A common difficulty legal finance companies face with blogs is making them congruent with their business and their reader’s needs. The term “congruent,” most likely, evokes the days of high school geometry classes and discussions of triangle sizes.
Although many legal financiers want to forget those geometry lessons, they provide a foundation for designing and writing a blog.
Congruent blogs are ones that provide a consistent image and impression of your business while also reaching attorneys, clients, and other businesses in the legal finance industry. If you want your legal finance company to evoke a professional image, for example, you need to work to ensure that potential clients, attorneys, and industry professionals visiting your blog all get this same impression.
A legal finance firm’s blog is unique in that, unlike other blogs, it has three intended audiences: the legal finance industry sector, attorneys, and potential clients. This triumvirate of audiences is what makes legal finance blogs more difficult to create.
If your blog does not reach this diverse audience, you could be losing business.
It might not be obvious how the industry sector is an intended audience. However, one of the most common blog readers are competitors. By incorporating competitors into your audience, you can reach this audience as well.
Competitors can be important allies when it comes time to stand together in order to change laws or fight unfair images of the industry in the media, so reaching out to other legal finance companies should be a goal.
Making your legal finance blog congruent requires designing a great format as well as picking relevant topics. Decide on the image you wish to project — whether that is down-to-earth, professional, or something else — and make sure that both the content and the look of your blog promote this brand. The place to start is with other blogs. Find, read and take notes on other legal finance firm blogs.
However, be wary about copying other blogs too closely. A blog that repeats the format, content or tone of other blogs is worthless. A blog is a way for readers to connect with you or your legal finance firm, find out more about where you stand and, more importantly, what you can do for them.
Copying other blogs does not accomplish that. Use other blogs to get general ideas, but work hard to create a blog that is as unique as your legal funding business.
Once you have an idea for content and design, you will need to generate ideas for specific blog posts. Ideas can be found anywhere: reputable magazines, former cases and conversations with attorneys. Any event or idea that sticks out in your head, no matter how irrelevant it may seem, can turn into a relevant blog post with a little work. Keep a small notebook of ideas or work with other employees at your company to brainstorm ideas for your legal finance blog.
The tone of your legal finance blog must be in accord with the tone that is appropriate for your audience. Fortunately, this does not mean that you need to present three different personalities in each of your sections, but rather that you need to keep it professional.
Although a blog is casual by nature, your blog nevertheless represents you and your legal finance company.
The final way to make your blog congruent is to not market yourself too aggressively. Despite the professionalism you instill in it, a blog still is a social outlet. Your blog will most likely lead to your firm’s site, which most readers will not hesitate to visit
if they trust your blog. While you will want to mention your legal finance company in your blog, avoid the hard sell. Focus on making your blog informative for attorneys, potential clients, and even other litigation funding companies and you will enjoy a better readership.
” FRA Financial Group Founder Joe RoosEvans is an industry veteran who has built one of the nations’ most successful Independent Marketing Organizations – Financial Resources of America and its affiliated companies, including FRA Financial Group.”