects are they likely to care about? What topic is going to be relevant and engaging for them? What concerns, issues or questions are they likely to have which you could cover in your blog?
- Here are a few suggested methods for picking a subject:
- Peg your blog to a current news story. Can you come up with an angle that no one else has covered yet, or which makes the story particularly relevant for the legal sector? Include links to the relevant news stories within your blog.
- Have you observed a business or societal trend that you can write about? For example, have you had lots of clients come to you with a similar issue lately?
- Have you been involved with an unusual case that you can talk about (subject to client consent, of course)?
- Write a “how to” (or “what not to do”) blog, offering practical tips on how to approach or do something which could help others dealing with the same situation in your specialist area.
- Draft a “checklist” of issues to consider (or traps to avoid) for an area of law.
- Do you have any “passion projects” or topics you care deeply about such as a charity you support or an issue you have campaigned for? This could make for a unique and engaging blog.
- Share your personal experience and perspective: Don’t be shy! This could result in an impactful and authentic blog. Blogs written in the first person tend to feel more accessible for readers. For example, did you come to law through an unusual route? Include anecdotes and stories to personalise your blog and make the topic live.
- Write about what you know: What do you know about that others do not?Use specific examples and avoid generalities. Include links to any data you refer to.
- Be careful not to stray into advertising: Your blog content should be thought leadership, not overt self-promotion, so avoid wasting word count talking about how wonderful your firm (or you) are!
- Respect your readers: Everyone is busy, and the world is full of content. If someone reads your blog, ask yourself: are they getting a good return on that investment of time? Hopefully they will find your blog helpful, entertaining and interesting (and will carry on reading until the end)!
- Keep it fun (and not too long). If it’s appropriate to the topic try and include a bit of humour in your piece. Use an informal, conversational style for your writing avoiding jargon heavy, technical language and acronyms. Keep it punchy and to the point. It shouldn’t feel like a chore to read your blog so don’t make it too long –go for shorter rather than longer (no more than 800 words is a good rule of thumb).
- Be brave about starting a discussion: Write a blog you feel could inspire debate and get people talking (but don’t rant!), try to include both sides of any argument. It’s fine to ask questions and leave it with your readers to think about the answers. It’s far better to have a point of view and articulate it with style than to sit on the fence and say nothing. An opinion piece blog could give you a great opportunity to showcase your skills as an advocate. Don’t be afraid to discuss controversial issues (albeit sensitively).
- Don’t forget the visuals: Make your blog look visually appealing, use interesting photos if you can. Don’t forget diagrams and graphics within the text if the subject calls for it and break up your blog using paragraphs, headings, bullet points etc.
How can I help?
Need some help with PR? Feel free to drop me an email to arrange a 30 minute complimentary call or take a look at some of the packages I offer law firms, accountancy practices and other b2b businesses.
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