One of the hardest things about law blogging is consistently coming up with topics that resonate with your audience.
Are you struggling to find decent topics for your blog?
Does it feel a bit like reading the tea leaves?
It doesn’t have to. In fact, today I’m going to share with you several ways to find the best topics for your blog, no divination necessary.
Know Your Clients
Understanding who your clients are and what they want most is the first step to finding relevant topics for your law blog. Your blog should serve as a resource of information for your target client. So, the first question to answer is:
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Who is your target client?
You may specialize in real estate law, and more specifically landlord tenant law. If you do, come up with housing law topics that these types of clients would be most interested in. These topics may include posts on landlord rights, tenant rights, how to terminate a lease in your state, the eviction process, and/or privacy laws.
It’s tempting to make general and superficial posts that only parrot state law and not much else. However, I recommend that you challenge yourself to give a thorough treatment of each topic that you tackle in your blog. The reason is that your blog will serve as a marketer for your services. If a prospective client comes to your blog via a Google search and finds it useful and authoritative, he or she will view you as someone who:
- Knows the law
- Knows the problem the client is facing
- Knows the solution
You need all of these three components to build trust with your prospective clients. By creating in depth blog posts that appeal to what your specific clients need at the moment, you’re showing them that you know who they are and what they’re going through. That’s the beauty of a blog post done right.
Not sure what type of content your target clients want to know about? Here are a few questions to help you figure it out:
- What is the most important concern for your clients?
- What law-related questions do they search on the Internet?
- What keeps them up at night?
- What are the most common questions you get from your clients asked over and over again?
Make a list of the answers to these questions, and you’ll start to see a list of potential blog topics develop. Then, start generating blog post idea around each topic. It may help you to break each blog topic down into a series of questions. Keeping with the landlord tenant example earlier, here’s what the process may look like:
Potential Blog Posts:
Is a security deposit the same as last month’s rent?
How much can a landlord deduct from my security deposit for cleaning?
How can I dispute a security deposit deduction?
When should I expect my security deposit?
Ask Your Clients
If you already have an established audience, don’t miss the opportunity to ask them what type of content they’re most interested in. Periodically poll them to research future blog topics from the exact audience you’re hoping to reach. Use all the channels available to you to discover the learn about the topics your audience wants to learn about.
Let’s discuss where you can survey your clients, and how.
Survey Your Site Visitors
Did you know that you can ask for blog post feedback right on your site? My favorite way to do this is with a tool called SurveyMonkey, although there are plenty of other great options available. I like SurveyMonkey because the first 10 questions and 100 responses are free, and if you need more, they have an affordable monthly pricing plan, too.
With SurveyMonkey, you have the option to embed the survey on your blog, show a quick popup survey, or invite readers to participate in a longer survey.
For the purposes of idea generation, I’d recommend keeping it short. Go with the embed survey or quick popup survey.
Survey Your Email Subscribers
If you have an email list, let’s put them to work. You can send surveys along with your newsletter. Directions vary depending on your email newsletter service provider. However, if you use MailChimp, SurveyMonkey integrates perfectly.
Follow the instructions here to create and send your email subscribers a link to your survey.
Ask Your Followers on Social Media
SurveyMonkey to the rescue again!
In your survey creation dashboard, select the “Collect Responses” tab to determine how you’ll gather answers to your survey. In this case, select “Post on Social Media”. This option will give you a short link that you can post across all of your social media channels, including Facebook and Twitter.
What Should You Ask?
The next step is deciding what to ask. I suggest you go with a multiple choice. Ask something like, “What type of blog posts would you like to read from us in the future? We’d love to hear your thoughts!” Then, give them a choice list of between three to five blog post topics.
Analyze Which Blog Posts Do Best
Another way you can find out which blog posts resonate best with your audience is to look at the data. There are two ways to do this:
If you already have content on your blog, take a look at your blog’s analytics. Which posts are the most popular?
The second option is to discover which blog posts do well for your competitors. Use a tool like BuzzSumo to find out which posts are the most shared. Search for a keyword phrase related to the topics you feel most qualified to write about. In this example, I’ll use the phrase “landlord tenant law”.
With BuzzSumo, you can narrow the search field by date, such as past year, week, or within the last 24 hours. You can also find out the latest news surrounding a topic (more on this below).
Other Ways to Source Blog Topics
Let’s discuss other ways to generate topics for your blog.
Let the News Guide You
Is there some interesting case that’s popular in the news right now? Analyze a hot topic case for your blog. You can highlight it as a cautionary tale, add your expert opinion on the facts of the case, or attach a do and don’t guide to help readers who may be in a similar circumstance.
Another idea is to discuss new laws or trends that affect your clients that they may not be aware of. Consider yourself a teacher who simplifies the often complex issues in the law by using stories to illustrate your point.
Create a Regular Series
You can create a regular post series on your blog such as “Ask a Lawyer” or “Your Legal Questions Answered.” Once a month, answer a commonly asked question. Hey, when you think about it– it’s only 12 questions a year, but you can cover a lot of ground.
Another benefit to creating a series around commonly asked questions is now you’ll have a place to direct those questions when they come through your email and social media. You can even link to them on forums, too.
Visit Legal Forums
Another great way to find topics for your blog is to scour legal forums. Look for popular questions that are asked (even if they’ve already been answered). To determine the popularity of a particular question, look at the amount of views it has received. This indicates that a lot of people have a vested interest in the same topic.
You probably know quite a few legal forums already, but these are among the most active:
If you’d like more information on creating an engaging blog, check out this post here: 8 Steps to Creating a Law Firm Blog that People Want to Read.