Blogging… Still One of the Best Content Marketing Tools Out There!

Posted by dscaringi on May 20, 2016

Blogging continues to be one of the best content marketing tools available to lawyers across all practice areas. In it’s most basic form, blogging gives lawyers a branded platform for developing a presence and voice on a particular subject matter. It also results in added visibility in a crowded legal marketplace. Here are a few tips to help you successfully blog:

  • Select a blog name that quickly and clearly communicates your blog’s subject matter. Choosing cute or clever names will hurt your search engine efforts. Be sure to put keyword-driven titles and headers to work to help drive visibility to search engines and readers.
  • Write easy to consume content. It is important to keep your content relevant to your intended audience and easy to consume by a variety of people. Your blog posts need to be both informative and interesting to read. Remember, your readers come from a variety of places ranging from potential clients, to referral sources, to journalists.
  • Frequent, consistent posts. Free, relevant content is the key to repeat readers of your blog. That being said, to be successful, the definition of ‘frequent’ needs to come from you, your competition and your audience. Ask yourself the following questions to figure this out:  How often can you reasonably contribute new content? What competitor blogs are out there and how often do they publish posts? What does your audience expect from industry blogs? Where could your intended audience potential look for this kind of information?
  • Use tags and categories. Help readers easily find related posts by using tags and categories to organize each piece of content. These tools also help you identify the topics you have already covered so that you may write future posts to update the reader on an area you are keeping track of.  It can also help you identify gaps in topics related to your readers’ businesses.
  • Keep it short and sweet. Blogs are, by nature, short thoughts and commentary. Cover one topic for each post, keeping your comments direct and helpful.
  • Topics can range from news items, trending topics, changes in the law, industry events and more. The glue that makes it all stick together is relevancy to a specific industry, practice area and even a geographic location.
  • Identify what success looks like to you. Understand how you measure your success before you start blogging. Is success defined by the number of topics you write on, the quantity of hits you get through your social media outlets, the quality of your subscriber base or simply the act of having new content on your blog each month?
  • Track your traffic. Use analytics, such as Google Analytics, to help you understand how many visitors frequent your blog, which search terms they are using to find you, or to identify the topics that are most popular. Then cater your blogging to the most successful mix.

Blogging doesn’t have to be hard.  In fact, it can be fun! Remember that blogging allows you to share relevant information with your networks so that they may in turn, share it with their collective influencers. It is an essential tool to use for building your presence and confirming your authority on your subject matter.

Facebooktwitterlinkedinby feather

Content Marketing, the Key to Becoming a Thought Leader in 2015

Posted by dscaringi on January 5, 2015

Content marketing is a most effective tool for marketing businesses and firms of all types.  In 2015, marketing experts predict that content marketing will remain the go-to tool for not only standard marketing, but also for building a reputation for thought leadership.  Effective thought leadership strategies have always showcased niche knowledge through well written and cleanly presented content. However, to get the most out of your thought leadership content campaign, you need broad exposure to get the most leverage. This crucial visibility comes from an array of well positioned public-facing channels, including social media and blogs, websites, e-books, videos, in person engagements and more. If you want to put content marketing to work for you, make sure it does the following:

  • Provides helpful and easy-to-consume information to an audience who wants it.
  • Is educational in nature.  Content marketing is most effective outside of a hard-sell environment.
  • Fosters conversation that furthers the audience’s search for the right fit.
  • Shares timely material covering topics that your intended audience needs to do their job or further their goals.
  • Uses media that your audience is comfortable using such as written, video or audio.

When using content marketing, make sure you create helpful, easy to find and simple to use material.  To position yourself as a resource, use topics that you are intimately knowledgeable about and give useful information away.  When you prove to be a reliable and consistent source of information, your audience will come back to you over time.  The more often people come back to you and are satisfied with what they learn, the closer you are to becoming a thought leader.

Facebooktwitterlinkedinby feather

Linked In Etiquette: The Unwritten Rules

Posted by dscaringi on September 8, 2014

There is an etiquette to everything.  Whether in a business or personal setting, it is important making a good impression is often the foundation of ongoing relationships. Social networking has experienced exponential growth and we use online tools for almost everything. Just as in face-to-face interactions, there are expected behaviors online that aren’t published hard and fast rules. Here are a few tips to help you navigate Linked In’s unwritten etiquette rules:

  • Don’t Be Self-Serving.  It hurts, but it is true.  People aren’t necessarily interested in what you have to say.  However, they are looking for solutions to their business problems.  Don’t sell yourself in a “me, me, me” kinda way.  Instead, provide helpful information that directs people towards the solutions they crave.
  • Don’t Post Constantly.  If  you are constantly showing up in someone’s feed, you could be sending a slew of wrong messages to those individuals (desperation, boredom and needy are just a few descriptors!). Helpful content is important, but pace yourself.  Just 10 minutes a day on Linked In several days a week should do the trick.
  • Don’t Connect to People You Have Never Met. This is counterproductive to building your network on Linked In. Too many random connections throw off Linked In’s algorithm for feeding you the “people you may know” feature, making it less productive for you over the long-run. However, if you find someone you do want to meet, have a good business reason and ask for an introduction from a mutual connection.  If you don’t have a mutual connection, be very selective as to who you reach out to and don’t always expect a response.
  • Don’t Criticize or Comment Negatively.  It is ok to share your constructive opinion on something, but avoid negative or foul language at all times.  These outbursts reflect poorly upon you within your network.
  • Don’t Promote Your Facebook or Twitter Presence on Linked In.  Social networking is built for relationship development purposes. Don’t ever blanket-announce your broader social presence.  Get to know individuals before asking them to “like” your Facebook page.  You really want someone to follow you on Twitter?  Then find and follow them first.  The same goes for all other social outlets.
  • Don’t Send Messages With, “I see you viewed my profile…”  Although you are able to find this information out, don’t use it against anyone!  This sends a spooky vibe you just don’t want to be associated with!  Build legitimate business reasons for connecting to others on Linked In.
  • Don’t post the Mundane. Keep it relevant and informative. People really don’t care what you ate for lunch, that you are having a tough day or that you love your neighbor’s dog.

Linked In is a great tool for deepening relationships with individuals.  Use it to its fullest potential by creating a full profile, joining and participating in groups and keeping up to date on business happenings.  Steer clear of these unspoken etiquette guidelines and you should be good to roll!

Facebooktwitterlinkedinby feather