Do blogs really work?
Do they generate business?
The answer to these questions depends upon how committed you are to blogging and what you post to your blog. Here are some "best practices" for you to consider if you currently have a blog or are thinking about starting a blog. But before I get to best practices consider these statistics.
- 38% of in-house counsel say they have been on a blog in the past week and 15% say they use blogs to evaluate credentials. What this tells me is that if your target market is in-house counsel, having a blog might be a good idea.
- Companies that blog 15 times or more a month have five times more traffic to their websites than companies that don't blog. Companies that increase blogging from three to five times a month to six to eight times a month double their leads each month.
Determine your audience. Whose attention are you trying to get? This will tell you what types of topics you should cover in your blog. You want to write about things they will be interested in learning or knowing about.
Keep it short. The length of your blog posts should be fairly concise. People are not going to want to read for more than a few minutes, so don't go overboard with the amount of information you provide. If you have a lot to say, break it up into several shorter posts.
Skip the legalese. You aren't writing a legal brief. You are writing something that most people can understand and if you are doing it right, re-purpose, share on social media, or incorporate into something that they put on their blogs. So make it easy for everyone to understand.