There. I said it. Lawyers shouldn’t blog every day. This may go against conventional wisdom for building better SEO rankings, but in reality, most lawyers who try to blog every day will not help their reputations very much.
We can all think of one lawyer who just tries to hard when it comes to marketing. Maybe they show up on every bus or billboard in town. Maybe you can’t watch a daytime talk show without seeing their commercial. Or maybe they seem to be writing blog posts about anything and everything, just so they will show up in your Twitter feed.
I certainly don’t want to be that lawyer. I don’t want my readers to feel like they just wasted the two to seven minutes they spent reading what I have to say. Instead, I want my readers to take something away from my posts – some new bit of information they didn’t have before they clicked.
Because lawyers aren’t news outlets or gossip columns, that means we have to take time and craft what it is we are going to say. We can’t just grab a quick photo and put a couple paragraphs together and call it good. Our content needs to be thoughtful and informative.
And that usually means longer. While photojournalists and food bloggers may be able to scrape in around 250 words, a good law blog will probably take a reader a few minutes to get through. They will need to put thought into it to really understand it. It is more mentally demanding than your daily dose of cute. (You’re welcome.)
And that’s why I stand behind my statement that lawyers should not blog every day. Put simply, if we demand that much attention from our readers on a daily basis, they will burn out and stop reading. We need to respect our readers’ time and attention if we want to make a meaningful impression on them.
This idea isn’t limited to the legal world. Marketers are starting to appreciate the value of staggered blogging too. According to Darren Rowse, author of ProBlogger:
I once surveyed readers here on ProBlogger about the reasons they unsubscribed to RSS feeds and the number one answer was “posting too much.” Respondents expressed that they developed “burnout” and would unsubscribe if a blog became too “noisy.”
Ali Luke, writer of Aliventers agrees:
As a reader, I much prefer blogs that post once a week or even once every two weeks—but always say something genuinely useful—than blogs that post every day just for the sake of it.
So how do you decide how often to post? That will depend on how deep your blog goes. If you are posting treatises on complex areas of the law, you’re better off not doing it often. But if you are interspersing top tips and other sorts of lighter material, once or twice a week may be the right balance. There is no one right answer.
Lisa Schmidt is a writer for Legal Linguist. She provides ghost blogging services to law firms and small businesses. If your blog has dried up or you need to start a new one, contact Legal Linguist today to schedule a meeting.