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Lawyer Marketing: Blog Your Way to New Business

Law firm marketing experts recommend attorney blogging for lawyer marketing programs. Here are some important tips about web content and syndication.

//Rene Perras/ 08/17/2011

Print & Social Options

Much has been said about how attorney blogging can help lawyer marketing programs by creating fresh web content and by "link baiting" other bloggers into picking up your content and providing a link back to your website. While content marketing for lawyers can be an effective tool, both the content written and the manner in which it is shared on the web can have dramatic effects on the degree that it helps your law firm marketing program.

Here are three tips on how to write content for attorney blogging that works.

Write about subjects that are important to your targeted clients. Potential clients are really new to the law, whether it be injury law, family law or wrongful death. If your prospects are already familiar with the process and what to expect, it probably means that they have been through it before and have a lawyer to call.

Don't use legal jargon. We were recently brainstorming for a client whose practice focuses on premises liability. We all had varying thoughts about how a prospect might search for an attorney if they were in need. While there were different opinions about how each of us might search, we all agreed that the average person had no idea what premises liability was or that a broken glass door cutting a patron as they entered a restaurant fell under the same practice area as an assault in the parking light due to negligent security. If you were to blog about negligent security, it would make sense to talk about poor security or inadequate security and use everyday language in your long tailed key words.

Inform and have a sense of purpose. If you educate your prospects about your services, what you have done to help others or to change corporate behavior through your actions, and discuss changes in the law you have an opportunity to build credibility for your law firm. Be genuine and show some of your personality. That connection can go a long way towards minimizing lawyer shopping and turn a prospect into a client.

In addition to the content and the manner in which it is written, how your articles get distributed is also important. If your articles just sit on your blog, then they will probably be crawled and indexed by Google, but they only provide the benefit of fresh content. While content may be king, the more consumers and other bloggers that see, pickup and link to your content the better for your attorney blogging and SEO efforts.

Cepac lawyer marketing created an online private label newsroom product to offer law firms the ability to directly syndicate articles, firm announcements and press releases to the Internet without the need for expensive and cumbersome press release services. This platform enables law firms to have their news transmitted across a large and continuously growing array of newswire partners, with the goal of being picked up by Google news and other major Internet wire services. Virtually no other product offers attorneys the unique ability to create high visibility and improve site rankings through this powerful link building news software platform that also provides assistance in optimizing the content.

For more information on attorney blogging or other lawyer marketing programs please contact Rene Perras or visit


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At Cepac, we're committed to taking legal advertising to a higher level. We understand the growing need for branding and strategic marketing for lawyers. That's why we're here. We're law firm marketing consultants and more. Creating compelling marketing and advertising for the legal profession is not just our business, it's our passion.