Where do you find ideas for writing interesting and relevant posts your clients and prospects look forward to reading?
Here are 3 “can’t fail” places:
I know, you already read plenty. But if you only read about the law, or you only read short articles you find online, you’re missing out on an opportunity to create superlative content.
Read more books and talk about the ideas you learn.
Read history, philosophy, and books about business (even if you target consumers). Read books about important subjects, written by smart and accomplished people with interesting information and stories.
If it interests you, it will interest many of your readers.
Entrepreneur Patrick Collison said, “You could try to pound your head against the wall and think of original ideas or you can cheat by reading them in books.”
2) Posts written by your colleagues
Other lawyers are writing about subjects that interest their clients and prospects. There’s a good chance those same subjects will interest yours.
Read the blogs and newsletters written by professionals in your niche. Read what lawyers, accountants, consultants, and other experts are writing about and use their ideas to create your own content.
If you handle estate planning, read blogs written by other estate planners, even in other jurisdictions. Read tax experts, divorce lawyers, financial planners and others who sell to or advise the people you target.
Agree or disagree with them, amplify their article with examples from your own experience, quote them and link to them if you want, or simply use their idea as a starting point to share your own thoughts on the subject.
3) News about your target market
What’s going on in your target market and with the people in it? What are people talking about, complaining about or celebrating?
Report on trends in the market, predictions, and news. Which company or industry is in an upswing, which one is having trouble? What’s expected to happen next month or next year?
Share information and ideas on consumer issues, e.g., taxes, insurance, credit, debt, etc. If you target business clients, talk about avoiding lawsuits, protecting assets, increasing productivity and profits, and bringing in more business.
Identify prominent people in the market and write about them, interview them, review their books and profile their companies, products and services.
Share news and helpful and interesting information people want to know.
3 simple ways to get ideas for content your readers want to read.
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