In this episode of the Legal Marketing 2.0 Podcast Guy is joined by Kevin Brodehl, a trial and appellate attorney at Patton Sullivan Brodehl LLP in Northern California. His practice focuses on high-stakes real estate and business disputes throughout the Bay Area and California, which he often writes about on his blogs, “The LLC Jungle” and “Money and Dirt.” The focus of Kevin and Guy’s discussion is on the importance of blogging as a marketing tactic for attorneys. Specifically, they discuss finding blog topic inspiration, and the importance of finding your niche. You can connect with Kevin on LinkedIn or follow him on Twitter.
Podcast Show Notes
1. How did you get this idea for doing blogs as a business development tactic?
At my prior regional firm, we had a marketing coach in there for a few years, and it was a very helpful resource. One of the other attorneys at the firm started a construction law blog and he seemed to have a fun time doing it, he also got a lot of kudos and respect from outside the firm and inside the firm. So that got me thinking, “okay well I’ll do that too, that looks fun”. I then started “Money and Dirt” in 2014 and since it really helped me to generate new business, I decided to start “The LLC Jungle” in 2018 since I began working on more LLC cases.
2. How did you find your niche?
That was the thing that I struggled with for probably seven or eight years, because the truth was my practice was broad-based business and real estate litigation. It was only after continuing to talk to other attorneys I learned that even though we practiced the same area of law, none of them tried the types of cases that I do. That got me thinking about how I really did have a niche, which is important in law because people really want expertise for their unique needs.
3. How do you come up with the topics for your blog, how do you decide what you’re going to write on?
The easiest way I find new content to write blogs about is reading new cases that come out from the Court of Appeals. I believe it gives me the most benefit too because it shows I am current and up-to-date with the latest regulatory changes.
4. Have your blogs helped you generate new business?
Definitely. It helps showcase my expertise to people doing search engine research, as well as referrals. Clients have told me that they have gotten a referral to me from another attorney which really helps but then, once they checked me out, my blogs, and saw what I wrote about, they knew I was the right fit for their case. Others have just found me on Google.
5. What are other business development tactics you choose to focus on?
Blogs are just one piece, it’s the most visible piece, but beyond that it’s a ton of networking. That’s what I started doing back when I decided to get out of my office and start focusing on the marketing part of being a lawyer. I was getting out of the office and networking with as many different people, some who might not necessarily be a great referral source, but as long as they swim the same business streams they’re going to be able to introduce you to other people who might be a good resource. I think networking is probably the most important, blogs are more of the extenuation of those efforts.
6. What’s the most important piece of advice you have for lawyers who are new to blogging and don’t know where to start?
Focus on finding your niche and on writing blogs that are educational and relevant. Also, figure out ways to disseminate your blogs so they are visible to prospective clients.
Starting a blog may seem like a tough task considering many attorneys are already busy with their legal duties. Discover where you excel in your practice, what you enjoy focusing on, and where you think you have the most expertise to provide to readers; your niche. Become visible through networking with like minded colleagues and fellow attorneys who swim the same business streams as you. Then focus your online brand around being the go-to resource for your niche with educational and client-centric content. These 3 legal marketing ideals will have you well on your way to establishing your thought leadership content for your legal blog.
Are you lacking the time and resources to keep up with a consistent blog? We’ve got the largest cadre of legal writers and journalists in the industry, helping to take your idea and write the content as if you had the time to write it yourself. Let our experienced content professionals help you tell your story. Contact us today for a consultation.