Will New Rules Of Content Marketing Kill Ghostwritten Legal Blogs Once And For All?

Will New Rules Of Content Marketing Kill Ghostwritten Legal Blogs Once And For All?. Of course, in 2010, when the ABA polled its readership on ghostwriting, blogging — and the blogosphere — were both much different than they are today. Back then, conventional wisdom among most legal marketers was that penning frequent, short blog posts — would maximize SEO. More significantly, the Internet today is awash in a tsunami of content. A recent report, Build a Better Blog released by Track Maven found that over the last five years, the average number of blog posts published per brand per month increased by a whopping 800 percent, while social shares of blog content declined by 80 percent. To oversimplify, there’s more noise than ever before, and readers are simply tuning it out. Readers are also more discerning about what they’ll share. Most significantly, longer posts are more shareable than short ones, with a target between 1200-1400 words. So why are so many legal content marketers hopelessly out of step when it comes to the optimal blog post length? Carolyn Elefant has been blogging about solo and small firm practice at MyShingle.comsince 2002 and operated her firm, the Law Offices of Carolyn Elefant PLLC, even longer than that.

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Every six years or so, the question of the ethics of
ghostwritten legal blogs
rears
its
head
around the blogosphere. And while most bonafide bloggers
stubbornly maintain that ghostwriting is either plainly unethical,
not to mention unwise
for other reasons
, a full
sixty percent of lawyers
surveyed by the ABA Journal did not perceive any
problem with
outsourcing blogging
to others since lawyers have long relied
on marketing experts for advertising copy.

Of course, in 2010, when the ABA polled its readership on
ghostwriting, blogging — and the blogosphere — were both much
different than they are today. Back then, conventional wisdom among
most legal marketers was that penning
frequent, short blog posts
— would maximize SEO. But the

ideal length for a blog post
is much different in 2016 than it
was in 2008 or even 2012. For starters, as I
observed
back in 2009, social media sites like Twitter or Tumblr offer better platforms for short
form writing than a blog.

More significantly, the Internet today is awash in a tsunami of
content. A recent report, Build a
Better Blog
released by Track Maven found that over the
last five years, the average number of blog posts published per
brand per month increased by a whopping 800 percent, while social
shares of blog content declined by 80 percent. To oversimplify,
there’s more noise than ever before, and readers are simply tuning
it out.

Though not entirely. Readers are…

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