You’ve either tried blogging, or you’ve been told you should. Chances are that you get stuck on what to blog about, and certainly what to do with your blog so you win clients from it. This post is going to look at exactly what to blog about,  then what you need to DO with your blog post to get the most amount of value (and client wins) from of it.

what to blog and what to do with your blog

If you are like most lawyers, accountants and consultants you may write a blog, post it to Twitter and LinkedIn and then leave it there. This means you miss out on most of the value of your blogging work, limiting your chances of monetising your efforts, and winning new clients with your blog.

You don’t need to be an SEO genius to win clients with your blog.

Firstly, you don’t need to think like an internet marketer (fortunately).OK, you can win clients through an in depth knowledge of keywords and SEO (Search Engine Optimisation). However, if you know what to blog about, and what to do with your post, you can win clients through every single blog post you write. . Seriously, leave the technical aspects of internet marketing to the internet marketing folk. Everything I am going to tell you in this blog can be done by any lawyer, accountant or consultant who can use a word processor and email.

It all starts with writing the right content.

As the saying goes, garbage in, garbage out. If you just rush off 500 words without much thought as to WHY you are writing the blog post and HOW it will help your business development efforts, then you are limiting your ability to win clients right from the start. WHAT to blog is as important as what you do with your blog post after writing it.

What to blog about to win clients?

So, when you are thinking what to blog, what type of content works best?

  • Topical or strategic focus: It depends on your route to market, how “distressed” a purchase your service offering is, and the buying journey your clients go through. For example, if you are an insolvency lawyer or litigator, then articles with a topical or strategic focus work very well. E.g. Insolvency trends, and articles based upon recent headline news.
  • Educate clients: Regardless of your route to market or the nature of your service offering, blog posts that educate your potential clients into realising they have a problem often work very well. Consider it the professional form of ambulance chasing. One of my former clients, who are specialist auditors, get the best results when they slightly scare their readership into realising that they need help to fix a problem they didn’t know they had!
  • Objections: You could also look at your business development process. Where do prospects drop out of your funnel? What are their common objections to working with you? The answer to what to blog about is now addressing these problems. For example, one professional realised he often lost potential clients as his prospects were concerned about damaging important relationships if they used his services. So he wrote content around this to allay his prospects fears. As a result he stopped losing prospects for this reason.

Take the time to distribute your content properly.

Most professionals don’t properly distribute their blog post after they have written it. It doesn’t matter whether you plan to blog weekly, fortnightly or monthly, you need to get the most bang out of your buck for writing your article.

If you’ve done your homework, you know what to blog. The content of your blog is pitched in the right place to make a difference to your business development efforts. The following actions work really well:

  • Get colleagues to help: Once you’ve added your blog post to your Linkedin, Twitter, etc. ask your colleagues to share it.
  • Write several introductions: Don’t just stick up a link, think about introductory sentences that compel people to click. There is little point in content if nobody can be bothered to click. Consider creating several introductions for the link so you can post it multiple times on Twitter and LinkedIn.
  • Have personalised approach: Who would really value the content you have written? Go through your contact list, prioritise the main people who would find it valuable (that you really want to stay in touch with). They could be intermediaries, key clients, internal firm contacts, prospects. Write a personalised note to each person (and I really mean personalised) with a link to the post. You could ask for their thoughts on the post, see how the information in the post affects them, ask for a reaction.
  • Email it out: Create an email for the blog post, and send it to your contacts in the firm who have clients who would find the post useful. Remember it doesn’t always need to be you who has to do the sending.

If you blog more than once a month, then don’t send every one to the same people.  Cherry pick the best of your content or the most relevant of pieces to send to your contacts.

Be consistent with your efforts.

Sometimes it may take time for a blog post to turn into a client-attracting asset, but keep plugging away. Consistency is the answer when it comes to blogging to win new clients. As one of my clients found when he stopped blogging: his pipeline started to empty 3-6 months later.


Written by Heather Townsend. I help professionals become the 'Go To Expert'. I am the co-author of 'How to make partner and still have a life', 'The Go-To Expert' and the author of the award-winning and bestselling book on Networking, 'The FT Guide To Business Networking'. To find out whether I can help you read 'is this you' Connect with me on ,  LinkedIn and Twitter