If you’re regularly updating your law firm’s blog, you already know that blog posts help you connect with current and potential clients alike. You may wonder, however, if there’s a magic number, schedule, or time frame regarding how often and when you should be posting. Should you be slapping content up every day – even if you really don’t have much to say – or should you leave people wanting more by posting intermittently? Fortunately, it’s no longer a guessing game – there are some tried-and-true guidelines to help guide how often you should be updating your law firm’s blog.
As a General Rule
As a general rule, posting two to four blogs a week is considered a well-rounded approach that should allow your content to make its mark. If you post too infrequently, your readers may lose sight of you altogether, and if you post nonstop, it can be overwhelming. There are, however, two primary caveats to this rule of thumb, including:
- You can post evergreen less often than timely content
- If your content falls into a more competitive niche, such as personal injury or criminal defense, you should post at least as often as your competitors
Inviting Readers In
You carefully craft content for a reason, and the more content you publish, the greater the chances of your posts connecting with potential clients. New, relevant, and compelling content invites people seeking legal help to your site; this is the kind of organic traffic that can bolster your conversions. Digital marketing isn’t all about paid advertising – when you give the people what they’re looking for, they’re far more likely to come to find it. Some examples of content that will likely match up with what potential clients are searching for include:
- Legal updates
- “Do I need a lawyer to ‘X’” articles
- Articles answering commonly asked questions (e.g., “How Much is My Car Accident Case Worth? Do I Need a Lawyer for a DUI?”)
Determining Your Blogging Schedule
You don’t have to pick a number out of a hat when it comes to determining how often you should be posting blogs. In fact, there are six primary factors that can help you hammer out the right blog schedule for your law firm.
One: Your Overall Goals
You don’t blog just for fun – you have goals, and these should guide your blogging schedule. Think about whether you’re going for local brand recognition, establishing your firm as a thought leader, increasing your rankings in the SERPs, or all three. It’s important to know where you’re headed, so you can make choices that help you get there.
Two: Your Industry & Legal Practice Area
As a law firm in a highly competitive market, your industry is always on the move, and your content should keep up (including keeping your published posts updated). Furthermore, the relative competitiveness of your practice area should also inform your posts. If you’re competing for the same cases with a firm that’s posting weekly, you should consider posting twice a week.
Three: Your Resources
You are running a business, which means that you’re going full speed ahead. While you may have a lofty goal of posting four to six times a week, it may not be feasible – even if you have juicy topics at the ready. Crafting interesting, well-written blog posts is time-consuming and requires considerable research and skill.
Fortunately, you don’t have to do everything yourself – there are legal content writers out there who can help you hone your voice and create blog posts that reflect your intentions. In other words, you can do your thing – while allowing professional blog writers to do theirs – and your business can benefit in the process. Budgeting content into your marketing dollars can prove invaluable.
Four: Give Potential Clients What They Need
Posting for the sake of hitting some arbitrary posting schedule is not going to do you much good. Google doesn’t equate quality with volume – they’re trying to connect searchers with what they’re searching for, and you should do the same. If you’re a divorce firm, for example, there are a nearly infinite number of topics that your potential clients can benefit from, and providing a wide assortment of posts within the divorce umbrella is an excellent place to start.
If you already have a trove of legal content that you’ve built up over the years, housekeeping may be in order. Rather than allowing your posts to become redundant – or to provide competing information that is based on changing times – focus on striking a balance between posting new content and updating the pieces you’ve already published. For example, if there are changes to the law, it’s a good opportunity to post a follow-up to an old blog or to update your practice area pages.
Six: Your Catalog of Work
If you are just getting started with your blog catalog – or if you’ve been pretty spotty with your postings – it’s a good idea to build up your overall offerings by making more frequent additions. If, on the other hand, you’ve got a good thing going, you’ll want to maintain a steady flow of new content on the schedule that you determine is right for you, your readers, and your goals.
Need Help with Your Legal Content Marketing? Call Us Today
Regularly posting well-written and salient content to your law firm’s website can be time-consuming. At Lexicon Legal Content, our attorney-led team of legal writers does the heavy lifting for you. We can create content based on the cases you want to attract, your keyword goals, or even the specific topics you provide. Call or contact us online today to learn more.