Recently the editors at attorneyatwork.com interviewed Dan Harris of Harris & Moure PLLC, the author of chinalawblog.com. They asked him questions about his strategy, effectiveness, and tracking. Despite his success, Mr. Harris’s answers may surprise you.
One thing that probably isn’t a surprise is that chinalawblog.com adds new content almost daily. But it’s not a one-man show. Other lawyers in the firm, guest bloggers, and even staff members, make contributions to keep content fresh and new articles flowing. While daily blogging isn’t for everyone, the more often you can post new content, the more frequently you will appear on social media feeds and in your referral partners’ inboxes.
Mr. Harris’s strategy parts ways with conventional knowledge when it comes to tracking views, comments, and other metrics. Social media experts will tell you one of the most important parts of blogging is tracking your readership. By learning what your readers are interested in, you can write more effectively and develop a target audience. But in response to a question regarding tracking effectiveness, Mr. Harris said,
In the first year, I would check readership numbers with some cheesy device I added to the blog. I tired of that after I realized that the number of readers didn’t really matter. Since then we have done absolutely nothing to track any aspect of the blog.
Instead he measures effectiveness qualitatively: through reviews, clients who make reference to the blog, and awards.
Mr. Harris’s purpose for blogging is also slightly different. Rather than emphasizing marketing strengths and focusing on clients and referral partners, Mr. Harris says to
Write because you are fascinated by your topic and because you want to start a conversation with your readers. Blogs written for “marketing purposes” virtually always fail.
In a way, he is right. Your blog should be connected to your passion, and the best articles are the ones you will feel most strongly about. If you are only writing your blog because someone told you it was a good marketing strategy, eventually the ends will not justify the means.
Mr. Harris also gives one very good warning:
It will take you at least a year of pretty much daily postings to build up a readership, and if you are not prepared to stick it out for at least that long, don’t even bother.
Blogging is an investment, not an ad placement. If you are expecting instantaneous returns you will be disappointed. It is possible to build up a readership with a thoughtful weekly blog, but it may take more time. Cultivate your audience and don’t get discouraged when your readership numbers plane out from time to time. If you need help building your blog readership, contact ghost blogger Lisa Schmidt today.