Following on from our survey into lawyers and their social media habits, I decided to find out how UK lawyers and accountants fare against each other when it comes to writing content.
The long and short of it is, lawyers win this one. However, the two professions are still leagues behind when it comes to successfully using writing to promote their expertise. Passle's research into the top 200 UK law firms and top 100 accountancy firms shows that on average a lawyer blogs 0.51 times a year, while an accountant blogs 0.25 a year.
According to the results of this survey, 64% of accountants have apparently never been asked to write content by their firm, compared to 41% of lawyers.
It's no surprise that out of those who were never asked to write content, 75% did not find content writing a successful lead generator.
While the pool surveyed is a relatively small one (64 lawyers, and 73 accountants), it still goes to show how much progress still needs to be made.
Here are some figures that might convince you on the need to create more content:
- B2B Companies that blog only one or twice per month, generate 70% more leads than those that don’t blog at all (Hubspot).
- In terms of SEO, blogs give websites on average 434% more indexed pages and 97% more indexed links (Content+).
- 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement (CMI).
Of course, if you’re finding it difficult to persuade your fee earners to blog, you should check Passle out. Passle makes it easy for busy experts to create authentic and timely content on a regular basis.