by Mary C. Long
If you've ever rolled your eyes when an agency tried to sell your firm on creating a blog, you'll be glad to know you were right. Kind of.
Many places peddling blogging aren't doing so hot with blogging themselves - and it's pretty easy to spot: Their posts get shared by their employees . . . but no one else. So why are they pushing blogging so hard, if they haven't sorted out how to make it work on their own site yet? Read this for clues.
But beyond your languishing blog, there's another place where you, internal marketing magicians and attorney extraordinaires, should be focusing your efforts: Quora. And here's why:
If you're new to Quora, the first thing you need to know is it's THE place for fantastically intelligent answers from Fortune 500 CEOs and thought leaders representing every industry. The questions and answers are organized around topics and people opt-in to follow specific topics - like the law, which has 341.5 thousand followers as of this writing:
And that's just one of many relevant topic options available. We have 22k folks following "legal issues and law in everyday life" and 21k interested in "attorneys."
What You Can Do With These Topics
Knowing there are hundreds of thousands of potential clients engaged on a platform is one thing, and knowing how to reach them is another. You're still reading, so I like you and will tell you what to do for free: That blogging you've been doing/thinking of doing? It needs to live here. Or at least have a summer house.
And when you post your relevant, highly engaging, client-focused and appropriately paced pieces on Quora, you'll want to tag them with these topics and others, depending on what makes sense for your practice area(s), current events, phase of the moon, etc.
I cannot stress enough how important it will be for your writing to be spot on here, as you'll be facing a tough crowd that will either loyally upvote your insight (which is then viewed by even more people) or ignore your efforts into oblivion. Legalese is welcome, but must be accompanied with exceptional insight and written with Webizen attention deficit in mind.
Quora Does Well in Search Too
And how does Quora do in search? Excellent. You'll find Quora results coming up on the first page of Google search results very often for specific topics. And people searching for legal advice are often searching for very specific topics.
Here's why Quora does so well in search - and why your content will too: