Every so often when I move to a new area or investigate a potential client, I notice that they have a blog but that they fail to use it at all.
These are the law firms who post one blog every single month or even less than that. Having a blog that was last updated six months ago, or one that you write in once a month is not going to give you an ROI.
Sometimes the law firms that come to me for quotes on legal content marketing and SEO work will ask why they need to pay a content writer when they have been blogging on their own for a year with no results. Oftentimes when I go back to look at these law firm's blogs, it’s the case that they have only updated it once or a few times over that period. Content marketing is all about consistency.
The Value of Wash, Rinse, Repeat for Content Marketing Success
If you are not consistently posting, and posting enough, you will not reap the rewards of a legal marketing strategy online. The right legal marketing strategy involves the creation and publication of unique, high-quality materials over a period of time. Posting once a week will probably not even get you the results that you desire.
Many of my most successful SEO blogging clients are those who post 3 to 5 times per week with information addressing top questions asked by potential clients, updates about changes in the law in their locations, and new stories that reflect their relevant practice areas. This is a very successful legal marketing strategy for a law firm because it encompasses a broad range of different issues that your ideal clients might be searching for already.
I have seen this work time and time again. Do not write off content marketing if your previous experience was that updating your blog or hiring another writer to produce one once a month did not lead to results. This kind of mistaken thinking can be catastrophic for your growth and lead you to believe that there is no benefit to outsourcing to someone else.