Yes, operating a blog does develop a brandname. Yes, it does bring in business.
Why is there need to deliver this message?
Well, in the volatile world of social networks and social media, blogging is a mature entity. Way back in 2004, Ana Marie Cox was dishing the dirt about Inside the Beltway. It was on the Gawker blog platform.
Since then, so many other platforms have emerged. Being compulsively on LinkedIn Update, Facebook, Twitter, Medium and Instagram seems a lot more cool.
Yet, the blog remains a powerful tool to create unique reputational space out there and develop new business. In addition, for lawyers who hope to turn their communications skills into a profit center, it constitutes an online portfolio. Also, search engines tend to give the blog posts high rankings. That is, if bloggers are doing it "right."
By "right" I mean leveraging the best practices, at the time. Those change with the times, Currently, best practices include:
- Topical references. It makes common blogging sense to opine on X issue before, during and after the U.S. Supreme Court is reviewing it or making the decision whether or not to do that.
- Keywords. The best tutorial in that is to monitor continually what terms high-traffic sites are posting.
- Catchy headline. In this era of distraction, the headline is everything.
- Unique angles. No one wants to ingest platitudes about obstruction of justice. Figure out a provocative angle. Do research. Position and package all that as would a copywriter such as Don Draper on "Mad Men." No, don't sound like a lawyer.
- Outbound links. Those organizations and individuals track those links. They might start inbound links to your blog.
- Post links on other social networks and social media.
- Re-purpose. For example, it can be modified for a post on Medium or a LinkedIn Group.
- Do frequently. No, three times a week in not enough.
- Live-blog special events such as a seminal presentation or panel on impeachment. Add live tweets.
I operate three syndicated blogs. The other two are https://jangenova.com and https://over-50.typepad.com. About 60% of my new business comes from them, directly and indirectly. In addition, I have become a paid influencer. You bet, blogging is a profit center for me.
Binge watch "Mad Men" episodes this coming weekend. The most useful lesson for me was Draper's nostalgia work for Kodak. Here you can experience it.
Place your sponsored content and links on this syndicated site. High Google Rankings. Brandname incoming links. Contact firstname.lastname@example.org for complimentary consultation.