One of the most important components of online marketing for a law firm is blogging. If your firm has multiple attorneys focusing a variety of practice areas, you may be wondering: should each attorney have his or her own separate blog, or should your firm have one main blog to which each attorney posts at different times?
This is a good question and one that’s best to settle before you ramp up your blogging efforts. The answer comes down to what you are looking to get out of your firm’s blog and the voice you’d like to establish. Thus, one strategy is not inherently better than the other.
The following are some different formats and arrangements you could try out:
A single blog with one voice only
This is the simplest way to set up your blog. Every time someone from your legal practice creates a blog post, you post it under the firm’s name. The tone and voice generally remain the same from post to post and should be consistent with your overall branding.
A single blog with attorneys writing under their names
In this situation, the firm creates the space on its website for its blog, but has accounts for multiple authors who can write and publish content under their own names. This allows the opportunity to provide more of a personal touch to readers who might be interested in getting to know individual lawyers and their unique voices before working with them.
Attorneys may write in their own voice and with their own personality, as long as it remains under the umbrella of what’s appropriate for the firm’s overall brand image. If your firm goes this route, it’s important to make sure all attorneys who are writing blog content are actually strong writers and will contribute on a regular basis.
In these situations, it may be helpful to work with an outside editor who can review all content before it gets published. It’s a great way to ensure consistency in terms of tone, style and formatting.
Each attorney has a separate blog
Using a different approach, your practice may allow attorneys to create their own law blogs outside of the firm’s website, but under certain conditions. For example, the firm may require all attorneys to link back to the main website, write in a respectable way and keep the firm’s overall messaging top of mind at all times.
The biggest challenge with this option is that any search engine optimization (SEO) benefit of this content does not directly benefit the firm’s website. It may also appear like your attorneys are all off on their own and are prioritizing their own interests over those of the firm.
These are the three general options you have available to you, although there are different varieties of each you can explore. Most firms opt for either of the first two. However, it typically depends on the size of your firm, whether or not you have attorneys who are strong writers and if those attorneys are able to keep up with creating regular blog content.