Each great piece of content a law firm creatives becomes an asset. Generating a steady supply of content for your law firm’s blog can be difficult, especially given that a lot of topics can be rather dry and littered with opportunities to use legal jargon that (while understood by lawyers) will not always appeal to the target audience. Content should be relatable, informative and engaging. With this in mind, there are a few tips you can use to help boost the engagement on your posts and even make them more shareable.
Use headings to break up the content
If you have an especially long piece of content, it is definitely worth splitting it up with headings. By doing so, it makes the content much more digestible for the reader, especially if they are scanning through the text. The headings help them identify parts of the copy they want to view without having to read the entire piece.
Heading are also very useful for SEO purposes. Headings using your keywords can be labelled with H tags which are picked up by search engines. The title of the post should be an H1 tag, while subheadings should use the H2 tag.These tags help the search engines identify the text that is relevant to the post, and therefore influences the rankings of the post in search engines.
Source: Business of Law Blog
Infographics are a great visual way of presenting information and making it much more interesting. It is also much more likely to be shared on social platforms. A study by Xerox showed that coloured visuals were 80% more likely to be read.
Use infographics as a way to capture your audience’s attention with the use of graphics and colour. Your blog post doesn’t have to be filled with lots of statistics, it could just be a normal post that may be slightly text heavy. Turning it into an infographic will make the post much more interesting and easier to read.
Search engines love the use of multimedia when it comes to ranking websites in the search results. Video can really help boost your SEO and prioritise you place in the search engines. If you have a really lengthy post, why not present it as a video rather than as just text? Video is an easy way to capture your audience’s attention with even brief video clips often being enough to engage with a user getting content and personality across in a short space of time..
When it comes to creating content, it is important to talk in a language your audience will understand. In the legal industry there are a large number of terms that will only be understood by those working in law. Therefore it is vital that you remember this when you are writing new content. Always have your audience in mind as you want to use the content to generate communication. Keep a professional tone in the copy, but try to add some personality to the piece to make it more relatable when being read. It will make the piece much more memorable.
This also leads on well to the next point, which can allow you to show more of your personality through the content written.
Legal blogs are a place people go to gain an insight into topics related to their interests. They are looking for content that can further their knowledge of legal related subjects and it is important for law firm’s to remember this when producing their content. Content should aim to provide thought leadership in the chosen topic. With this approach, each piece of content will be much more engaging in comparison to articles that simply push the product or service a firm has to sell. If this can be achieved it will lead to higher levels of returning traffic, retention and increased levels of communication.
A good example of though leadership in practice is shown in this article produced by Bird & Bird. While it is only a short piece, it explains their view on how Brexit will affect a number of different areas. They use an interactive infographic to display each of the key areas, which can then be clicked on to find out more information.
Source: Bird & Bird