There is a large and expanding universe of legal bloggers clamoring for “thought leadership” status. And it doesn’t matter how jam-packed your blog is with niche-tuned, well-placed keywords and expertly turned meta descriptions. It likely will take at least two or three years to achieve the level of awareness and site traffic needed to support a reliable stream of speaking opportunities, journalist inquires and leads (assuming that’s why you’re blogging).
If you’re not satisfied with grinding out blog posts and patiently waiting for an uncertain payoff a few years along, then start thinking outside your own blog, and merchandising more types of content than your blog posts.
- Create an inventory of content that’s useful, but can’t be easily repurposed for your blog — Lawyers are in the business of creating content — think pleadings. While not suitable for your blog, public record court filings can be of great interest and value to other lawyers and potential clients seeking specific experience and expertise. The same can be said of content types, like journal articles, newsletter stories and CLE presentations that can’t run “as is” on your blog.
- Invest in content distribution services — I recently tweeted a link to a friend’s SlideShare presentation, to which he replied “I wish I had as much traffic on my blog as I do on this presentation.” Speaks volumes, doesn’t it? Content hosting and distribution services like JD Supra and SlideShare enable you to open an online storefront for your full content inventory. These platforms are purpose-built to generate visibility and ubiquity for your content that you’re highly unlikely to create through blog SEO alone. Leveraging all your content in this way increases the probability of your content being discovered, and that discovery will drive traffic to your blog and/or website.
- Cultivate guest contributor opportunities beyond legal blogs — Google’s new search algorithm favors quality and frequency, so blogs in crowded and highly competitive segments like “mommy blogs” and small business services are actively recruiting guest contributions from subject matter experts.