Law firm blogs, long considered a necessary part of the marketing mix, may be losing some of their impact. According to Law Sites, the results of the 2015 State of Digital & Content Marketing Survey show that corporate counsel are finding law firm blogs less useful and credible than they did just a few years ago.
- A meager 35 percent of respondents said they find blogs to be the most valuable source of industry information, compared to 77 percent who named client alerts and 76 percent who indicated practice group newsletters.
- The percentage of corporate counsel that finds blogs to be “somewhat” or “very” credible dropped from 75 to 65 percent in only a year.
- Despite this, the number of legal blogs continues to grow exponentially. In the last seven years, the number of blogs published by Am Law 200 firms jumped from 74 to 962.
So what conclusions can we draw from this data? As firms feel more and more pressure to churn out timely content, attorneys and marketing staff are burning out. Firms are publishing blogs because they think they have to, not because they want to, and that lack of investment shows. Readers have noticed the drop in quality.
Client alerts and practice group newsletters may be perceived as more useful simply because attorneys have more ownership of them. These formats allow attorneys to write in a style they’re familiar with at a more lenient pace, leading to a higher-quality end product.
If your blog is attracting fewer readers than it used to, it may be time to reevaluate your content. Do you need to change your blog’s focus or frequency of posts? Boost morale among marketing staff or find additional support outside of the firm? Place more emphasis on other marketing tactics? Regardless of the format you choose, sharing informative, useful content with clients and colleagues will always be a marketing win.