However long it takes to say what you have to say. No more. No less.

Everywhere I talk these days I am asked what’s the proper length for a law blog post. I give this answer everytime.

I fear the question arises out of a lot misinformation on law blogging flying around.

This afternoon I read Good2bSocial’s Joe Balestrino’s post on how to generate leads (I’d call it business) from your law blog in which he called out the importance of long form blog posts.

Does the number of words matter? Yes, it does, especially if you want to see your post on the first page of search engines. During the infancy of blogging, it was enough to create a 300-word post and you could expect it to rank high on search engines. But those days are gone because of today’s tight competition.

Thousands of blogs are created each day and that means marketers need to be a little more creative in producing content for their business’s blog. High-quality, long-form content with more than 1,000 words tends to rank higher in search engines compared to posts with fewer words.

Generating business, or even attention, is not dependent on the length a law blog.

The best way to build visibility and a reputation through blogging is blogging on a niche and referencing the existing discussion taking place in that niche.

You can pen 1,500 word blog posts and never get heard, never get cited, never build a name band and never generate any work. Now identify the influencers in your niche and start to talk in your blog about what they are discussing, giving them the appropriate attribute and you’ll get seen, get cited and grow a reputation.

Blogging is a conversation, it’s not about content. Listen first to the influencers and engage in that conversation. That’s why law blogging is often referred to as networking through the Internet – as opposed to writting content.

Think of a room where all the leading bloggers, reporters and other leaders in your niche are gathered discussing matters, offering their take and sharing insight. You’re across the street with lengthy wonderful content hoping someone sees you. It’s not going to happen. You need to get in that room and listen, engage and provide your take.

Get in that room and no matter the length of what you share and the insight you offer, you’ll get seen, grow a reputation and grow relationships. You’ll generate work.

Get focused on a real tight niche and you’ll become an intelligent agent, a must have have publication. Rather than AI in genreral, how about AI and the law in pharmaceuticals or AI and the law in race cars.

There are lawyers in this country who have done quick blog summaries on cases they have cherry picked from a federal circuit court or district court on a particular niche. They got known and generated work — and still do.

If it takes 1,000 words to share and express yourself in a blog post, have at it. If it takes 300 words, that’s okay to.

The magic to generating business from law blogging does not lie in the length of your blog posts.

  • Kevin,
    Here’s this non-attorney’s comment of what I think works for us based on our 14 years of blogging with LexBlog. (How many years would that be in Technology Years?):
    1. Use a graphic with the proper attribution unless it’s not necessary.
    2. Underneath which, have a lead followed by “Continue Reading”.
    3. Have a minimum number of links to keep readers on the site.
    4. End with either one or more Takeaways or a “Call To Action”.
    5. In my opinion, most important: Know your audience. For us, it’s retirement plan decision-makers and their advisors.
    Memo to self: Publish more and recyle on social media.

    • shg

      Hi Jerry. Thanks for the formula. Everything is easier when there is a formulaic answer that saves me from thinking, and now I know that I’ve been doing it ALL WRONG!!! Especially the “call to action” part, because that does have the stench of desperation at all.

      • There is no right or wrong nor is there a formula. I charaterized it as an opinion. A call to action becomes a stench of desperation if it’s in the words of The Templations, “Vote for Me and I’ll Set You Free” from their 1971 hit “Ball of Confusion”. Holds up pretty well today, eh? A call to action can be, a takeway such “consider this” or “discuss the matter with your attorney or CPA”.

  • shg

    “Everywhere I talk these days…”

    So you’re saying you took the place of a woman who could have given the talk instead of you? I’m literally shaking.