Blogging is a fundamental part of any content marketing strategy, allowing you to create new pages to be rank for, content which can be easily shared on social media and to engage your legal website users. So in this blog you’ll find out how to write that perfect blog post, but if you want some more in-depth tips to use in your next content marketing campaign then head download our legal content eBook today.
Think about your audience
When it comes down to writing the perfect blog content it starts with thinking about and knowing your audience. Why is it they come to your website? What challenges do they face? What type of content do they engage with most? All of these are questions you should be asking yourself when creating your claimant persona to aid in your understanding of your audience and therefore allowing you to plan your blog content effectively to meet those needs.
Think about your topics
The topics of your blog will be highly influenced by your claimant persona and the business sector your firm deals with be it B2B or B2C. For B2B legal firms the voice of your content will be business focused and will need to target that of the key business stakeholders that you wish to bring to your website. Look to use ‘how to’ or ‘guide’ style blog content. While for a B2C firm your blogs need to again be fitted to the audience, so avoid using complex legal industry terms and write instead in the voice of your audience.
Think about your layout
As well as content the best blogs have a clear layout which moves the reader across the page and deeper into your website. Begin at the top with an attention grabbing headline. You should then provide an opening of three to four lines which entices the reader to read the rest of your blog, it’s also worth placing an in text CTA here as a reader may be happy at this point to convert from visitor to a potential claimant. Alongside your opening should be an eye catching image, this breaks up the text and can be useful to pull people down the page as they scroll to see the rest of the image and into your content. Your content needs to engage, be scanned easily, connect emotionally and help your reader achieve what you promised them. Finish with a visual CTA and a summary/outro to your blog.
By thinking and following the guidelines of these three points you will be able to generate the perfect copy for your legal firm’s blog and provide your audience with engaging and useful content that will establish you as an industry leader.