Content that’s written by the firm’s partners can show their expertise and the personality of the firm. This can be a huge benefit when marketing your firm and trying to be come the experts in your niche. BUT a common challenge is how to get the fee earners to contribute to producing content to help market the firm. The content itself could be blog articles, white papers, items of thought leadership, reports etc. In this second part of a 2 – part blog post, we share with you 15 tried and tested ways in which you can get your fee earners to willing write blog articles. (Part 1 here)
Before you start getting your fee earners to write a blog post, do remember that it is far easier to come up with ideas for blog posts and meaningful articles if you are working to a content plan, which is aligned to your business development strategy. Download our guide to content planning, it's free and waiting for you right now in our JoinedUp Networking toolkit. This toolkit is a resource library stuffed with goodies to help you get better results from your networking (email address required). Click here to download it.
7. Provide a ‘time’ budget for fee earners to write or contribute to blog articles
Very often blog articles don’t get written because this has to be done in your own time. If you give each fee earner an couple of hours a month to help contribute to the firm’s blog, you may find more willing writers appearing from within the ranks.
8. Use a Q&A format
We use this technique quite a bit when we are ‘interviewing’ or profiling someone for one of our blogs. This is where you send out a set of questions for the fee earner to answer. This is then published as a written interview or Q&A style blog post.
9. Get senior management talking about the blog posts they have ‘written’
If you can get your senior partners to talk about the importance of having fresh engaging content, plus them circulating the blog posts they are writing, it can be much easier to get your fee earners to start contributing to the blog.
10. Start with the advocates
There will always be a few informal influencers who, if they themselves are engaged with the blog, will convince others to write and contribute.
11. Publicise the results
Very often fee earners need to truly understand the ‘why’ before they will add in blog writing to their list of business development responsibilities. Track the success and impact of the firm’s blogs, and whenever you can, showcase the results (and business won) as a result of the firm’s blogging efforts
12. Engage a department team to brainstorm ideas
Take a department team and do a brainstorm for ideas for blogs on the themes which the department regularly talks about with clients. With the right energy in the room, you should be able to get many ideas out, which will then make it easier to find writers from the team to write them.
13. Be organised
You will want to educate all your writers on the timelines for blog posts. To get the momentum up and running, stick to your timetable. If you want a blog article a week, then stick to this. Ask for blog posts to be sent to you at least 2 weeks before they are needed. You may like to request an outline and key points 4 weeks before the post is needed. That way both parties can check that the article fits the need.
14. Share your content plan (and progress) with key partners in the team
Having a regular conversation with key partners from a department on how the content plan and blog is going, can really help blog articles get written by people in the department.
15. Give a prize for the blog post in the month/quarter with the most traffic to it
There is nothing like a bit of incentivisation to help you fee earners get writing.
What have you used in your firm to encourage fee earners to write blog posts?