“I am very skeptical about whether this will actually attract clients. At the end of the day, giving away advice just isn’t what keeps the lights on.”
This was the remarkably honest response from a lawyer after I introduced myself as the web copywriter of our marketing agency. I suggested we begin laying the foundation for a blog. To be fair, he is not alone. There are many legal professionals across the country who are only now realizing the value of this form of marketing. But it is nonetheless impressive how a successful blog can bolster your credibility!
According to a 2015 survey by Greentarget, 87% of law firm CMOs are prioritizing the creation of more content than they were a year ago.
This increase is driven by the fact that blogging represents a unique brand-building opportunity. Until recently, firms have been forced to advertise their services through media over which they had no control. Television ads, radio spots, and billboards have all been popular channels. But you would be pressed to find a firm that owns a TV station, radio tower, or enormous, highway sign.
This is what sets a blog apart: It allows a law firm to establish its credibility and reach clients through a channel it controls.
Back in the conference room, I listened to the lawyer’s concerns. I explained he should view blogging as an investment that pays off in time. It gains traction through SEO best practices and careful research into what his ideal client was searching for online. Instead of simply “giving away advice,” the blog would allow his firm to join a conversation offering shared value. Website visitors could find answers to their immediate questions. And for all the questions that couldn’t be answered through the blog, they would turn to the law firm.
Finally, the lawyer agreed to add our lowest tier blogging package to the other digital marketing services we already provided. A year later, we have doubled the amount of content for his firm, and the blog produces more leads than the other channels combined. While a blog alone won’t “keep the lights on,” a recent email from the lawyer revealed that he is definitely seeing value.