So you’ve built a smashing website (click here for tips to improve your site), put together a professional LinkedIn profile, and set-up your profile on Kabuk. What should be next in your quest to build reputation and online presence?
The big bad blog.
Why Blogging is Great
Blogging is a fantastic channel for lawyers to build rapport with prospective clients and create a personal brand. Your blog is a place where you can show that, not only do you really know your stuff, you have a compelling voice of your own too. In your blog posts, you can really connect with your audience by exposing your unique personality and make yourself seem more personable. People want to work with lawyers that they can relate to.
Blogging Requires Consistency and Dedication
One caveat: In order to be truly effective, you need to be consistent with your blogging efforts. The optimal number of content pieces varies by expert. We’ve seen estimates from anywhere from 2-4 pieces of new content per month to an intimidating 16+ posts per month.
Honestly, we tend to think that lawyers are doing great if they publish a couple of thoughtful, high-quality pieces per month.
But what if you still don’t have that kind of time to spare? No doubt you have other commitments (like lawyering itself) that take priority. There are still many ways for you to demonstrate your expertise and experience via the written word, without the need to commit a ton of time and effort (or hire content writers – also a valid alternative, but a whole other topic which we’ll leave for another day).
Other Channels to Build Expertise
Here are a few channels you might want to consider to build up your brand and online presence. While you might not have the same control over firm branding as you might with a custom built blog, you can often get much higher post readership.
Write a Guest Column: Consider writing guest pieces for a publication with an established distribution network such as the Huffington Post.
LinkedIn Posts: LinkedIn has an easy to use, built in, blogging tool which allows you to quickly build attractive posts and share with your network. The possibility of being picked up in LinkedIn’s Pulse channel (check out the Law and Government channel here) could greatly increase your reach through LinkedIn (but don’t ask us how as – full disclosure – my infrequent LinkedIn articles have never been picked up for Pulse).
AdvocateDaily.com: If you haven’t already, check out AdvocateDaily.com, Canada’s leading site for daily legal news. AdvocateDaily.com provides custom media content for member lawyers to place on their websites for referring lawyers and prospective clients to view when researching them online, positioning them as leaders in their areas of law. This is another great way of demonstrate credibility and thought leadership, without needing to spend time writing your own content.
Kabuk: We accept guest pieces for our blog from our members and promote these through relevant social channels. If you have an idea for a piece you’d like to write, just send us an e-mail and we can chat about the details. We aren’t picky about length or style, we just want great content! We’re also happy to promote your independent content through our social channels if we see it, so if you’ve published a great piece let us know!
I’ve also been hearing a lot about Medium lately, but have yet to use it for content publication. If any of you have, I’d love to hear about your experiences.
No matter which of these content options appeals to you, it’s important to tie the content back to you and your own website. Check out our footer at the end of this post for an example of how we do this with a short company bio complete with website links.
Kabuk connects consumers, and small businesses, with the legal providers they need, when they need them, and enables them to request desired appointments online. Our platform is designed to streamline the legal discovery process, putting needed information right at the fingertips of consumers, and helping them to make more informed decisions. For legal providers, we help increase your online presence and improve your customer acquisition efforts. Check us out at kabuklaw.com and follow us at @KabukLaw.