Guidance for the Reluctant Legal Blogger

In the distant past, lawyers used to send printed client updates by mail. Those days are long gone. Then came e-mail, rapidly reaching the saturation point.

You don’t want to clog up your clients’ email in-boxes more than you need to, so push things their way through a brief and punchy blog post.

Blog posts can be published on your firm’s public website and also distributed to a phenomenally big audience through aggregators of online content like Lexology, Mondaq and JD Supra.

Novice blogger? Fear not: here are some tips.

Don’t write about the law; write about how the law affects the people you serve

  • Why should the reader care about this information?

A good way to think about blog writing is to consider it a proxy for speaking

  •  If you were asked about a particular topic in an elevator, what would you tell the person in 30 seconds?

To be engaging, your blog post should do some or all of the following:

  • educate, inspire or entertain
  • not be boring – no one wants a tedious and overly technical piece with dozens of footnotes
  • have a specific client (or type of client) in mind
  • share and initiate a conversation
  • introduce why the reader should read the post (online content is judged largely by its headline, especially when readers usually see a list of headlines in their feeds)
  • provide quick, practical information on how the content affects the reader
  • make the reader want to ask you for further information

Blog-writing is a way of sharing your personality

Additional resources to help you:

Next: euphemisms

Neil Guthrie (@guthrieneil)

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