Written by Lee Saunders, head of English content at Nishlis Legal Marketing.

Do I blog? Who is going to read it? How much time will it take? Do they really work? Are other people in my sector doing it?

In the digital world, blogs can feel like they have been around forever but in the corporate world, some sectors do, some don’t, but all can benefit from increased visibility if they work out what they want to say.

Blogging is all about showcasing your thought leadership, understanding and expertise to followers here on LinkedIn, Twitter, Facebook and often to journalists, who may need background information on your industry developments. You are establishing yourself as the most reliable go-to person or company for a particular product or service.

Here are 10 pointers to help you get started.

1) Plan: Before you even get to the blog itself, write down 5 points you wish to make to your reader and elaborate on them. Why do you want to make them? What are you trying to say? What do you want them to think about you after reading them?

Compile a list of easy-to-implement tips you want to use and select the most important. Explain each tip or warning sign in a few sentences or paragraphs.

2) Structure: There are a number of structures for you to consider. A simple list post on tips or trends are among the most popular.

For example,

5 M&A trends you need to know about 2017.

12 Easy Ways to Raise Your Profile.

5 Warning Signs that You Should Call Your Mother.

Use headline and subheadings to keep your reader engaged and involved. This also helps Google understand the key points you are making any long blog post.  

3) Language: In legal or financial blogs, do not get overly technical if your reader is not a General Counsel. How will it impact them?

4) Length: Aim for around 700-1000 words as blogs of this length tend to rank better on Google as your keywords will appear more often. It is challenging to write so many words and keep it strong, tight, focused and informative. Best thing to do here is again to plan what you want to say and why. What trends or events are taking place in your industry? 

Use a good mix of sentence lengths – both long and short – and don’t be afraid to be creative. We are not writing Harry Potter but you can play with words and use analogies, metaphors and expressions. 

5) Easy to follow: A high-quality blog post is easy to read and valuable for your readers. If they are rereading twice to understand, you’ve failed to get the message across. While you will always look to show your passion and enthusiasm, decide on the tone you want to convey. Do you want it to be formal or informal? Positive or warning your readers?

6) Read: To write, write, write – you need to read, read, read. See how other people in your field (and others) are writing and about what specifically. 

7) The order: Consider writing your introduction last and never let your conclusion fizzle out. 

8) Get them thinking:Surprise your reader with something new – make your reader think. 

9) Consistency: You may think everyone is blogging, and blogging regularly, in your industry, but you may well still be the first in your niche. Set a content calendar.

This is something that can be driven, researched by associates or juniors, to showcase initiative, raise their profile inside the firm, and build relationships with clients. Signed off by partners, it’s a good way of rainmaking and networking for the next generation.

Save your best tip until the very end. 

10) Message us.