We meet many clients who find blogging a challenge. From sourcing new and interesting topics to finding the time to sit down and write, blogging is often viewed as a chore with little reward.
However, what if we told you there was a simple strategy that would help you discover endless topics, write blogs with ease and increase the level of traffic to your website?
Successful blogging comes down to understanding why your firm should create content and understanding your customer journey. Our strategy for successful blogging for law firms can be summarised in one sentence:
Find out what your clients want to know and answer their questions.
Why should you use this strategy?
By answering the most frequently asked questions, you will create what is known as ‘evergreen’ content. Unlike news-type blogs, evergreen content continues to serve your website for many years after it is created. An added benefit of evergreen content is that the more people who visit your blog, the higher your content will rank in Google Search.
How do I find out what my customers want to know?
Google has a ‘people also ask’ feature, which can be incredibly useful for discovering what your clients want to know. Have a look at this recent example we found for white collar crime:
By simply searching for ‘POCA’ you now have four blog ideas that are highly sought after by those looking for information on the topic. If you scroll to the bottom of the results, you will find further ideas from an area like this:
You can click on each of these links to generate even more potential blog topics.
Using this method, you can gather hundreds of ideas for your firm that you know to be relevant for your business.
How to become the answer in Search
Now you might be wondering if it is possible to become the go-to answer in Google Search for these questions. Google gives little indication as to how it selects the answer for each of these questions but, generally, it rests on the fundamental elements of good content creation: answer the question succinctly and better than anyone else.
You will often find that these questions are often answered poorly or not at all in the ‘people may ask’ answer. This is an excellent opportunity to create a great piece of content that has the potential to usurp the existing result. Content that features in these results normally receive high volumes of traffic, so it is worth spending time creating well-written, high-quality text for the titles you have gathered using the method above.
In need of a new content strategy? Get in touch today
We are always happy to discuss how we can help you build a robust content strategy to help your law firm grow. Contact our team today to find out how we can help.