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We all know the theory about the rewards a law firm gains through having content on a blog that people want to read. It demonstrates your expertise, makes you look like real people, Google rankings improve and new clients are attracted. Easy. Well, no, not really. In a world where there is a growing expectation to post new material frequently, many firms struggle to balance quantity, quality and pace. We’ve all been there when we know, deep down, we should have written a blog post but we simply haven’t found the time until about six months after the legislation came in.

Growing firms looking to attract new clients need to address this issue, and an editorial calendar is often a useful way to plan and maintain a quality blog. One of our favourite ‘professional services’ reads – The Rainmaker Institute – published an excellent article earlier this year that explores strategies for this. The following is a summary, but the full article may be found here.

The first challenge is to create blog content that is relevant to the questions people are asking presently, and the article introduces tools to make that easier. Rainmaker suggests an optimisation search engine that takes keywords from your area of law and produces a breakdown of what kind of questions are being asked about that subject, and what kind of answers are being given. This is immensely helpful in that it is a quick and easy way to see what common questions are not being answered widely.

It may be worthwhile especially in larger firms to look at some of the software options for quickly recording the questions that potential new clients are asking at their first contact. Suggestions are made for that. Furthermore, there is helpful advice on how to work out the peak times of the year for certain enquiries. For example, for family lawyers divorce and parenting are popular topics around Christmas time and tax lawyers know that there are certain specific times of the year when tax advice and help will be in demand. Working these out is a good way to start on that editorial calendar.

Their article is rounded out with advice on how to generate further blog ideas from simple keyword searches and how to repackage old content.

The problem is, however much we might be seeking that golden content bullet, articles such as this, however good they may be, are only ever a stimulus to better, clearer thinking. In the legal world of today the firm that is not constantly striving to be relevant is the firm that is going nowhere. Whether you embrace every idea with enthusiasm, or cherry pick just one or two, the most important thing is considering your clients and whether what you’re doing is relevant to what they want, the decisions they’re making and the ways in which they’re looking for proof that you’re the legal adviser they need.