I coach many lawyers who are blogging and I read blogs posted by many other lawyers. I can usually get a sense whether the lawyer blogger is achieving any success from blogging. If you are blogging and it hasn’t led to business, ask yourself these questions:
- Who is your ideal reader? The first giveaway for me that a blog is not likely attracting business is when I can’t figure out who the blogger is targeting. If I was still practicing construction law, my ideal reader would begin with the executives of the many state and national construction associations. My second ideal reader would be contractors and in-house lawyers of the large contractors who have them.
- What do you want your ideal reader to do? Even though it occasionally happens, I think it is very unrealistic to think you will get a new client just because of your blog. If I was still practicing construction law, I would want my ideal reader to recommend me to others and include with his recommendation the link to my blog. I also would use my blog as the primary tool to get asked to speak at contractor association meetings.
- How can you attract your ideal reader? If your ideal reader is not reading your blog, you won’t achieve your goals. The first step to attract your ideal reader is to create valuable content that addresses a need.
- How do you find valuable content? You have to be insatiable to look for and find information that impacts your potential clients. You should be reading a variety of industry publications and other business publications. If I was practicing construction law I would be using the ENR feed, Feedly and Netvibes to find ideas.
- How do you know when you have found valuable content? Each article you read you have to look for the legal implications or even the business implications of the facts in the article. You have to see what others are missing.
In my Thursday post, I will share with you the questions to ask after you have answered these.