When an attorney is in a courtroom for a hearing, they know their audience is the judge. When an attorney makes a closing argument in a jury trial, they know their audience is the jury. When an attorney is in a mediation trying to settle a case, they know their audience is their client, the mediator, and opposing counsel. While understanding the target audience in legal proceedings may be second nature to most lawyers, do the same legal practitioners know their audience when they sit at a computer to write a blog post?
Why are you writing?
When sitting down to write the next blog for your law firm website, think about why you are writing at all. If the sole purpose of your law firm blog is to enhance the SEO of your website, then you can write about almost anything as long as it relates to your practice areas and includes keywords throughout the post.
Hopefully, your blog has a purpose beyond increased SEO. Regardless of your overall mission, a blog is best used when you invest time in creating an editorial calendar. An editorial calendar organizes a law firm blog, articulating a theme, purpose, and audience for each blog post.
Who do you want to read your post?
Writing a blog post directed to attorneys as potential referral sources will contain different content and have a different voice than a blog post directed to potential clients. If your potential clients are construction workers, retail employees, or CEOs of startups, the content of your posts will vary.
A real world example of blog content direction: if per the editorial calendar, the blog topic of the day is “the impact of Wyeth v. Levine,” your content would change according to your audience.
- Attorneys: Discuss the case law that led up to Wyeth, and articulate the legal ramifications of the decision as it relates to individuals harmed by pharmaceuticals.
- Potential Clients: Discuss the facts of the case in very simple, clear terms. Outline what this Supreme Court decision means to them, in practical terms, if a drug administered to them while under a doctor’s care injures them.
Form the content to speak directly to the potential reader. Potential clients do not care about the legal ramifications of Wyeth v. Levine, but they do care about how this impacts their daily lives.
What do you want the reader to do?
Keep in mind that as you write, you are directing your reader to do something. Whether that “something” is for lawyers to refer pharmaceutical product liability cases to your law firm or for a workplace accident victim to contact the firm concerning personal injury claims, your blog post content should be crafted to encourage the reader to take that action. In short, consider the outcome of the blog post as you write it.
Call us at Stacey E. Burke, P.C.
This blog post was directed to attorneys and law firms that need help with their editorial calendars or need help giving their blog direction. If you are an attorney or law firm needing help with your content marketing, give us a call. We can help you build a better blog.