So you’ve decided to start a blog for your website, and you know want to fill it with informative, engaging, and quality content. Great—where do you get that?

It might be tempting to find a quick and dirty way to fill your blog somewhere. The Internet is replete with shortcuts and quick fixes that promise instant results with little effort. Automated bots crawl through the net, copying text from other sites wholesale and dumping them on blogs without any regard to relevance or accuracy (not to mention plagiarism). There are scripts that “rewrite” existing blogs to throw off plagiarism detection, but in ways that make the resulting posts incoherent and nonsensical. Content farms use spam and black-hat techniques to try to game search results by filling up pages with barely-related text that are helpful to nobody.

The truth is that there is no shortcut to quality content that engages with customers. The best and most reliable way to connect with a human is with human-created content. Readers who visit your page will quickly get turned off if what they read seems artificial, cobbled together, or over-processed. And this may have an effect on your results: Google tracks and lets you see the amount of time readers spend on your page before going back to look at other search results, so you will know if they’re quickly hitting the Back button out of frustration. Using SEO might help customers come to your page, but it doesn’t guarantee that they will stay there. For that, you need to provide information they’re looking for presented in a way they can understand.

It may seem daunting to write a series of blog entries, but you probably have more resources than you realize, and you don’t necessarily need to write them all yourself. Maybe you’ve written law articles for magazines or newsletters, or contributed a chapter to a law book at some point. These articles can be repurposed into blog entries for a general audience (provided you own the copyright on them). There are also services (such as James Attorney Marketing) that can write informational articles in a specific field for a low fee, which will still provide much higher-quality content than a blog farm would provide. Ultimately, you want readers to think they can trust you and that you can provide them what they want. Establishing that trust is difficult in a world of millions of blogs, but the first step is to convince them you aren’t another spam site that’s just going to shove ads at them.

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