Your blog may be first and foremost a marketing piece, but sometimes, an issue will come along that warrants a bit deeper discussion. Is it O.K. to go deep on your blog? Or should you avoid alienating readers more used to a casual tone?
If you are like most businesses, your blog has one primary purpose: to bring in more customers. That purpose tends to dictate the length, the reading level, and the tone of your posts. But not every part of your practice will be so easily explained. Those deep subjects don’t have to be landmines. But they do require a careful attention to how you write, as well as what you say.
Going Deep Demonstrates Expertise
There is something to be said for the occasional scholarly blog post. You may choose to explain how a recent case will affect your clients, or take a position on pending legislation. By taking extra time (and word count) to really explain a complicated issue, or address a controversial topic, you can stand out as an expert in your field. A thoughtful blog post that goes beyond the headlines can demonstrate your depth of knowledge and show potential clients that you fully understand the work you do and the way it will affect their lives.
There is a Right Way to Go Deep
If you decide to go deep on your blog, take the time to do it right:
Keep Your Reader in Mind
As you explain the details of your work, don’t forget who will be reading your post. Avoid legalese or trade speak. Take the time to explain any terms of art. And break things down in a way an average person will understand. That way you won’t alienate your regular readers in favor of appealing to your peers.
Read and re-read your post for typos and grammar errors
An in-depth commentary on your blog can do double duty as a white page or the start of a scholarly article for a trade publication. But your peers won’t take your writing seriously if it is riddled with spelling and grammar errors. Every blog should be typo-free. But if you’re going deep, it’s worth the extra few minutes to give the post one more good read.
Distribute your post through social media, especially LinkedIn
In-depth blog articles have a different appeal than your day-to-day content. That means they can attract different readers to subscribe to your blog. But only if you spread the word. Make sure your thoughtful blog post gets lots of play on Facebook, Twitter, and especially LinkedIn. That’s where new readers will find you and come to rely on your expertise.
Don’t Go Deep Too Often
The key to making in-depth blog posts stand out is to use them sparingly. If every post is a 3000 word slog through intricate areas of the law, your lay readers will lose interest. By blending deep articles and marketing pieces, you can keep both your audiences happy and increase your readership. Choose your deep pieces carefully, and spread them out so that your readers don’t get overloaded.
Your blog doesn’t have to be full of fluff and nonsense. Even if it is primarily a marketing outlet, you can use the platform to address deep issues from time to time. If you do it right and keep your audience in mind, it will establish you as an expert and expand your readership.
Lisa Schmidt is a writer for Legal Linguist in Ferndale, Michigan. She writes blogs and web content for law firms and small businesses. If you need someone to create informative content for your website, contact Legal Linguist today to schedule a meeting.