Like all things digital, trends become important channels of distribution faster than you can blink, and before you know it, there is one more thing you're being asked to do for marketing, that dreaded word. The thing is, they’re right.

There is one concept today that all professionals understand with regard to marketing, and that’s the impact of word-of-mouth. Consider that today, social media is as or more powerful than traditional word-of-mouth marketing.  If that’s true, then the impact of one-on-one networking is equivalent to the impact of consistent blogging on a specific subject matter. The more people you get know and the more you discuss and work on matters, the more trust and expertise you build, which makes you a trustworthy go-to expert. To keep that momentum going, you keep networking.  Blogging is no different, it’s just digital.

When done correctly, blogging can truly separate you from others that do the same thing in the same area at the same level. The reason…blogging is meant to be current and opinionated. By putting great analysis on the same information, you very quickly get considered to be an “expert”. This is no different than giving someone your opinion in person.

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Consistent and quality blogging can:

  • Establish you as a thought leader in a specific area.
  • Increase your credibility and visibility.
  • Build awareness about your practice and your firm.
  • Increase client engagement.
  • Generate potential new clients.
  • Drive people to your firm’s website and increase SEO through reposting.

Before you jump head-first into blogging, keep in mind that blog readers typically want quick, useful information containing the author’s unique insight and opinions. Blog posts should be fresh, interesting and include a call-to-action that provides readers a next step or a reason to return. As you develop your content, keep these four factors for creating a successful blog in mind:

  1. Linkable: Include links, related articles, sources and other digital channels.
  2. Scannable: Break up text for readability, use images, headers, bold and appealing copy.
  3. Sociable: Respond to comments, engage conversation, give readers options to share.
  4. Searchable: Keywords, links and tags to improve SEO.

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