This week saw publication of perhaps the most widely shared piece in recent memory on legal marketing. There is little wonder why it is so popular--it comes from wildly successful online legal blog guru Tom Goldstein--the creator of SCOTUSblog.
If you do not follow SCOTUSblog, you must.
Last week represented one of the high water marks for the widely respected site, as it was ground zero for all those looking for information on the U.S. Supreme Court's breaking decisions in the most high-profile cases of the term--gay marriage, Voting Rights Act, affirmative action, and more. It was even more popular last year around this time when half the country was waiting with bated breath to see if the Court would uphold the Affordable Care Act (Spoiler: It did).
Goldstein's tips are not geared only to online marketing, even though he is best known for his work on SCOTUSblog. But his thoughts are worthwhile for firms of all sizes, particularly small and medium firms who are engaged in the seemingly endless battle to attract clients with personal injury cases, criminal issues, bankruptcy matters, estate planning needs, and other common community legal dilemmas.
If you are interested, you can listen to Goldstein's entire podcast at the ABA Journal HERE.
But for those who only have time for the Cliff Notes version it is this:
*** Blog about what it interesting, not only what you or your firm are doing. Do not make it only about marketing.
*** If possible, be specific. Don't have a general practice blog that covers every topic under the sun.
*** Don't dwell on "common" selling points of your firm--just focus on building a relationships with a potential client. Believe it or not potential clients don't care all that much about where you went to school, your awards, or even past cases. They care about you as a person and their ability to build a relationship of incredible trust with you.
Translation for legal content writers and law firm copywriting...
Write informative, interesting content on a specific issue with the potential client in mind. Do not dwell on every minor detail of SEO--just add to the useful things to the Internet consistently.