• Doug McPherson

6 proven ways lawyers and accountants can get ideas for their next blog

Updated: Mar 8, 2020

We are often told that while some of our client’s fee earners are willing to write, what stops them from doing so is that they don’t know where to get their ideas from.

We’re told “nothing much happens in my area” or “what I do is a bit dry so people won’t want to read about it” but the truth is just as your clients have a need for what you do, there will also be a load of other people in very similar circumstances seeking out information on exactly the same subjects.

To help unclog any residual writers’ block, here are 6 different ways you can find some new ideas for your next blog:

1. A recent client question

This is one of our favourites. Think back about a particularly tricky question a client (or if you really want to live up to the ‘frequently’ part of FAQ, 2 clients!) has asked you recently, write down the question (that’s now your title), then answer it in two paragraphs.

Because you’ll already know the answer there’s no research to do which means it’ll be quick to write … and because you’ll be answering it in two paragraphs, it’ll be quick to write! Better still, as people now search using questions, if you get your title right, it’ll play better in the search engines which will generate you more enquiries.

2. The news

What is happening in the news that has relevance to your practice area?

Some of these will be obvious. If there’s been a major change to tax legislation that will affect us all, that’s a perfect topic for the tax specialists at an accountancy firm. Or if there has been an outbreak of Japanese knotweed, that could be a good topic for a commercial property solicitor as it could affect large scale developments.

However, you also need to think more laterally. Residential conveyancing is an area a lot of solicitors struggle with in terms of finding ideas for new content but if they were to pick up on news stories like the first house sold for bitcoin or sought out the latest governmental report on current housing trends, there’s plenty to work with.

The reason for using what’s in the news is simply that if it’s in the news, it’s in the public eye which means people will be searching online for more information. If you are using those terms and ‘appropriating’ those headlines, there is a far greater chance they will stumble on your piece too.

3. Celebs

This follows straight on from the previous point but instead of using the news headlines, use the showbiz and sports pages.

Has there been a headline-grabbing celebrity divorce? Has a well-known comedian been outed for tax avoidance? Has a footballer been bitten at work? Has Grand Designs showcased a particularly eye-catching residential property? Is there a TV show that’s drawing a huge audience that tackles issues that could be related to your practice?

All of these can be used to anchor a blog and again, as they’re in the public eye, your use of the relevant key words will boost your search engine visibility.

4. Everyday life

Has anything happened to you that you could relate to your practice? Have you hear any stories from family or friends that are vaguely relevant to what you do for clients?

And remember, if they happened a while ago or require a bit of exaggeration to make them more interesting, that’s fine. You’re writing anonymously so no one will question or even recognise the source material!

5. Your last technical update

As a solicitor, accountant or patent or trade mark attorney you have to go through CPD. Is there anything in the last update that your clients, contacts and targets could benefit from?

You may need to dumb down the source material a bit as your blog is meant for an audience outside your profession but, by using Tenandahalf’s CAR structure, you can easily extract the main point, provide the Context, tell your reader how it will Affect them and the action they’ll need to take to get the Result they want.

6. Search engine searching

When you search on any of the key words associated with your practice Google now handily gives you a list of all of the main questions being asked about those topics. All of these can easily be turned into a blog or an FAQ and because you know that is exactly what people are searching on, the finished piece stands the best possible chance of reaching the maximum number of readers.

If you’d like to discuss how we could help you start producing content that ‘does’ BD, please email us and we can find a time to talk. Or if time and ideas are still at a premium, why not outsource your content creation to us?

15 views0 comments