You’ve identified your audience and chosen a topic for your blog. You’ve probably written a few posts that popped into your head right away. But now you’re a month or so in and you’ve exhausted the obvious ideas. How do you come up with what to write about?
Your blog is not like a diary that you can pick up and put down as the mood strikes you. It is a tool to drive visitors (and potential clients) to your website. That means you have to be diligent in posting new content on a regular basis. As Sam Glover of Lawyerist.com said in a recent article,
You wouldn’t read a newspaper if it only came out occasionally—and people don’t read an “occasional” blog. Your blog should be a daily devotional. If you can’t do that, then do it weekly. You have to keep reminding people you are there. If you do, and you’ve got great content, many will come back for every post—just like they will seek out and read all the books by their favorite author.
But how do you come up with something new every day (or week)? Break it up. Identify the major players and ideas that happen within your topic.
Maybe your topic is affected by key influential thinkers or decision makers like the Supreme Court Justices. Follow that person on Twitter or do searches for quotes in your favorite search engine.
Is there a particular place or business that comes up a lot? That business might have a blog that you could follow to find out about upcoming changes.
What types of people like plaintiffs or mediators show up a lot in your writing? Are there groups or organizations that represent those kinds of people that you can follow on Facebook?
By breaking down your topic into its component pieces, you can find new ideas for articles. You can also identify key sources for updated information. With a rich collection of sources sending you information from their own (hopefully frequently updated) social media outlets, you’ll never be at a loss for words.