Content creation Archives - Page 5 of 14 - The Attorney Marketing Center

3 keys to effective content

June 15, 2023 by David M. Ward

The reason you publish a blog or newsletter, post anything on social media, or deliver presentations, is to achieve a desired outcome. You’re not merely exercising your fingers or your voice, you want to inform or persuade people to do something.

If you do, your content is effective. If you don’t, you might want to make some changes.

There are lots of things you can do to improve your content and make it more effective. Editing, formatting, optimizing for readability and search, and more. But there are 3 things your content should always be or have:

Clarity. Nothing you write or offer will do you or your readers any good if they don’t understand it. Your message must be clear and easy to follow, with sufficient detail and precision so that readers know what you want them to know or do. Explain terms, provide examples, and show them what you want them to see. If you maintain a publishing checklist, make sure “clarity” is at the top.
Helpful. Your message should help readers be, do, or have something they want or need. Your message should give them a reward or benefit for taking the time to read or listen. Teach them something important or useful, get them to think about something, or help them make a better decision. And if you can’t write something helpful, at least write something they will find interesting.
Next. Tell them what to do with this information. How to start, how to do it better, where to go to find additional information. End your piece with a “call to action” so they know exactly what you want them to do. That might be to call you, share your content, fill out a form, sign up for your webinar, or download your report. Tell them what to do, and why, i.e., how they will benefit from doing that.

Make your message clear and easy to follow, provide helpful or interesting information, and tell them what to do next. These are the keys to effective content.

Filed Under: Communication, Content creation, Writing

What’s new?

June 12, 2023 by David M. Ward

In your blog or newsletter or other content, it’s okay to repeat yourself. Go ahead and write about familiar topics. As long you’re providing helpful information, or reminding them about important things you’ve told them before, you’re good.

Just make sure you follow Rule No. One: “Don’t be boring”.

On the other hand, when you have the opportunity to tell them something new, take it. Because new is better.

We watch the news (God help us) because it’s “new”. We believe we’ll see something different, helpful, or interesting. Your subscribers and clients and followers do the same thing when they click on your content.

And almost anything can be new.

Write about something you haven’t talked about before, or a new take on something you talk about often.

The law is always changing. You can always find something new to talk about.

New legislation, new decisions, new rules, and new cases you’ve handled or heard about. There’s a new consumer advocacy group doing something important (or wasting everyone’s time), a new idea making the rounds, a new blog or website or social media channel.

Write about it. Tell them what’s new.

Maybe you’re packaging your services in a new way, opening a new office, launching a new presentation, or tweaking your fee structure. Maybe you have a new employee, a new practice area, or a new page on your website.

Tell your folks about it and how it benefits them. Does it make you better able to help them? Will it help them save time or money? Make things easier or better?

It’s news. So tell ‘em. But don’t worry about it if it doesn’t do those things.

As long as your “news” is interesting, your clients and subscribers and followers want to hear about it, or at least won’t mind you mentioning it.

In part, because it’s coming from you and they’re interested in what you do, what you like, and what you think.

Your content isn’t merely a mechanism for educating your reader about things they need to know or do, or showing them how you can help them. It’s also a mechanism for building a relationship with them.

You talk to them (on paper), they listen. Sometimes, they reply. But always, they are a part of your world and you are a part of thers.

You don’t have to write anything amazing to foster that. Almost anything will do. Especially if it’s new.

How to write a newsletter that brings in more business

Filed Under: Content creation

TLDR?

June 5, 2023 by David M. Ward

I usually write short blog posts because long posts often get skipped (because readers are busy) or postponed (and then skipped).

I’d rather show up in your inbox frequently and give you something you can read in a couple of minutes.

But there are advantages to longer posts:

Longer, more detailed posts tend to get more traffic than shorter posts because they often rank higher in search engines.
Longer posts give you room to provide more tips and more thorough explanations of complex or abstract concepts, providing more value to visitors looking for help, and to find an attorney.
Longer posts are generally more authoritative than shorter posts because there is room to provide more examples, citations, graphics, and links to other posts (yours and other authorities).
Longer posts keep visitors on your blog longer, making it more likely they will read your other posts, as well as pages about your services, your upcoming events, and other content, and more willing to sign up for your newsletter.
Longer posts tend to get more Likes from readers and links from other blogs.

In short, longer, more detailed posts provide opportunities to get more readers, subscribers, and clients.

But none of that happens if people aren’t reading your posts because they look too long to read. In addition, longer posts take more time to research, write, optimize, and format, which means you can’t publish as often.

What’s the solution? A combination of long and short posts can give you the best of both worlds. Long posts for traffic, authority and engagement, short posts to get more people to read what you write, creating a gateway to your longer content.

If you’re new to blogging, you might write 1000- to 1200-word posts once or twice a month, and 300- to 500-word posts, once or twice per week. On the other hand, if you’re new, it’s better to write anything, because building the habit of regularly creating content is more important than how long it is or often you publish it.

How to write a blog people like to read

Filed Under: Blogging, Content creation, Newsletters

New blog, newsletter, or podcast? This will help.

June 1, 2023 by David M. Ward

When I started writing a blog, one of the first things I did was to find other blogs in my niche, to see what they were doing. I learned a lot and was convinced I could do what they did. If you’re thinking about starting a blog or newsletter, or want to re-start or re-invigorate yours, I suggest you find blogs and newsletter published by other lawyers and use them as a model for your own.

It doesn’t matter where they are located, or even their practice area. You can learn something from each blog you follow or subscribe to.

Study them and take notes:

How often do they publish?
How long are their posts, articles, episodes, etc?
What is their writing style? Formal? Informal? Somewhere in between?
Do they write about news or evergreen topics?
Do they advocate or educate?
Do they write detailed posts, with citations, or something more beginner-friendly?
How are their posts structured? What formatting choices have they made?
Do they do interviews? Guest posts?
What do they offer as an incentive to sign up?
What calls-to-action do they use?
Do their blog posts get comments? Shares? Or is that function turned off?
Do they use images or mostly text?
Do they promote their services directly or just a provide a link to their website? If they promote their services, do they “pitch” hard or less so?

What do they do that’s working? What do you like? What would you change?

Also note ideas for topics you could write about.

You’re not looking for the perfect newsletter or blog to emulate, you’re looking for ideas and inspiration. You might like how one blog structures its content but prefer another’s writing style. You might like how one blog is consistent or how another uses a variety of detailed and lengthy posts mixed with brief and lighter fare.

Guess what? You get to choose.

This exercise might get you excited and ready to start or re-start your blog or newsletter. On the other hand, it might convince you that you don’t want to do this, at least not right now, and turn your attention to something else.

Before you decide, try something. Put some content out there and see what happens. Content marketing might not be your favorite marketing method (now), but if it makes your phone ring the way I know it can, you might just change your opinion.

How to start a blog that makes your phone ring

Filed Under: Blogging, Content creation, Newsletters

Denny Crane

May 8, 2023 by David M. Ward

My wife and I are watching Boston Legal. Yeah, first time. I don’t have anything I want to tell you about any of the characters or storyline, or how that firm does rainmaking, but at some point, I know I will. .

So I’ve started a page in my notes app to record ideas about that.

Other than a title, that page is currently blank. But it serves an important purpose because every time I see that note, it will remind me (and my subconscious mind) to find something to write about.

That note is a placeholder for a future blog post.

Yes, I could simply put the idea in a list of blog post ideas, just as I do for future projects or someday/maybe tasks. But there’s something about opening a new folder that makes an idea a bit more likely to happen.

It also gives you a place to collect notes and information for that project or idea, which helps you get started on it.

Tiago Forte says, “When you have a place for something, you find more of it.”

Set up a placeholder for the book you want to write, the investment you want to research, or the project you want to start. Set up a note for the blog post you’re thinking about.

You’ll probably feel compelled to add notes, ideas, web clippings, photos, quotes, bullet points, research, and other things related to that project or post.

Which means you’ll be a stop closer to getting started.

Filed Under: Content creation, Productivity

I should have done this years ago

May 5, 2023 by David M. Ward

For a long time, I’ve talked about the value of choosing tomorrow’s tasks today. Instead of writing your task list each morning, write it the night before.

And for years, that’s what I’ve done.

Previously, I had to wake up my brain each morning and plan my day, and it was often quite a while before I started working. Now, I know what’s on tap for the day and I can get to work immediately.

One of my daily tasks is writing a blog and newsletter. Choosing the subject the day before has made a big difference for me, especially since I often find it takes longer to choose the topic than to write the post. Choosing the topic the day before has the added benefit of allowing my subconscious mind to work on the topic overnight.

This has worked well for me. But here’s the thing. . .

Sometimes, I get towards the end of the day and see I still need to choose tomorrow’s blog topic. I do it, but if I’m tired or finishing up something else or I’m hungry and ready to call it a day, I may not have the presence of mind to do it.

So recently, I changed my workflow. A small change, but it has made a big difference.

Now, as soon as I finish and publish “today’s” post, I choose the following day’s topic. I don’t do this in the afternoon or evening, as before, I do it immediately.

It’s not a separate task, it’s part of the “write blog post” task. So effectively, I have one less task to do that day. One less thing to think about, or do, especially when I’d rather do something else.

If you write a blog or newsletter or post content on social, try it. Choose your next subject as part of finishing the one you work on today. .

Actually, you can do this with any type of task, not just writing.

Before you finish working on a case or project, choose the next one to work on. Make it part of your process, so you can roll from one into the next one. You may find, as I have, that it makes for a more productive day.

Filed Under: Content creation, Productivity

How-to articles for lawyers are good. This is better.

May 3, 2023 by David M. Ward

Lawyers write a lot of blog posts and other content that explains how to do things. That’s good because “how to” is a very popular search term for people with legal issues.

But prospective clients also want to know “why”.

You tell them to do something, or avoid doing something, but your advice is much more persuasive and valuable to them if you tell them why.

If you handle personal injury cases, don’t just tell people what to say to the other driver, and what to avoid saying. Tell them why.

In fact, it’s a good idea to write blog posts and articles with a headline or title that features the word “why”. When someone sees that word, they become curious. “Why should I do that?” “Why is that a mistake?” and they read the article to find out.

You should also use the word “why” in your calls-to-action.

You want them to call and make an appointment? Tell them why. What do they get if they do? What are the benefits? What will that appointment help them do or avoid?

You want them to download your report? Fill out a form? Sign up for your webinar? Hire you (instead of any other lawyer)?

Tell them why.

Don’t stop writing how-to articles. They always have and always will be effective. But they are more effective when you also tell people why.

Filed Under: Blogging, Content creation, Copywriting, Newsletters, Writing

If it’s Tuesday, it must be Belgium

April 27, 2023 by David M. Ward

If you write a blog or a newsletter, have a podcast or channel, write articles or post content on social media, I bet there are times when you don’t know what to write. So you skip this week or this month but, unfortunately, before you know it, you’re not producing anything.

You know you should, and you want to, but life (and work) get in the way.

You’ve tried setting up a schedule. You want to write a weekly blog post or newsletter, for example, and have calendared Thursdays for doing that. But Thursday rolls around and you still don’t do it.

Sure, collect ideas throughout the week, so you have more than enough for next Thursday. But there’s something else you can do.

What’s that?

First, choose 4 or 5 areas in your niche your subscribers and followers are interested in. One of those areas would obviously be your core practice area.

If you handle personal injury, this would include writing about the law, procedure, insurance, negotiation, settlement, litigation, trial, appeals, and so on. If you have other practice areas, they would be one of your other subjects. You could also create content about debt, investing, credit, and other consumer-oriented matters.

Once you have chosen your broad content areas, make a list of subjects related to each. Then, calendar one of those areas or subjects per week (for a weekly newsletter, etc.). Dedicate that week to that subject and rotate through these areas on a recurring basis.

The first week of the month, you might write about the law in your field. The second week, you might provide consumer (or business) tips. The third week, you might share stories about interesting cases or clients you’ve had or heard about, or something law-related in the news. The fourth week, you might write about how you do what you do (interviewing clients, opening and closing files, research, investigation, etc.)

Next month, you do it again.

This way, you keep things fresh and interesting for your readers and never run out of things to talk about.

Newsletter marketing for attorneys

Filed Under: Content creation, Newsletters

When you have nothing new to say

April 24, 2023 by David M. Ward

Do you ever feel like you’re repeating yourself? Saying the same things again and again in your newsletter, blog, or on social media? Talking about the same services, the same problems and solutions? Making the same offer? Promoting the same event?

You want to stay in touch with your list (and you should), but if you keep saying the same things, they’re going to tune out.

Or will they?

They tuned in because they’re interested in the things you know and share. So don’t change your message. Change the way you present your message.

As a friend of mine puts it, “Change the wrapping paper around your core idea and you can repeat the same message every time you connect. . . but it will feel new and different”.

The simplest and often the most potent way to do that is to tell a different story.

It can be something simple—something your client or another party said or did, a question they asked, how you met them, or something you thought about the facts or the law.

You can write about almost anything and make your blog post or article interesting. . . and different.

You can even write about your pets.

If you’ve followed me for a while, you may recall that I used to have cats and wrote about them from time to time. I’d talk about things they did or about a recent trip to the vet and how long they kept us waiting before they saw us, and use this as an example of how not to treat your clients in your waiting room.

You can use things that happen to you personally or in your practice to add color and interest to your message, without changing your message.

Change the wrapping paper and you can keep readers interested and engaged no matter how often you deliver your message.

How to use an email newsletter to build your practice

Filed Under: Content creation, Email, Newsletters

Just google it?

April 3, 2023 by David M. Ward

When you’re fresh out of ideas for blog posts, newsletter articles, or other content, you can always head over to your favorite search engine, put in some keywords related to your field, and see what people, a.k.a. prospective clients, are searching for.

Not only will you get ideas for your next blog post or article, you can use the same search terms they use, or a variation thereof, in your title or subject.

The subjects they search for, the questions they ask, can not only provide you with subjects to write about, but search traffic to your blog or article.

You can wing it and see what comes up, or use a more methodical method:

Type a keyword in the search field, press the spacebar, type the letter “a”, and you’ll get 10 search results (on Google) in the drop-down menu. Copy these and search again using the same keyword and the letter “b”.

You can go through the entire alphabet and get more results. You can then type in keyword phrases instead of single words and go through the process again.

And then, if you want even more results, choose a different keyword (or phrase) and search again.

30 minutes of searching and you’ll have more topics than you can shake a stick at.

But there’s more. . .

On the Google search results page, look for the “People Also Ask” section. You’ll see questions related to your search term. Grab some of those questions and answer them in your next post.

Then, scroll down to the bottom of the search results page and look for the “Related Searches” section. Yep, even more ideas.

You can also use the “Google Trends” tool to find more current or newsworthy (trending) ideas.

But you’re not limited to using dusty old search engines to find ideas. Now you can use one of the many AI tools that are popping up everywhere.

This morning, I asked one of those AI Chabots, “What are some ways to get ideas for blog posts other than using google?” It gave me several suggestions:

Look at your competitor’s blogs, “to see what topics they are covering. this can give you ideas for new topics, or inspire you to approach a topic from a different angle.”
Ask your readers what they would like to see or see more of. Use a poll, email, social media, “or by simply asking for feedback in a blog post”.
Peruse social media popular posts or hashtags to see what people are asking or talking about.
Attend industry events (to learn the latest trends and news in your niche and write about those subjects).
Use tools like BuzzSumo, Feedly, or Pocket to see what’s being covered.

And that was just a few results from asking a very general question.

You can ask these bots much more specific questions that elicit more detailed responses related to your field and your target market.

Ask it what estate planning subjects are popular with people in your area who now work from home. Ask it to tell you the questions burn victims typically ask when they’re looking for an attorney who specializes in this field. Ask it to tell you which market sectors are more likely to buy or sell commercial real estate in the next few years.

And if it doesn’t give you enough information, or specific enough information, ask follow-up questions until it does.

My favorite part: unlike simple search engines, these bots remember what you previously asked, and the answers it provided, which means you can carry on a conversation with it and get better results.

Don’t rely completely on anything it tells you, of course. Use the results you get as a starting point—ideas to research and write about.

More ideas than you could ever use.

Filed Under: Blogging, Content creation, Writing