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Basic Blogging Clinic
Today’s Format
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1. Substantive Blogging
2. Blog Game & Demo
3. Q & A
Setting Up The Game
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1. Pick an event.2. Pick a legal topic.3. Pick a pop-culture reference
(not Justin Bieber).
Presented by:
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Community Manager
Victoria Blute
About This Webinar
● Why blog?● Publishing blogs● What makes a good post● Blogs that get attention● Anatomy of a blog post● The Content 401k● Blogging with LawLytics
What I’ll cover:
Thinking about blogging?
Here’s why you should:
● If you’re not blogging already● If you are and you’re not publishing frequently● If you’re publishing regularly but the content is thin● If you’re writing quality content and publishing
regularly
Why You Should Blog
If you’re not blogging already:
Start today.
Why You Should Blog
If you’re already blogging, but not publishing frequently...
Why You Should Blog
If you’re publishing regularly, but the content is thin...
Why You Should Blog
“Blog early, blog often”:
High-quality content published on a consistent basis.
How Often Should I Publish?
● Study evidence● Anecdotal evidence
Game Break
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1. Catchy post title.2. Opening paragraph.3. Related headlines.4. Related sub-topics.
What Makes A Good Blog Post?
Features of a good blog:
● Quality content ● Easy to read and understand● Easy to engage with ● Generates discussion● Highly shareable
Blog Topics That Fall Flat
Things you’ll want to avoid:
● Thin, unfocused content● Anything hard to read● Anything hard to understand● Unstructured writing
Attention-Grabbing Posts
● Famous/Relatable Cases● Debunking Myths● “Listicles”
(AKA, “5 Reasons Why…”)● Multimedia
(Video, Infographics, Podcasts)
Anatomy of a Blog Post
“It’s not just what you say, but how you say it.”
In this case, the how is how you structure your blogs.
Anatomy of a Blog Post
Features of a good blog:
● Quality content ● Easy to read and understand● Easy to engage with ● Generates discussion● Highly shareable
Anatomy of a Blog Post
Features of a good blog:
● Easy to read and understand
Anatomy of a Blog Post
The 4 U’s Of Blog Titles:
● Unique● Urgent● Useful● Ultra-specific
Anatomy of a Blog Post
H1: The most important idea.
H2: The next most important concept.
H3: And so forth.
Anatomy of a Blog Post
● Introduction: Hook your reader.“Barney Kilgore was tired of today. He was sick of yesterday. And in 1941, he had the power to do something about it.”
● Main BodyShort, easy-to-digest paragraphs.Reasonable length.
● Linking to other assets
Anatomy of a Blog Post
Wrapping up your blog post: Summaries and CTAs
Anatomy of a Blog Post
● When to use a blog post?● When to use evergreen content?
Turning Your Blog Into An Asset
Got 15 minutes?
Let’s Make A Blog Post
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Q & A
Submit questions via the GoToWebinar Control Panel
