Pyramid of success: three blogging tips
Blogging remains the preferred publication
method for solo and small firm lawyers dedicated to content marketing. Of course, that singular
dedication does not mean that everybody's getting it right. Here
are three simple tweaks that will help make sure that you're not
one of the ones who are doing it wrong:
- Inverted Pyramid. There have been many
purported success pyramids (former UCLA coach John Wooden's, "Parks
and Recreation" character Ron Swanson's), but one of the most
long-standing has been the "inverted pyramid" -- an old journalism
trick that, essentially, prevents you from burying the lead.
Modern, everyday readers are online, they're skimmers and they
decide whether or not to continue reading after the first one, two
or three lines; therefore, it's essential to get your main point
across in that frame. Since most blog platforms offer a scroll of
posts with a snippet from each, getting right down to it will also
allow your system to default to your lead in the main, or archive,
view of your blog. (Certain systems will allow you to select which
snippets to publish as previews, but you can save time by appending
your abstract to the head of your post.)
- Title Insurance. Think of the ways that
potential clients and referral sources find lawyers online: (1)
They've heard of you and type in your name and/or location. Own
that search. (2) They have a question and append a geographic
location to it. Meet that expectation. Title your blog posts
in such a way that your titles will meet your potential clients'
and referral sources' search criteria. I think Hingham attorney Leanna Hamill generally does
excellent job with this. Here are some suggestions from an SEO
- Picture This. The modern, daily reader likes
pictures. People don't have time for things like words
anymore; so, hook them with a picture instead. Most of the
popular blogging sites now have prominent images featured at each
post. Heck, BuzzFeed bases its entire structure on the concept. You
can use plug-ins, like Zemanta, to add public domain images to your
posts. Your images will also make for nice thumbnails when you
repost to social media services.
Disclaimer. Don't read my
blog. I never follow any of these suggestions; but,
"Do as I say, not as I do."
Tip courtesy of Jared Correia, Law Office Management
Published June 5, 2014
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Section, which is complimentary for all MBA members,
contact LPM Section Chair Cynthia E.
MacCausland or Vice Chair Damian J.