Legal Bloggers: Strategies for Increasing Your Readership

So you have a blog. Great! Everyone – from legal marketers to managing partners – has probably told you that writing a regular blog will establish you as a thought leader and drive business development.

Unfortunately, it’s not that easy. Finding a blog on the Internet is akin to picking out a needle from a haystack.

Just because you write it doesn’t mean they will read it. For your blog to attract readers, you need to give it a push. And that means coming up with a solid distribution strategy.

Let’s look at potential channels that could send readers to your blog.

Organic Search

You can bet that your target audience will be using search engines – Google, Bing, etc. – to find articles and blogs. Understanding topics and keywords that people search for should be the first step in blog writing.

Use Google Trends and Google News to mine for topics. Then research which keywords people are using to search for your topic. Google’s keyword planner provides data on how many searches are conducted every month. For example, if you’re writing about Title IX, are people using search phrases like “title IX discrimination on campus” or “gender equality in education”?

Once you determine the best keywords, integrate them into your blog – naturally. Don’t overuse phrases again and again. Instead, choose five or six phrases and sprinkle them throughout your blog.

Next, give consideration to your title tag. This is separate from the headline on your blog post. The title tag is what is known as a “meta” field and is accessible on the back end of most content management systems (WordPress, Drupal, etc.). Select one prominent keyword phrase that has relatively high search volume, along with high relevancy, to use in your title tag. Search engines use title tags to index your blog posts. Your title tag is also what search engines use to designate your posts in their results pages.

And don’t forget about “domain authority.” Domain authority is a third-party metric that indicates how well search engines will rank a website in search results. Hosting your blog on your firm website (as opposed to building a brand-new site for your blog) will most likely provide higher authority for your blog.

Email Subscriptions

Have a way for readers to sign up for email alerts that are triggered when you put up a new blog post. This type of “opt-in” automated program delivers your blog to engaged readers – that is, potential leads.

If your blog focuses on various practice areas or industries, creating sign-up categories will help you target your readers with relevant content. As an example, Kirton McConkie recently launched a multi-practice blog that provides email sign-up options by category.

Subscription-Based Legal Syndication Sites

Sites like the National Law Review, JD Supra and Mondaq repost blogs on their websites. These online resources are hubs for general counsel, attorneys and reporters to find information on legal topics. Subscribers can join for free, while contributors pay monthly or annual fees to have their content included.

These types of sites have an added benefit for blog authors: They also use social media and email marketing tactics to deliver your content, creating additional visibility.

Social Media

It goes without saying that social media has the potential to reach an enormous pool of readers. But getting the attention from the right people on social media is a daunting task. Sending out a tweet linking to your blog can be like putting a message in a bottle and throwing it into the ocean. Fortunately, there are a few best practices to help you get additional visibility.

First, decide which social media platforms you’re going to use based on the audience you want to attract. Every social network has a unique culture and demographic characteristics. Don’t waste your time chasing a crowd that’s not relevant – for instance, Snapchat users are not interested in legal blogs.

Once you’ve identified one or two social platforms, search for influencers in your topic area. These influencers will frequently write about and share relevant content and will have high follower and engagement metrics. Start engaging with these people. Don’t bombard them with requests to share your blog, but show interest in their content and join in conversations. Also, sprinkle links to your blog into your social stream. Just be careful not to make it all about you.

LinkedIn Posts

Use the LinkedIn “Publish a Post” feature to repurpose your blogs on your profile. It’s a simple way to expand your reach on LinkedIn. Not only are posts searchable on LinkedIn, but they also are pushed out through LinkedIn’s email notification program.

Blog Directory Sites

Setting up your blog’s RSS feed to relevant blog directory sites like AllTop’s legal section and ABAJournal blogs will drive readers to your blog. Track visits from these sites in the “Referral” section of your Google Analytics dashboard to measure the effectiveness of these visitors.

Guest Authors

I

nvite thought leaders with high online visibility to write guest posts for your blog. These authors will have followers who read their content. If they post to your site, they will help you share their post through their social media channels, which again drives visits to your website.

It may be difficult to recruit guest bloggers. If you find that is the case, try to provide benefits to writers, such as prominent links back to their websites.

Other Digital Marketing Initiatives

Leverage all your digital marketing channels by including a link to your blog in your electronic communications – email signature lines, client alerts, invoices, etc. Add a link to your blog in all your social media profiles – LinkedIn, Twitter, Google+ and Facebook.

As with all digital marketing initiatives, measurement and tracking are key steps for identifying tactics that work and tactics that don’t. Review your Google Analytics or other analytics-tracking platform regularly. Understanding which topics resonate with your readers will inform your content strategy as you go forward.

ARTICLE BY Melanie Trudeau of Jaffe

© Copyright 2008-2015, Jaffe Associates

Up for the Challenge: Harnessing Our Power to Lead – 2015 NAWL Annual Meeting and Awards Luncheon July 16, 2015

Join over 800 leading women lawyers from across the United States and abroad at our 2015 Annual Meeting & Awards Luncheon held at the Grand Hyatt New York on Thursday, July 16. NAWL will recognize and honor leading lawyers who have made a significant impact to improve and diversify the legal profession, as well as NAWL members who, through their time and effort, have made exceptional contributions to fulfilling NAWL’s mission. In addition, you will have the opportunity to participate in interesting substantive programming along with plenty of networking opportunities.

WHEN

July 16, 2015

WHERE

Grand Hyatt and Grand Central, NYC

Register today!

InsideCounsel Super Conference – May 11-13 in Chicago: Early Bird Registration Ends on the 30th! Register now for exclusive NLR Discount!

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All NLR readers get an exclusive $150 discount off current rates through April 30th.
Register today!

The 15th annual Inside Counsel SuperConference, May 11-13, 2015 in Chicago is the can’t miss conference for legal professionals.

SuperConference 2014 played host to a diverse and senior level audience of participants:

  • More than 80 In-House Counsel experts comprised our speaker faculty – GCs, AGCs, and executives
  • More than 80% of attendees were In-House Counsel
  • More than 65% of attendees were senior level and above

The annual InsideCounsel SuperConference, for the past 14 years, has offered the highest value for educational investment within a constructive learning and networking environment. Legal professionals will gain the opportunity to elevate the quality of their performance and learn ways to become a strategic partner within his/her organization. In two-and-half days attendees earn CLE credits, network with hundreds of peers and legal service providers and hear strategies to tackle corporate legal issues that are top of mind throughout this comprehensive program. SuperConference is presented by InsideCounsel magazine, published by Summit Professional Networks.

Receive Exclusive NLR Discount to Inside Counsel's Superconference – May 11-13 in Chicago

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All NLR readers get an exclusive $150 discount off current rates through April 30th.
Register today!

The 15th annual Inside Counsel SuperConference, May 11-13, 2015 in Chicago is the can’t miss conference for legal professionals.

SuperConference 2014 played host to a diverse and senior level audience of participants:

  • More than 80 In-House Counsel experts comprised our speaker faculty – GCs, AGCs, and executives
  • More than 80% of attendees were In-House Counsel
  • More than 65% of attendees were senior level and above

The annual InsideCounsel SuperConference, for the past 14 years, has offered the highest value for educational investment within a constructive learning and networking environment. Legal professionals will gain the opportunity to elevate the quality of their performance and learn ways to become a strategic partner within his/her organization. In two-and-half days attendees earn CLE credits, network with hundreds of peers and legal service providers and hear strategies to tackle corporate legal issues that are top of mind throughout this comprehensive program. SuperConference is presented by InsideCounsel magazine, published by Summit Professional Networks.

Receive Exclusive NLR Discount to Inside Counsel’s Superconference – May 11-13 in Chicago

SC-336X280-

All NLR readers get an exclusive $150 discount off current rates through April 30th.
Register today!

The 15th annual Inside Counsel SuperConference, May 11-13, 2015 in Chicago is the can’t miss conference for legal professionals.

SuperConference 2014 played host to a diverse and senior level audience of participants:

  • More than 80 In-House Counsel experts comprised our speaker faculty – GCs, AGCs, and executives
  • More than 80% of attendees were In-House Counsel
  • More than 65% of attendees were senior level and above

The annual InsideCounsel SuperConference, for the past 14 years, has offered the highest value for educational investment within a constructive learning and networking environment. Legal professionals will gain the opportunity to elevate the quality of their performance and learn ways to become a strategic partner within his/her organization. In two-and-half days attendees earn CLE credits, network with hundreds of peers and legal service providers and hear strategies to tackle corporate legal issues that are top of mind throughout this comprehensive program. SuperConference is presented by InsideCounsel magazine, published by Summit Professional Networks.

Register now! Only one more week until the 22nd Annual Marketing Partner Forum – January 21-23, Rancho Palos Verdes, California

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When

January 21-23, 2015

Where

Rancho Palos Verdes, CA

Register now!

Join us in January as a newly re-imagined Marketing Partner Forum returns to Terranea for a three day summit on collaborative strategies in business development.

The Forum continues to be the premier event for marketing partners, managing partners, in-house counsel and senior-level marketing and business development professionals who want to sharpen their knowledge about the emerging trends and forces shaping the legal business and the impact on law firm business development client service and client relations.

Set against the backdrop of the Southern California sun, attendees will meet for a series of dynamic workshops designed to test one’s ability to approach, engage and close new business with a faculty of leading general counsel and industry icons.

Unlock your business development potential or refine time tested techniques as you network and forge new partnerships with some of the most powerful professionals in the business.

Why should you attend?

• Learn practical takeaways – Depart the event with scalable takeaways that best prepare you for (r)evolutionary change on the horizon

• Hear about compelling new topics – Participate in a number of brand new topics, including how to advance your career across the C-suite, fostering collaboration between professional development and business development, and more.

• Network with a purpose – And enjoy the fresh air, as Thomson Reuters proudly introduces the Marketing Partner Forum Mixer for all attendees.

• Peer to Peer learning – Through a number of interactive seminars and workshops that ask attendees to collaborate and compete

• Great keynote presentation – Eric Siegel, Ph.D., former Columbia University professor and best-selling author of Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie or Die discusses the science and strategy of predictive marketing.

• Meet the legal industry’s New Competition, as Marketing Partner Forum welcomes the Legal New Wave from Silicon Valley and beyond.

Who Should Attend

  • Heads of Marketing and Business Development for law firms
  • Managing Partners

Join LMA New England in ONE week for their Regional Conference! Nov 13-14 in Boston

Register today for the LMANE 2014 Regional Conference:
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When

NOVEMBER 13 & 14

Where

Revere Hotel, Boston, MA

REGISTER NOW!

There are many benefits to attending the LMANE Regional Conference, below are just a few:

LMANE Legal Marketing Association New England Boston Regional Conference

You will walk away feeling energized and full of new ideas to bring back to your firm!

Simplify to Maximize: Register now for the LMA New England Regional Conference, Nov 13-14, Boston

The National Law Review is proud to bring you information about the LMANE 2014 Regional Conference. Register today!
LMA-NE-2014-3

 

When

NOVEMBER 13 & 14

Where

Revere Hotel, Boston, MA

REGISTER NOW!

There are many benefits to attending the LMANE Regional Conference, below are just a few:

LMANE Legal Marketing Association New England Boston Regional Conference

You will walk away feeling energized and full of new ideas to bring back to your firm!

 

GCI 10 Inspiring Women Lawyers to Lead – General Counsel Institute

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Lawyers are trained for many things, to represent clients in court, provide advice on legal matters and work hard to protect their clients’ interests.  Most law schools, however, do not prepare lawyers to lead.  Yet to succeed as in-house counsel, lawyers must be able to lead diverse teams and handle a variety of subject matters.  At the National Association of Women Lawyers® (“NAWL”) Tenth Annual General Counsel Institute® (“GCI 10”) Strategic Leadership: Developing Legal Expertise and Skills to Enable and Empower Yourself and Others in the 21st Century on November 6th and 7th, 2014, eleven leaders will share inspiring stories of how they lead through change, adapt to the ever evolving regulatory, cyber, global and other matters that are challenging their corporations today.  Additionally, they will share how they tailor their approaches to successfully tackle the tasks at hand.

In honor of the tenth anniversary of the General Counsel Institute®, ten of these eleven inspiring leaders are General Counsels.  Brad Smith, General Counsel and Executive Vice President of Legal and Corporate Affairs, Microsoft Corporation, will discuss Top Leadership Traits Critical to Leading, Engaging and Motivating a Global Corporation as the lunch keynote speaker on Thursday, November 6th.  Smith believes that a commitment to continual learning and to diversity and inclusion are two traits critical to successful leadership.  He is committed to diversifying the legal profession to reflect the diversity of the United States as a whole.  To that end, Smith serves as the Chair of the Leadership Council on Legal Diversity (LCLD), an organization of more than 200 corporate chief legal officers and law firm managing partners who share that vision. When asked about learning, developing and growing as a leader, Smith said that he makes it a priority to stretch himself in new ways every year. “I think it’s imperative that one keep growing to adapt to a changing world . . . the three best ways to learn are through reading, listening, and doing.”   He added that . . . “the single best thing one can do is surround oneself at work with people who bring diverse experiences, backgrounds, and points of view to a topic.”

Sandra Leung, General Counsel and Corporate Secretary, Bristol-Myers Squibb Company, will be the keynote speaker at 9:00 a.m. on Friday, November 7th.  She joined the company after leaving the Manhattan District Attorney’s Office where she was part of the original Special Victims Bureau.  Leung rose through the ranks at Bristol-Myers Squibb Company, taking the helm during a crisis, and is now also responsible for Environment, Health & Safety, Corporate Security and Philanthropy.  In her role, Leung has restructured the legal department to meet business objectives and reduced costs, which helped the company thrive in a challenging business and regulatory environment.  She advises leaders to “. . . have great personal integrity and be someone people can trust” as well as “. . . be respectful of people, not just your superiors but everyone.”  At GCI 10, Leung will be discussing what it takes to thrive in today’s regulatory environment.

Rebecca S. Halstead, CEO and Founder of STEADFAST Leadership, is Brigadier General, U.S. Army, Retired, and she will be inspiring GCI 10 attendees as the keynote speaker at lunch on November 7th.  She served as a Commissioner on the President’s Military Leadership Diversity Commission 2009 – 2010 and is the first female graduate of West Point to be promoted to General Officer.  Halstead is also the author of the book 24/7: The First Person You Must Lead is YOU in which she outlines five fundamental truths to support her definition of leadership.  She founded STEADFAST Leadership to extend the lessons she learned throughout her life, including in the military, to future leaders.  Halstead advises that “leadership is about the led . . . therefore one must understand who the people are, what the organization is about, what are the current challenges facing them, and how are they organized.”

In addition to the keynote speakers, eight General Counsels will conduct interactive workshops at GCI 10 where attendees will have the opportunity to earn CLE credit.  These workshops include leading edge topics such as anti-bribery compliance and conducting global business in the cloud, as well as skills such as gaining executive presence to command attention and influence change.  The General Counsels leading these workshops offer the following advice to emerging leaders as a prelude to the conference:

  • Donna Costa, Executive Vice President, General Counsel and Chief Compliance Officer, Mitsubishi Chemical Holdings America, Inc., advises new leaders to have “. . . vision and aspiration, . . . to continually re-evaluate what they are doing. Getting input widely and often from those around you.”
  • Beth DeSimone, Executive Vice President, General Counsel and Secretary, CommunityOne Bancorp, says “The worst that anyone can say if you ask for something is ‘no’ so you might as well ask – they might say ‘yes’!”  She also advises that you should always make time for family, continue your education, and follow your dreams.
  • Vicki Donati, General Counsel, Crate & Barrel Holdings, Inc., advises that one should “. . . speak up when you know something is amiss or when your gut tells you there are considerations not coming to the fore.”  She also shares that leadership is a constant honing process and that by observing people in power you can pick and choose the aspects that fit you to develop your own personal leadership style.
  • Cynthia Gibson, Executive Vice President, Chief Legal Officer and Corporate Secretary, Scripps Networks Interactive, Inc., encourages being true to yourself, including admitting that you don’t know everything and that seeking input from others is key to success as a leader.
  • Leigh M. Harlan, Senior Vice President, Secretary and General Counsel, Tiffany & Co., when asked about evaluating two equally qualified candidates for a leadership position, she states that her selection would be “. . . the individual whose skills, demeanor and values align in such a way that he or she is likely to inspire others to perform at their highest capacity and to promote a fair, respectful and collaborative work environment.
  • Jennifer Rochon, General Counsel for Girl Scouts of the United States of America, has the distinction of serving as the first General Counsel of the Girl Scouts.  She believes that it is critical for leaders to have confidence in themselves, to stretch outside their comfort zones, and to bring those they lead along with them.
  • Monica Weed, Executive Vice President, General Counsel and Corporate Secretary, Navigant Consulting, Inc., points out that assuming a leadership position”. . . requires you to move away from the very things that recommended you for leadership to begin with into areas in which you are unproven.”  The ability to learn from others and to be flexible as circumstances change are characteristics that every leader should possess.
  • Linda Willett, Senior Vice President, General Counsel and Secretary, Horizon Blue Cross Blue Shield of New Jersey, advises new leaders to “identify role models, observe their leadership behaviors, and adopt those that work for you.”  Willett also shares that the art of tailoring a message to the intended audience is an important skill for leaders to develop and encourages emerging leaders to join not-for-profit boards to experience “sitting on the other side of the table.”

There’s still time to register for GCI 10, so come be inspired by these 11 leaders by going to Programs & Events at www.nawl.org!

About GCI 10:  The General Counsel Institute is designed to increase the effectiveness of in-house women lawyers at the top tiers of their corporate law departments. This annual program targets in-house counsel who want to build professional and management skills to improve the functioning of their practice groups or legal departments and their interaction with C-suite executives with focus on pressure points, strategic decision-making, measurements of success for in-house counsel and what it takes to improve such skills. The General Counsel Institute is collegial and interactive and a terrific opportunity to talk and network with the presenters and professionals from Fortune 500 companies.

About NAWL:  The National Association of Women Lawyers (“NAWL”) is a national voluntary legal professional organization devoted to the interests of women lawyers and women’s rights. Founded in 1899, long before most local and national bar associations admitted women, the Association is an educational forum and has an active voice for the concerns of women in the legal profession.

NAWL continues to support and advance the interests of women in and under the law and the social, political, and professional empowerment of women. Today, members of the Association represent all areas of legal expertise: public and private sectors; for-profit and not-for-profit; and large and small organizations. Through its programs and network, NAWL provides the tools for women in the profession to advance, prosper, and enrich the profession.

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Join the ABA for their Securities Fraud Conference in New Orleans – November 13-14

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When

Thursday November 13 – Friday November 14, 2014

Where

The Westing New Orleans

Each year this National Institute draws elite officials from both the U.S. Department of Justice and the U.S. Securities and Exchange Commission for an exclusive educational and professional forum to examine current legal and ethical issues relating to securities fraud.

  • Program highlights include:
  • Creative Discovery Tactics in Defending Securities Fraud Allegations
  • Compliance Chiefs: The Role of the Internal Watchdog
  • Future of Private Plan Securities (including the recent Stanford Supreme Court decision)
  • Too Big to Fail: If All Else Fails, Do Guilty Pleas Matter?
  • Sez Who? SEC Targeting Attorneys Who Allegedly Obstruct Enforcement Investigations (ETHICS)