One of the best ways to boost your firm’s online profile is by hosting a blog on your website. But, is having a blog crucial?
In a word: yes. Blogs have been known to increase web traffic to sites by as much as six-fold. In fact, among small businesses that blog, it can yield an estimated growth of over 126 percent compared to those that don’t. With about 77 percent of online users reading blogs, blogging as a marketing vessel for your firm simply cannot be neglected.
So, let’s say your firm chooses to start a blog on your website. Though there’s tons of information available online about how to successfully run a blog, here’s a top question to consider: How often should your law firm post a new blog?
Our answer: Your firm should aim to release a new blog post once per week.
While the exact frequency at which your firm releases blogs will depend on your audience, your practice area(s), the general style of your blog, who will be writing your blog, and how much emphasis you want to put on your blog within your overall marketing campaign, we have found that operating a successful blog means releasing posts often, usually one per week or over three per month.
Over 20 percent of blogs publish posts weekly, with a much smaller percentage publishing daily. So, by aiming to publish once per week, you can engage readers and increase site traffic without causing too much burnout for your marketing team.
Beyond our one-per-week recommendation, how else can your firm determine the right blogging schedule for your marketing needs? Luckily, we have several tips that can help you decide just how much is the right amount when it comes to releasing blogs.
6 Things to Consider When Deciding How Often to Blog
1. How Much Time Do You Have to Dedicate to it?
One of the most important questions to ask yourself regarding blogging is just how much time you have to dedicate to it. Sure, we know that blogging can be a great way of expanding your digital marketing plan and leading to more click conversions, but there’s one thing that’s even worse than not having a blog: Having one, but not dedicating the necessary time to it.
Even if you do amass an online audience over time, insufficient and uninformative blog posts not only waste marketing opportunities, but also your clients’ time. As such, it’s important to recognize that your firm blog will provide future payoffs, but first the effort must be put in. It’s up to you and your firm to realistically determine just how much time and energy you can put forward.
2. Who Exactly Will be Writing Your Blog Posts?
Whether you outsource your blog content or create it in-house, the question of who exactly will be creating, curating, and managing your firm blog is an important one to consider. Depending on your answer, the frequency at which you release blog posts may change.
If you ponder tip number one and decide that your firm doesn’t have the capacity to dedicate much time per week on blogging but instead has a more flexible budget, outsourcing your blog’s content professionally is a great option. If your budget is tight but you’ve chosen to write your content internally, take advantage of your firm’s existing legal talent and know-how.
3. What Will You Write About?
Determining which themes to write about and which questions to answer will depend greatly on your practice area(s), your intended audiences, and your firm’s marketing plan. But, generally speaking, once you’ve established your blog and are posting to it regularly, it’ll gradually become easier to decide which blog posts receive more clicks, comments, viewership, and overall impressions, and which are less popular. The more popular the topic seems to be online, the more popular subsequent blog posts will likely be.
A good place to start with your blog is usually asking and answering common legal questions concerning your practice areas, then gradually building up your blog arsenal. Always be sure that your content is complete, error-free, professional and, above all, useful.
4. How Will You Release Them?
How your blog posts will be released to the digital world will, to some degree or another, depend on your firm’s intention with the blog.
If your firm’s main goal is to promote online traffic, blog updates can serve as a great click converter when they’re “advertised” heavily via social media platforms.
If your blog is intended to serve as more of an informational source for your clients and a way to bolster your professional credibility, releasing them online, creating a small announcement on your website, and mentioning them in your email campaigns may be more useful strategies.
Essentially, how your firm releases blog posts will all depend on what exactly your firm is looking to glean from the blog in the first place.
5. What Length / Depth Will Your Blog Posts Involve?
When deciding how long to make your blogs, it’ll be important to consider two main factors:
- How much length is necessary to convey your ideas as clearly as possible, and
- How much length is necessary – according to proper SEO standards – so that your content is considered helpful.
Generally speaking, your firm’s blogs should be at least 750 words and should try to engage the reader with answers to relevant legal questions that are posed. Beyond 1,500 words might start to enter into the “wordiness” territory, so be careful not to make your articles so long that they bore or intimidate readers. Also, equally important is keeping it interesting for your audience. Among all those words, try to keep content in layman’s terms as often as possible for maximal marketing benefit.
6. How Important a Role Will Your Blog Have on Your Firm Website?
Visually speaking, how prominent will your blog be on your website? Will your blog encompass a simple tab at the top or on the side, or will you draw more visual attention to it through other web design means? Are you interested in displaying a running banner, or would you prefer to include more subtle links embedded within your social media posts or email marketing campaigns?
Figuring out exactly what role – or, simply put, how much influence – your blog will have both on your website and in your overall marketing plan is an important consideration to weigh.
4 Tips on How to Create a Blog Schedule
As your firm decides exactly how often to blog, consider these four tips:
1. Develop a Content Map
Ensuring that you have a running list of blog title ideas (which should include a combination of how-to listicles, questions to answer, FAQ topics, common mistakes that clients commit, etc.), determine the logical order that these topics will need to have so that your blog readers can continue to learn from your articles over the long term. Whether you have three topic ideas or thirty, it’s important to at least have some idea of your blog structure before you start publishing.
2. Determine Your Available Resources in Relation to the Needed Time Commitment
If your firm decides to keep the content creation in-house, create a few mock blogs to see just how creating making them – from start to finish – takes your team. If it’s found that brainstorming to publishing takes a certain amount of hours, use this calculation (or an average) when thinking about how much blogging your firm should commit to every week or month.
3. Consider Evergreen Content Ideas
“Evergreen” content is a term assigned to content that stays evergreen and current for a long time. Of course, diversifying your content is always important; just as you can use your blog for firm announcements, case victories, legislative updates, and general news, you’ll also want to keep evergreen content – general questions, helpful tips, etc. – in mind to help develop your blog over time.
If your blog only ever hosts the latest and greatest news updates, it’ll have a harder time appearing current. This, in turn, could affect your website’s SEO ranking.
4. Remember that Quality is Just as Important as Quantity
When thinking about how often to blog, don’t fall into the misperception that the quantity of your content is more important than its quality. From an SEO perspective, quality content that serves an informative purpose is actually better than pumping out three long, terrible articles per week. After all, quality content is and remains the gold standard.
How Your Firm Can Capitalize on Blog Posts
Once you’ve done the hard part of creating content, it’s time to capitalize upon what you’ve made by sharing it. Here’re three ways to extend the reach of your firm’s blog influence:
1. Share Posts on Social Media
One of the best ways for your firm to advance its marketing potential through blogging is by sharing them with your online audience over your firm’s various social media platforms. Not only will users be able to engage on social media with your firm’s online content, but it may also encourage more lead conversions and click traffic toward your site. This, after all, is the primary goal of your content marketing outreach.
2. Feature Guest Bloggers
Once your firm has a blog up and running, a great way to expand your online audience and develop a powerful marketing campaign through blogging may be done by featuring guest bloggers to write on your blog. Whether it be other colleagues, of counsel attorneys, or even just esteemed community members, guest bloggers can bring a new, fresh perspective to your blog, along with the potential for more readership.
3. Send Blog Updates in Email Campaigns and Firm Newsletters
Be sure to include any and all blog posts and updates on your email outreach, firm newsletters, and even on your website’s homepage. Small advertising like this should never be overlooked, since collectively it can all add up as a great way to push your firm’s content in front of more viewers’ faces.
Interested in Learning More About Blogs?
If your firm is interested in learning more about the ins and outs of blogging, how it can showcase both your website and your firm, and how you can begin to take advantage of this great marketing strategy, contact us now.
At Black Fin, we offer years of experience to our clients for all their needs regarding SEO, web design, content marketing – including marketing for your blogging needs – social media management, and more. If you’re ready to dive into the blogging world but you’re not exactly sure how to do it, reach out to us today. We’re happy to help analyze your website and create the blog schedule that’s right for your firm.