What Can Content Do For You?

Frequently Adding Content Is Crucial

I wrote a post recently highlighting the benefits of blogging for your firm. We hear “the experts” tell us all the time that we need a blog. I know plenty of lawyers that have set one up. They blog for awhile, get too busy, and before they know it, the blog hasn’t been updated in 4 months.

Actively Blogging Is The Key

So what can creating new content, ie: active blogging, do for you? Here is a convincing study from HubSpot:

A study of 2,168 HubSpot customers shows that businesses that published at least 5 blog articles in the last 7 days draw 6.9 times more organic search traffic and 1.12 times more referral traffic than those who don’t blog at all.

Active blogs are associated with and likely have an impact on site traffic. This finding coincides with common sense: out of large chunks of business-relevant content (1 post per weekday), blog readers will likely find something engaging and proceed to learn more about a company.

How do companies that already blog compare to each other? Does the frequency of blogging affect the number of site visitors?

The answer is yes. Among companies that blog, organic search and referrals traffic are high for those who published more blog articles up to date.

If content is king, consistency is queen. It isn’t enough just to “start a blog” and then add nothing to it. The key to having your law firm blog work for you is to make sure there is consistent and continuous content being written. The more worthwhile content you can add to your blog, the more outlets you are creating for potential clients to interact.

Photo by Seth1492

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