You know your firm needs a blog. (You do know that, right?) Whether you’re playing the SEO game or you’re trying to show off your expertise and remind people of all the ways you can help, your blog is the cornerstone of your content marketing strategy. (Not to mention, your blog articles make for great social media content AND the focal point of your email newsletters.)
On top of consistently publishing blog posts to your website, you should also be outsourcing that task to someone else. Firm owners should NOT be writing their blogs! We explain why someone else should be doing it below.
1. You let an expert handle it
We know what you’re thinking: “Hey Spotlight, I’m the expert here, so shouldn’t I be writing it?” NOPE!
We’re not talking about a subject matter expert here. We’re talking about a process expert. While you certainly would know more about your business than a random copywriter, you may not be the best writer for the job. And we get it—many lawyers, specifically, tend to be good writers. But they tend to be good technical writers—focusing on facts and straightforward direction, getting deep into the weeds on every concept. To have good blogs, you need to have a good copywriter who focuses on the needs of your audience without being concerned about impressing your colleagues.
Additionally, the subject matter can be relayed to a copywriter. Have a 30-minute call with them to touch on the key points in an article and then let them turn that into a polished masterpiece.
2. It frees up your time
You may enjoy writing blogs, but is it the best use of your time? After all, we know how much of a perfectionist you can be. If you’re spending 1, 2, 3, or more hours on a blog article each month, that’s upwards of $1,000 you could be losing during the month that could’ve been spent doing the things you actually get paid to do!
3. It makes your marketing better
Oftentimes whenever the firm owner handles the blog writing, they easily lose sight of why they were writing in the first place. Maybe they overthink the strategy and try too hard to appease SEO algorithms, resulting in a genuinely unreadable article. Maybe they try too hard to impress other colleagues rather than speaking to their actual audience.
Whatever the case may be, having a professional copywriter handle your blogs will make your marketing better because they’re writing those articles with your marketing goals in mind. While there are different approaches you can take to your blogging, you should absolutely not take the approach of doing it yourself if you can help it. (Although we have a resource for you if you need it!)
If you’d like to learn more about how we help with blogging, along with our approach that helps maintain your voice in the articles we produce for you, give us a call and let’s chat about it!
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