12 Ways to Motivate Your Lawyers to Contribute to Your Law Firm’s Blog

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by Lindsey Francy Nov 29, 2022 News
12 Ways to Motivate Your Lawyers to Contribute to Your Law Firm’s Blog

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The author is Talia Schwartz.

It's a critical marketing tool for your business. Since your law firm's product is essentially expertise, it's a huge step for marketing to include posts that show that knowledge It's even better if you can convince the people who have that expertise to contribute. It's necessary that lawyers are involved in the process of posting.

The education, experience, and day-to-day interactions with clients are what your firm's attorneys are supposed to do. They know what clients are asking about and which topics will hit the mark. Lawyers will benefit from your firm's blog. They can show off their knowledge and authority in their practice area. Getting to know them will be the first thing clients will do. It's a great way to market your attorneys as thought leaders, and for the firm as a whole. There are some tips to get your attorneys to contribute.

1. Involve Them in Topic Brainstorming

If lawyers are excited about the subject in the beginning, they will be more likely to write about it. Schedule 30 minutes to sit down with attorneys and discuss the topics they are passionate about or hearing a lot about. Ask if they want to be known for their role or something else. Give them enough time to be creative.

2. Encourage Collaborationinfographics for law firms

It doesn't have to be written by just one person. Accountability can be cultivated by having a team of people working together. The same process can be used to get a small group to pick a topic. They need to commit to deadlines and deliverables. It's up to them, but using a project management tool can help keep everyone on track.

3. Make Blogging Part of Their Career Goals

There are some tangible steps that attorneys can take in the area of thought leadership. Lawyers need to promote their content if they want to be seen as thought leaders. Explain the resources available to them from your team and show them a road map of the different types of content you can create. Writing a blog is a quarterly goal.

4. Share Tangible Business Results

The work people are doing is meaningful to the organization. Let your attorneys know how blogosphere contributes to firm goals. Put together a brief report on all the ways that content makes a difference to the bottom line by using our tips.

5. Set Realistic Milestones Instead of a Final Deadline

Attorneys have a lot of things to do. It is possible that another deadline will make them opt out before they start writing. The contributor should set smaller project milestone instead of focusing on a big deadline. Ask them if they think it's realistic to create an outline, a first draft, find photos, and so on.

6. Manage Using a Content Calendar

Sharing the calendar with the attorney staff can be used to push for accountability. This tactic is helpful when teams need to work together. People are less likely to miss deadlines if they know other people are relying on them to complete their work.

7. Ensure Your Team Treats Content Marketing as a Priority

There are a lot of reasons why blogging is important in today's marketing mix. Your lawyers will not treat creating content as a priority if it is pushed to the bottom of everyones list. Everyone knows the importance of content creation. People will want to contribute to the effort and stick to deadlines if the firm is excited.

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8. Do What You Say You Will

There is no reason for your contributors to take your team seriously if they miss deadlines. This tip is related to the one above and should be used more often. If you show the firm that items are published consistently on a reliable schedule, you'll be held accountable. If you are working with an attorney, make sure you give them what they need on time. You can create an environment that is full of deadlines.

9. Show Them How Blogging Creates Experts

If your lawyers can be seen as experts in their field, they'll expand their business. People will share that information via word-of-mouth, but they are also more likely to look for people online. Your lawyers will have more credibility, authority, and substance if they have a large online presence. Make sure they know the benefits of cultivating thought leadership in their own spaces by showing them a few key blogs.

10. Create Blog-related Performance Incentives

Team-based incentives will encourage more collaboration during the process. A quarterly contest where the team that creates the most posts is treated to a gourmet lunch is a good idea. The practice area with the most comments, likes, and shares wins a prize.

11. Get Creative with Incentives

It may not be within your authority to reward lawyers who contribute to your website. If you exchange a couple hours of time off, an extra pass to a seminar, a bottle of wine, or something else, you'll get to keep your job. You can use whatever you want as an incentive.

12. Offer Writing Help

The majority of people aren't natural writers. Sometimes people commit to creating a website and then get anxious and don't actually write anything. Your options for alternatives have narrowed as the deadline slips by. Attorneys should know what resources are available to them. Do you write your own content on your website? Let them know that they can turn over an outline to a professional writer and then use that draft to better manage their voice and tone. Someone else will turn into a draft based on the conversation they had with the marketing staff. It is helpful for lawyers who are short on time.

Explanation.

For the firm and for individual attorneys, getting your lawyers to contribute to the firm's website is a win-WIN. You can help them to see the benefits and support them along the way. Don't stop at that point. It's just as important to promote your website. The law firms that don't use their lawyers' networks are missing out. Send them links to other people's stuff. They should be encouraged to post pre-approved content on social networks.

The post was edited and re-posted on May 21st, 2021.