Much has been written about blogs, social media and how it is critical that you maintain a high online profile by regularly generating fresh content. All this is true. Consistency is important.
All that being said however, the internet is awash with content that has been regenerated and replicated a couple of thousand times, as well as with superfluous musings that have little if anything to do with the subject your followers are interested in. Although there’s room on the internet for everyone, that doesn’t mean its space should be taken for granted. If interacting with the online community is important to your practice – and it should be, then use your online pulpit to talk about something that matters.
The key to being recognized as an opinion leader is to have an opinion. Don’t rely on canned articles. Remember, the internet is an international medium. If the article is canned, your prospect has probably read the piece on another source.
Instead, provide your insight and opinion on the topic. Share your thoughts on the new legislation about to be passed, explain why reallocating assets might be in order given a new tax code, detail what to do if a spouse left the state with a “joint custody” child in tow, or state your opinion on the effectiveness of the new legal software that may have just been launched. Regardless of the topic, give your reader something.
Because when you do… when you provide something to think about, mull over, agree or disagree with, something absolutely terrific happens. You earn the respect of your readers for your experience, your opinion and your insight. And when that happens you gain clients. Because people want to work with an attorney who is knowledgeable and who has already given something valuable. In other words, you’ve reduced the perceived risk of hiring you.
So now you’re probably a bit intimidated about the need to create original content and post on a consistent basis.