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.
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.
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.
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).
Give an update on the facts and progression of a current case - not one of yours. One in the news.
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.
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.
Address commonly asked client questions and provide insight on how your practice would handle it.
These kinds of posts are always popular, and you may find bullets easier to put together than a few paragraphs of copy.
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.
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.