Have you ever struggled to come up with ideas for your blog or newsletter? After you read this blog post, you’ll never have that problem again. Even better, you’ll be able to create content your target market actually wants to read.
It makes no difference whether you have a static web site, a blog, an ezine or a paper newsletter. There are three proven ways to find out what people want to know. You can use these strategies for any kind of content–seminars, webinars, white papers, articles, audios and videos–and come up with the perfect idea every time.
CONTENT CREATION METHOD NO. 1
Let’s start with the most obvious way to find out what your target market wants to read: asking them.
You can email (or write) your list, or ask via your blog or through your social media channels, to find out what people want to know. A free online poll service like Surveymonkey makes it easy.
When a lot of people say, “I want to know X,” you can be fairly certain that this will be a popular topic for a blog post or newsletter article.
For best results, give people a choice of topics: “Do you want to read about A or B?” “Rank these five titles in order of preference. . .”. Of course, this means you will have to come up with the titles you are asking them to choose between so you might want to start your inquiry with one of the next two methods.
CONTENT CREATION METHOD NO. 2
Every day, your target market searches online for information and solutions. A keyword tool like Google Keyword Tool or Wordtracker.com will tell you precisely what words are being searched for and in what volume.
You should have a list or spreadsheet of your keywords and phrases. If not, using a keyword tool will help you get one started. Searching on words like, “Los Angeles divorce lawyer” will lead you to related words and phrases to add to your list.
You’ll also be able to see the volume of searches for each keyword, and the number of web sites that use them, i.e., your competition.
Although optimally, you want a combination of a high number of searches and a low number of competing sites, the purpose of this exercise isn’t to find the best keyword deals for you to bid on, it’s to find keywords that allow you to create content people want to read. Therefore, for writing purposes, it doesn’t matter how much competition you have for those keywords.
Nevertheless, if you can find variations of high-ranking keywords with low competition, i.e., “Certified family law specialist Torrance,” instead of “Los Angeles divorce lawyer,” you will increase your chances of getting search engine traffic, especially if  you use those keywords in the title, in subheads, in the text itself, and in the image tags.
CONTENT CREATION METHOD NO. 3
In school, we were punished for copying off of someone else’s paper. In marketing, copying others can get you a gold star.
The simplest, and arguably the most accurate way to find out what your prospects want to read is to look at what they are reading on other blogs. If a particular topic is popular on the blog of another lawyer with a similar target market, you can be fairly certain that topic will be popular on yours.
Create a list or spreadsheet of your competition’s blogs and add the urls of the posts they’ve published recently. Then, look at each post and note how many tweets or Likes those posts received. If they don’t have buttons for Twitter or Facebook, type the URL into twitter to see the number of re-tweets or mentions. You could also find a non-competitive lawyer, i.e., in another state or province, and ask them which of their posts is getting the most traffic.
Now you know exactly what your target market wants to read and you can write content related to those topics. Don’t plagiarize the post. Write your own unique content, a different take on the subject, your own stories and so on, and change the title.
For example, if a lawyer is getting a lot of re-tweets and shares for a post entitled, “How to get joint custody in California,” you could write a post with the title, “Strategies for men seeking joint custody in a California divorce.”
With all of these methods, the key is to first let the market tell you what it wants, then go create it. You’ll save time, you’ll never run out of ideas, and you’ll always give people content they really want to read.
The most important person in your law office
The most important person in your law office is the person who answers the phone. What they do, or don’t do, is critical to your success.
That’s not an exaggeration. Your “receptionist” can be a major factor in the growth of your practice, or they can destroy it.
When a prospective client calls your office for the first time, they don’t know what to expect. Their legal situation is weighing on their minds and if they’ve never talked to an attorney, they’re probably nervous. They’re looking for solutions, sometimes desperately, and they want someone to comfort them and tell them everything will be okay.
How well does your receptionist do his or her job?
Have a friend call your office and pose as a prospective new client. You listen in. How are they treated? You may be surprised by what you hear.
I’ve talked to some excellent receptionists and I’ve talked to some awful ones. I can tell with surprising accuracy how successful the attorney is, or will be, within a minute or two of calling their office.
A professional receptionist will make the caller feel important. They listen carefully, ask appropriate questions, and explain what the caller needs to know. They don’t talk “at” people, they talk to them. They care about helping people, and it shows.
What are you paying the person who answers your phone? You should either fire them or give them a big raise. They are either making you a lot of money or costing you dearly.
What’s that? You don’t have a receptionist, you answer your own phone? Record yourself answering a few calls and then listen to those recordings. You may be surprised by what you hear.