Why law firms should promote their blogposts after publication

The promotion of blogposts after publication is important for law firms so they can maximize their ability to generate new clients and build more brand awareness. Blogposts by Yelena Petic on Vez Digital blog and Josh Slone on ContentScale blog provide very helpful information about how firms might promote blogposts to generate more return on investment from blogging. I have utilized some of the information in those posts while compiling the following list of how to promote blogposts:

Utilize a good blogging platform

Utilizing a blogging platform that is designed to host and support blogs is essential to the success of a law firm blog.  You should ensure the blog is capable of loading quickly on desktop or mobile. Further, the design of the site should make it easy to read.

Search engine optimization (SEO)

While law firms should prioritize content of high relevance to key audiences, search engine optimization (SEO) is something that can help a blog appear higher in internet search results. Therefore, it’s wise to use keywords in titles and meta descriptions to help your blog rank higher.  

Proofread after publishing

Blogging is often conducted under tight deadlines, so it is important to double check the text for mistakes after publishing. Also make sure there is a call to action in each post.  Hoping a reader will contact you? Place a contact form somewhere in the post.

Post to social media

After publishing each blogpost, post those articles to your active social media profiles and relevant social media groups. Law firms should not only maintain relevant social media profiles – they should engage with followers and build relationships on these profiles and in these groups as well.

Leverage relationships with industry influencers

Law firms should build relationships with industry influencers who may be more inclined to share your blogposts when published.  These influencer relationships can and should include guest posting, joint events, and more.  By doing this, law firms can leverage the networks of influencers they work with to amplify the reach of their blogposts and blog.

Email posts to subscribers

Email subscribers are usually the most interested in your content and your services – and therefore should be the first to receive your blogposts when published.  Most blogging platforms have a built-in subscriber email distribution function.  Make sure to cultivate subscribers by prominently placing a subscription sign up form on your blog.

Build internal and external links to your posts

Link building is an effective way to help search engines know that your blog is credible and should rank highly. You can, for example, create links from popular older posts to new posts to help increase the likelihood they will rank more highly in search results.  Also, by creating superb content others will cite it and link to it, which will also help you in search results.

Repurpose or syndicate blog content

Repurposing content is an excellent way to save time and increase the reach of your posts, even long after they have been initially published.  For example, utilizing blog content as scripts for video and audio, or in ebooks, or by creating excerpts from the posts for new social media channels or groups you’ve recently discovered – or sending to new potential clients as a part of your business development efforts.

Utilize blogposts in the business development process

One of the best uses for blogposts is to contact potential clients and invite those potential clients to discuss how you may be able to help them – while including a link to a post you have written with them in mind. A more advanced way to produce blogposts is to publish about specific needs specific clients may have – and have that sort of publishing serve as the primary anchor guiding your content creation.

Turn your blog into a lead generator

These are just some of the things law firms can do to promote blogposts in anticipation of publishing and after publishing.  By doing this a blogger can become an active lead generator for the firm they blog for.

If you would like to discuss how I can help your law firm establish and/or maintain a law blog, please contact me.

Author: John Grimley

John Grimley specializes in providing writing, editing and business English communications services to professionals in law, governmental relations, and management consulting, and globalizing companies and startups.

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