9 Awesome Legal Blogging Strategies: This presentation was created for lawyers or law firm marketers interested in learning and creating content for their law firm blog. We go int the 9 different blog techniques and the SEO Benefits of creating them. In the webinar you will learn about: The News-Jacking blog The Practice Area Supporter blog The Curate blog The Influencer blog The Video blog The Interview blog The Stats blog The How-to and List blog The Slide Deck blog And we will dive deeper into getting your website audited for technical SEO errors. http://www.wedowebcontent.com/eight-blogging-strategies/

2. THE MOST
INTERESTING MAN IN
THE WORLDS SEO
BLOGGING STRATEGIES
FOR LAW FIRMS
www.wedowebcontent.com

3. What is a blog?
 "Blog" is an abbreviated version of "weblog," which is a
term used to describe websites that maintain an
ongoing chronicle of information.
 1998 marks the first known instance of a blog on a
traditional news site, when Jonathan Dube blogged
Hurricane Bonnie for The Charlotte Observer.
 “Weblog” was shortened to “blog” in 1999 by
programmer Peter Merholz. It’s not until five years
later that Merriam-Webster declares the word their
word of the year.
 http://www.webdesignerdepot.com/2011/03/a-brief-history-of-blogging/

4. Why Should We Blog?
 Blogging is good
for SEO, The
user experience
and can be
therapeutic if
you like to
write.
 The Numbers
don’t lie.

5. What is the SEO Value of Content?
Content is king. You’ll hear that phrase
over and over again when it comes SEO
success. Indeed, that’s why
the Periodic Table Of SEO Success
Factors begins with the content
“elements,” with the very first element
being about content quality.
 http://searchengineland.com/guide/seo/content-search-engine-
ranking

7. Before you begin to create
content (blog)
 Audit Your Website: Before you begin writing your new plan, researching
your content, researching competitors and keywords STOP and have an SEO
Consultant run a Technical Audit for your website.
 Pinpoint your reason for creating content: Who are you writing to? Who is
coming to your website? What type of content will you create for the
different stages of the buying cycle? (See Yvette’s presentation about this).
Create a persona for your clients.
 Evaluate your website content and navigation: What content is on your site?
Who is it targeting? Are you answering all the questions a user may be
asking? Go beyond your main pages and create a silo for each practice area.
If you’re writing about work injuries, write a page about each injury in
detail and include images and video if they are available. This is good for
optimization.
 Centralize your content: Create a database for your content. You can do
that with a spreadsheet that will help you organize topics, tags, dates,
where you shared the content, and more. We write 1,000s of pages
monthly, so we had to build a more comprehensive database internally. But
you can easily start with Excel. This can be helpful for jotting down ideas
for topics as well.

8. Before you begin to create
content (blog)
 Research: What are your competitors doing? What posts are people
sharing and liking on social media? You can use BuzzSumo for help
or your social media analytics (insights) for data about preferred
content and demographics.
 Research some more: What keywords are you targeting? I like to
use SEMrush.com for research or sometimes just a Google search
because the tools can show a low return depending on the amount
of traffic the term or topic is getting.
 Create a calendar: Again – content (and social media posts) should
have purpose. Creating a calendar will help you organize it all.
When you create a content calendar, it helps you prepare for
future content like holidays and special offers. Start with a 60 day
content calendar.

9. Blogging Types
 The News-Jacking blog
 The Practice Area Supporter
 The Curate blog
 The Influencer blog
 The Video blog
 The Interview blog
 The Stats blog
 The “How to” and “List blog”
 The Slide-deck blog

10. The News |News-Jacking Blog
News-Jacking- The art of adding your opinion and ideas into a
current news piece.
 How: sign up for local news alerts and then cite and give your
opinion on a news piece that would interest your readers. Make
sure you are using a credible news source and link back to the
original article. This is a great strategy as it keeps your clients up-
to-date and shows that you are too. You might not be able to get a
post up that day, but do it as quickly as possible and make sure
you explain how it might affect your readers. This content needs
to go up quickly as the news life cycle is short.
 Benefits
 Good for SEO
 Linking to reputable source
 Could be snagged by a journalist
 Affordable and quick

11. The Practice Area Support Blog
Practice Area Blog- Create content categories and blogs that
will support your practice area pages.
 How: After your main practice area pages and sub-topic pages are
created we encourage you to support your practice areas with
relevant blog posts.
 Sample Posts:
 5 things to do after an accident
 Proving the Legitimacy of Your Marriage When Applying for a Green Card
 Civil vs. Criminal Contempt in (Your State)
 Benefits
 Good for SEO and the user
 Linking to reputable source

12. The Curation Blog
 Content Curation Blog- Content curation is the process of collecting,
organizing and displaying information relevant to a particular topic
or area of interest. Services or people that implement content
curation are called curators. Curation services can be used by
businesses as well as end users. http://en.wikipedia.org/wiki/Content_curation
 How: Find the most popular content (blog, article, image, infographic,
etc.) in your niche using a REDDIT or BuzzSumo and aggregate it together
to create a new piece of content. Introduce your topic and use each
article as a subheadline. Make sure you use an image for each and always
give credit to the original article.
*Quotes from industry leaders or influencers can be a good content curation blog.
 Benefits
 Linking to reputable colleagues in your niche
 Spreading the love for influencers and curating content for your viewers
that is relevant to their queries in one page

13. The Influencer Blog
 The Influencer Blog- Content post created with the help
from key niche influencers.
 How: Get a few experts in your niche to give you a short answer to a
specific question your readers would be interested. Aggregate these
questions and answers into one post. Make sure you write a catchy
headline and introduce your question. Make sure to get a good headshot
from each expert and align it next to his or her answer. Don’t forget to
link to each expert’s website as well.
 Benefits
 Creating a relationship with an influencer
 Good SEO value
 Creating new and educational dynamic content your viewers may be asking
for
 Makes you look like an authority

14. The Video Blog (Vlog)
 The Video Blog- A video blog or video log, usually shortened to vlog, is a
form of blog for which the medium is video, and is a form of web
television. Vlog entries often combine embedded video (or a video link)
with supporting text, images, and other metadata. Entries can be
recorded in one take or cut into multiple parts. The vlog category is
popular on YouTube. https://en.wikipedia.org/wiki/Video_blog
 How: Find a topic, do your research, find a video, create a kick-ass headline, and embed the
video in your blog. Make sure to add your own unique analysis underneath the video. Feel
free to combine the news, curation blog, and influencer blog post strategies to make your
post a winning one. Always remember to cite the creator of the video. Rather make your own
video than use someone else’s? Go for it. I tell my clients and followers if you can’t write or
don’t have the time to write a blog post, take a few minutes and, just make sure it looks
professional.
 Benefits
 Using video is great for the user experience
 Video helps decrease bounce rate
 Quick to create
 Good for SEO

15. The Interview Blog
 The Interview Blog- Set up and interview with a client (case study).
Industry leader, or market influencer.
 How: Reach out to influencers and experts in your area for an interview. A client interview
or case study would be good content to post as well. Your interview can be solely text, a
recorded phone call using join.me, or a video interview. Be warned: an interview blog post
takes more research and more time to prepare.
Make sure you prepare by researching your subject and learn as much as you can about him.
The last thing you want to do is ask him a question that you could have found through a quick
Google search. Get all your questions written down ahead of time and send them to your
subject. Be sure to include your takeaways from the interview. If you’re using video, you may
want to have a professional edit it.
Try using a service like Fiverr for video, audio editing, and transcriptions. Be sure you tag
your subject in your social media posts and remember to thank him for taking the time out.
 Benefits
 Show expertise
 User experience
 Good for SEO

16. The Statistics Blog
 The Statistics Blog- A blog citing specific industry statistics.
 How: Create a post that answers a number of questions with aggregated statistics or an
awesome infographic. Adding statistics in your blog can make it seem more authoritative.
Infographics are great for showing numbers and can be social media gold. For an attorney,
using client case studies can be a good way to display statistics.
Including statistics in your blog post ends the argument on a specific subject because the
numbers do not lie. A headline or subject line will seem more persuasive with a number
attached to it.
Which of the below headlines would appeal more to you?
 Sample:
 “Hiring a family lawyer has shown to be a more effective way to collect child support.”
 “Hiring a family lawyer increases your chances of collecting child support by 40%.”
 Benefits
 Show expertise
 Shows authority
 Social sharing Informative/educational
 User experience Interesting way to share information

17. The How to & List Blog
 The How to & list Blog: A post showing the user how to do...
 How: A video is worth a million words, especially when it comes to how-tos. Think about
it; when you look up how to do something, would you rather read instructions or watch a
video? If you are in a pinch you can research one that has already been created; however,
creating your own video allows you to re-purpose your content. When creating the post on
your how to video make sure you introduce the video, describe it, discuss it, and show
takeaways. You might also want to include a transcription of the video. Research a specific
topic in your niche that your clients or users may be asking about.
 Sample:
 “What to Do if You’re Stopped for a DUI.”
 Benefits
 Delivers dynamic education content
 Good for SEO
 Repurpose content
 Shows expertise
 Decreases bounce rate

18. The Slide Deck Blog
 The Slide-deck Blog- (Power point presentation) Repurposing a
blog post into a slide deck presentation.
 How: Take one of your favorite and most viewed blog posts and
turn it into a slide deck then post to SlideShare. SlideShare is the
“Quiet Giant of Content Marketing.” At the top 100 of most
visited sites, great for ranking, not a lot of competition, and tons
of authority. Create or use an existing post and after posting to
SlideShare embed the presentation in your blog.
 Benefits
 Show expertise
 User experience
 Good for SEO
 Good for Ranking
 Repurpose Your Content

19. How Can WDWC Help?
 Develop a content and SEO Strategy
 Done for you blogging…
 News blogging packages
 All inclusive blogging packages
 All inclusive blogging packages and SEO