Why Your Law Firm Might Have ZOMBIE Blogs And Why You Should Get Them Out Of Their Misery | Law Firm Editorial Service
Law firm blogs that haven’t been updated in weeks, months, or years do more harm than good. Law firms should keep them fresh – or kill them.
Have you ever visited another law firm’s website, looked at their blog and found that it hadn’t been updated in a while, maybe weeks, maybe months, even years? !
This is a ZOMBIE blog.
If you or your law firm have a ZOMBIE blog, you need to get it out of its misery.
The problem with ZOMBIE blogging
ZOMBIE blogs are a problem because they send two unflattering messages about lawyers and their law firms.
But before we get to that, let’s remember what a lawyer or law firm’s blog is for.
By regularly writing and posting content to a blog, lawyers show blog visitors that they know the areas of law in which they practice and that they keep abreast of developments in those areas of law.
And by sharing this knowledge (and wisdom), attorneys can assure past, current, and potential clients and referral sources that their law firm is the right firm to handle the legal issues they, and in the case of referral sources, their clients, are referred to.
Lawyers don’t have to update their blogs daily or weekly to keep them fresh. But they have to update them between two and four times a month for them to be seen as such.
If they don’t, well, that’s when they become ZOMBIE blogs.
And when they turn into ZOMBIE blogs, they start posting two unflattering posts about their law firms.
First, the ZOMBIE blogs send the unflattering message that the attorneys at these firms are not keeping abreast of developments in the law and are uninformed of them. After all, if they were, they would surely write about them.
Second, ZOMBIE blogs send the unflattering message that lawyers at these firms are not organized enough to consistently write and publish content regarding developments in the areas of law they practice. ZOMBIE blogs suggest that lawyers and their firms may not be well-oiled machines and therefore unable to provide effective and efficient legal advice.
Three Ways to Prevent or Kill ZOMBIE Blogging
Unlike their Hollywood counterparts, “ZOMBIE” blogs can be handled easily in three ways.
First, law firms can implement an internal content creation process that formalizes how content is designed, written, edited, and published. The process would cover all the tasks that go into publishing content on a business blog, as well as all the people who should be involved. And, of course, the process would aim for a desired posting frequency of between two and four times a month to prevent a company’s blog from becoming a ZOMBIE blog.
Second, law firms can simply outsource their content creation process to their outside PR or marketing firms, or they can outsource parts of the process to outside graphic designers, ghostwriters, etc.
Finally, for law firms that can’t or won’t figure out their blogging strategy anytime soon, they can take their blogs offline. I know it sounds counter-intuitive, but it can be done in a way that people searching for law firm blog content online can still find it.
These companies can remove links to their blogs from the home pages of their websites. This way, website visitors cannot visit blogs directly from company homepages and be rubbed the wrong way by ZOMBIE blogs.
However, the posts that are on these blogs would still remain online. This is because companies simply take the equivalent of a table of contents. The chapters pointed to by the table of contents would remain intact (and online).
This way, people searching online for topics covered by these publications would always find these publications in their search results. And anyone who wants to visit a company’s website after reading one of their blog posts can do so if the company has links to their website on their blog posts.
Get ZOMBIE blogs out of their misery
All law firms create blogs with the best of intentions. But often lawyers and law firm staff prioritize other tasks, namely billable client work, resulting in these blogs not being updated for weeks, months, or even years.
A blog brimming with fresh, compelling content can be a boon to a law firm’s marketing and business development efforts.
But an outdated blog, an a/k/aa ZOMBIE blog, can do more harm than good to a law firm’s reputation in the eyes of past, current, and potential clients and referral sources.
That’s why if your law firm has a ZOMBIE blog on its hands, it needs to get it out of its misery or suffer the consequences of an undead marketing and business development initiative.