New Media Marketing for Attorneys through Blogging, Part II

New media marketing for attorneys should focus on blogs as a core principle because blogs allow for quick, easy and effective content creation.  In new media marketing for attorneys and general internet marketing for attorneys, content creation is key.  Unlike with a regular static website, where a creator of content would generally need some knowledge of html or a program that would allow for updating of a website without the use of html, creation of content through a blog is extremely fast.  With Wordpress, for example, a blogger simply logs into the blog, clicks "New Post," types in an entry, and presses "Publish."  It's that easy.  Search engines love sites that are updated with regularity, and blogging is an easy way to consistently update a website.

How often should a lawyer blog?  There is no definitive answer to this question, other than the response that posts should made regularly and with consistency.  For some lawyers, once a week may be the only feasible solution.  However, blog posts should generally be made at least twice a week.  Ideally, a lawyer should blog three or more times per week.  And once a lawyer establishes a routine for blogging, he or she should be "predictable" with regard to when blog posts are made.  The significance of "predictability" is that readers of a blog develop certain expectations.  With a newspaper subscription, a subscriber has set expectations of receiving a paper, for example, every day.  Blog subscribers are no different in that they come to expect posts with a regularity that is consistent the with pattern and practice of the regularity of previous posts.  As they receive such posts, they continue and appreciate their RSS or e-mail blog subscriptions.

Although a law firm's marketing committee or other committee can attempt to establish a blog, the key is for an individual attorney or attorneys to be committed to the practice and discipline of regular blogging.  Internet marketing for lawyers through blogging is one of the quickest, best ways to produce regular content and create "spider food" for the search engines.