Law firms use newsletters as a marketing tool. It’s distributed via mail and email. Some firms publish the articles on their websites, often as a PDF document. Others are abandoning the newsletter altogether for blogs.
It’s a no brainer for law firms to get their email newsletter content onto Blogs as soon as possible, says Kevin O’Keefe, one of the more visible and vocal advocates for law firm blogging:
It is inexpensive, blogs are easy to use, presumably law firms are producing the content so it can be seen by more people and email newsletters can still be distributed.
But firms gripe that they have no time to feed the beast or even know what to blog about. A simple solution is to convert existing practice area and industry group newsletters to blogs.
Some firms are already doing it
Some firms have already made the switch. I discovered this when pulling up Reed Smith’s site and saw that they had newsletters as well as blogs.
A scan of their 19 newsletters revealed that only 2 were current through 2011. Many were converted to blogs, like the Health Industry Washington Watch:
Reed Smith launched Washington Watch as an email newsletter in February 2003. After more than 100 email issues, we have decided to take advantage of a blog format which we hope will make our content more accessible (including search features and archives) and allow us to deliver our reports in a more efficient and timely manner.
Mission accomplished. Of the 17 blogs launched by the firm, all but one remain current through 2011.
Blogs increase traffic bringing potential clients
Reed Smith chose to host its blogs on their own unique domains with each having a set of industry related topics or categories. Reed Smith’s logo is prominently displayed on each blog driving targeted traffic to it’s site. It also provides valuable inbound links which increases the the firms website ranking for competitive keywords.
Additional benefits of blogging
Among the benefits that Kevin identifies are:
- Brief content made it easy and enjoyable for contributing lawyers.
- Distributed when done, rather than at monthly or quarterly intervals.
- Reduced marketing department time with lawyers posting content directly to blog.
- Content is indexed on search engines so content is now seen by broader audience than with newsletter.
- Distributed by RSS and email.
- Index by topic of archived content that’s fully searchable.
I’ll add another. It gives the firm rich, relevant content to put out on their social media platforms. Content that leads right back to them.
When starting a continuing legal education venture a few years ago, I decided to create a blog instead of a static website. All the research pointed that way, and frankly it was the least expensive option. I started blogging about all things CLE. Over the next three years, referrals aside, at least 90% of my clients came as a result of the blog.
Law firms don’t have to start from scratch. They already have the content, the writers. Choose a blogging platform and start converting those newsletters.