How To Start A BLAWg
Chris Dreyer | September 25, 2013
Starting a blog is a great way to get prospects interested in your brand and your website online. It allows you to target a broader range of keywords for search and establishes you as a thought leader and helpful member of a local community. Starting a law blog or BLAWg can be a tricky process if you aren’t familiar with blogging in general.
Its now easier than ever for anyone to publish content on the web. In fact, it has become a staple of inbound marketing to publish well researched and useful content online for prospects to see. This puts lawyers in an incredibly good position when it comes to attracting prospective clients. Accurate and useful legal information that people can depend on is one of the more elusive content themes that people search for online. Everyone wants free legal advice but it can be hard to find it online.
If you don’t already have a website or want to set up your blog with a different domain and hosting than your established website, you will have to select these things. The domain name selection is subjective for the most part but there are some considerations here.
• Onsite SEO & Hosting for Law Firms
EMDs (Exact Match Domains)
You may elect to have an exact match domain or a domain that is a target keyword your blog is related to. EMDs may offer some benefit for SEO.
Or you have the option of a branded domain name or a domain name that reflects the name of your firm. You may even choose to use a sub-domain of a domain as established website is already found at.
Before you start posting content, you must have a way to do it. If you already have a website, you are ahead of the game. Its best to install a blog on an existing domain because websites with blogs attached (as either a sub domain or in a sub-directory of the main domain) achieve greater benefits from the blog than if it is hosted separately.
A content management system is typically the way to go if you don’t want to spend a ton of money or if you are doing the job yourself. WordPress for example is the traditional blogging platform and can easily be installed alongside an existing website.
Not only is WordPress easy to set up, there is also tons of documentation out there on the CMS. This is especially useful if you are going it alone and get stuck on something. WordPress is also very flexible and it allows you to either make a very unique site or you can mimic the look and feel of your existing site.
You have to figure out what you want to say on your blog. Spend some time generating a list of ideas that you think your target market would like to read about or that they would find useful. Generate as many ideas as you can and don’t leave anything out. This is your brainstorming session and you can further solidify your ideas later into more organized topic areas.
Once you have a list of ideas, organize it further and create titles for blog posts that you could write from your ideas. You should then be putting these titles and any descriptions into an editorial calendar. This will help you visualize what days of the week you will be posting, what the posts will be about, and who will be writing them.
Planning your content in this manner allows you to stay organized and be consistent with your blog. It also takes a lot of stress out of the process. If you know what to write about and when you should be writing it, you won’t find yourself trying to cram something together at the last minute.
Learn From The Pros
Getting more perspectives is always a good strategy. +Court Tuttle of The Blog Builders offers some great advice on how to start a blog for your business. He even has setup videos that guide you through the basics and help you avoid common pitfalls of setting up a blog for the first time.
A blog is a staple of modern inbound marketing. For attorneys offering their expertise for free on the web, it’s the perfect venue to attract prospective clients and keep them coming back to your website for useful information.