When I was a kid, it was all about the United States and the dreaded USSR. Bombs on top of bombs, rhetoric and fist-shaking made for an uneasy future.
Now it seems as if the arms race is one of content, at least in terms of business. And it’s just as scary for lots of attorneys.
We’re urged to blog, do videos, tweet, post, plus, like, and on and on.
Spill your guts to the Internet, and the Internet will reward you richly.
The competition is coming up in the rearview mirror, and you’ve got to either move out of the way of get run over.
Better hurry up.
The problems with this line of logic are as follows:
- most of the lawyers who are creating content of any sort are doing little more than regurgitating the basics of their field of law;
- most legal content is so chillingly boring that I can’t imagine anyone wanting to read or watch it;
- the few lawyers who are doing an awesome job of it are likely not practicing in your neck of the woods;
- in spite of the best efforts of the online marketing squad, there’s nobody teaching lawyers the specifics on how to write online in such a way that makes people even a little interested in what they have to say.
Everyone worries about being found by Google, but more people are finding content by way of their social circles these days than ever before.
If you can’t write for your audience, nobody’s going to pass along your work. Doesn’t matter how lovely your blog looks, or how well lit your videos are.
So as you can see, it’s not such a big race after all. The hill isn’t too steep to climb, and you can topple the giants more readily than you may think.
All you need to do is start.