10 Types of Attorney Blog Posts

October 14, 2017
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I coach attorneys on how to get started on social media. The most common question I get is how to write a blog post about something that isn't going to be sharing privileged client information. Here are my suggestions for getting started.

1. The Humble Brag

Have you been quoted in an article? Use this as the cornerstone of a blog post. Include your quote as an indented highlight. Summarize a long article, and provide real-world examples that highlight the issue being discussed.

2. Personal Commentary

Tell a personal story, something that happened to you. It will make what an attorney does for their clients real, without offering opinions or legal advice.

  • Best for a hot-in-the-news topic, such as legal issues that arise from a natural disaster.
  • Example: the ABA Journal lists has a "Lived and Learned" page where lawyers talk about how the law has influenced their careers. These are podcasts, but the same lesson applies. Make it personal.

3. Initiative Awareness

Think of these as “Did you hear the one about…” stories. Point out key legal issues, tell readers why they should care about this area of law. Quantify the risks if possible (share real losses).

  • These posts are not case-specific, they promote specific interest areas of the law, and are real-world stories (which people love).
  • Here's a good example on Steptoe & Johnson's CyberBlog

4. Case Update

Give an update on the facts and progression of a current case - not one of yours. One in the news.

5. Conference Wrap Up

You attended an industry conference and came away with information valuable to your clients; this type of post can be created whether or not you actually spoke at the event.

  • Summarize hot topics, list out key takeaways
  • Include a graphic of the conference's logo, if possible
  • If you were a speaker, include your slides/video (post on SlideShare and include a link in your blog post)
  • Here is digital native and brilliant attorney Erin Webb's blog post, written after a speaking slot at an industry conference (on Blank Rome's Policyholder Informer Blog).

6. Aggregation

Has there been a flurry of public interest on a topic related to your area of law? Summarize the best/most interesting writing on the topic, providing links to relevant material.

  • Highlight important points within a long article that tells the story on a more readable (and relevant to your clients) way.
  • Positions you as the go-to resource for topical issues.
  • Great example from Cozen O'Conner, whose attorneys post a regular roundup of activities of State Attorneys General.

7. Client FAQs

Address commonly asked client questions and provide insight on how your practice would handle it.

8. Top 10 Lists

These kinds of posts are always popular, and you may find bullets easier to put together than a few paragraphs of copy.

  • The end of the year/beginning of the new year are ideal times for looks back/forward.
  • Here's a Top 10 in Law Blogs from Jim Walker's Cruise Law News Blog.

9. Top Influencers

Your blog doesn't always have to consist solely of your own original content. Who are the authoritative resources in your industry? Provide your clients with resources you, the insider, find valuable for keeping on top of the issues.

  • Share a post that impresses you or directly affects your clients. Your readers will appreciate the access to a resource that they might not have known about before.
  • Be sure to credit the writer and link back, so your clients know where the content came from
  • Check out Forbes contributing Editor Ben Kerschberg's Eight Great Law and Technology Resources post.

10. Legal Industry Insight

When you can help prospects understand your business -- give them sound advice on how to choose a firm/lawyer, explain the finer points of a new law -- you’re building trust and understanding. It's a great starting point for a professional relationship.

Obviously, these are not the only types of blog posts, but I've found these examples are a great way to make the whole blogging thing real to attorneys.

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