In today’s digital world, there are a million bajillion blogs. Some are focused on cooking, some on travel, others on professional topics. The best blogs, regardless of the topic, have a focus and a strategy that guides them towards success. In terms of needing strategy, law blogs are no different.

The point of a blog is to build relationships and network online. Everything else is an online publication. Now I’m not saying there is anything wrong with posting your client alerts or newsletters on publishing software like LexBlog. But I am saying that just posting content isn’t blogging.

If you’re blogging, you’re using your strategy to build relationships, build up your reputation and bring in work. How does one build a legal blog strategy then? That depends on your goals, but ends with who you want to meet.

Why are you starting this blog?

It will be super easy to let a blog a blog die a slow, contentless death if you don’t have a driving force for writing on it. Start here. What do you want to accomplish with this blog? What is the goal?

All of your blog content should be centered around the goal of the blog. If you want to build your book of business in tax law, you don’t want to waste time writing about labor and employment (unless of course there is a strong theme that connects them).

Set your blog goal. What you want to achieve is where blog strategy starts. 

Who do you want to meet?

Who would you like to have know you exist? Is there a particular person you’d like as a client? Is there a thought leader out in the field who you’d like to take to coffee? Would you like to be invited to speak at conferences? Who is the person you’d need to connect to in order to be invited? Write out a list of who you want reading your content. All of your posts should be

Picture your dream audience. Who you’re trying to reach is key to blog strategy. 

How do you implement blog strategy?

Now that you’ve defined your goals for the blog and outlined your target audience, you’re ready to begin networking. That’s correct, I said networking. Blogging is not just writing. It’s barely about the content.

The purpose of blogging is to use the written form online to build relationships with people. That requires some content, sure, but more importantly, it requires that you sell them on you. How do you do that?

  1. Build rapport. 
    Tell a story or a joke. Break the ice. Start the conversation off as a conversation – no legalese. Be their friend.
  2. Build trust.
    You can’t start off by telling them how amazing you are (even though I do think you’re pretty cool & so does your mom). You’ve got to give valuable insight on a problem they have (or might have) to show you care.
  3. Show you’re an expert.
    Show, don’t tell. Experts don’t tend to exist in a vacuum. If you’re an expert, chances are you’ve got expert friends. Cite them. Build your case by opening up the discussion to other thought leaders.
  4. Connect and keep the conversation going.
    In addition to citing other sources, thought leaders, media contacts in your post, make sure you reach out to them and let them know with a personalized email or tweet. Send the blog posts directly to your potential clients with a note on how you think this affects them. Or ask a thought leader or potential client to guest post on the blog.

Use the blog content to connect. Your blog strategy should use your posts to engage the right audience. 

Strategy is key to having a successful blog. Having a strong strategy will help keep you committed to the blog, as well as, keep you focused on the tactics that will generate success for the blog.

Are there any strategy points I missed? Leave me your thoughts in the comments below or start a conversation in Support Center.


Photo credit: Cropped image by Flickr user Edith Soto.