Blog Topics That Actually Bring Clients to Personal Injury Firms

In this episode, Marc Cerniglia reveals how personal injury firms can stop wasting time on generic blog posts and start creating content that actually attracts clients. It’s not about writing for search engines — it’s about writing for real people with real questions. Marc explains how to identify the situations your clients are in, the questions they’re asking, and the content that helps you show up as the trusted expert they need when it matters most.

📌 Key Takeaways:

• The best blog topics come directly from your clients’ real-life questions.
• Writing for situations and emotions beats writing for keywords every time.
• Great blog content also helps referral sources know when to send clients your way.

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Chapters

• 0:00 Frame The Content Strategy
• 0:16 Core PI Questions To Answer
• 1:07 Consultations As Blog Topics
• 1:24 Write For Clients And Referrers
• 1:56 Repurpose And Expand Topics
• 2:04 Sponsor And CTA

Transcript

SPEAKER_01: 0:00

All right, if you have a personal injury law firm, let's talk about what type of blog content you should be publishing. And honestly, regardless of what practice area you're in, the way to always start answering this question is what are the situations my potential clients are in and what kind of questions are they asking? So if you're a PI firm, obviously your clients have probably been injured in some capacity. Uh maybe they're dealing with some sort of ailment or sickness. So you're gonna want to create content that address those situations and the kinds of questions they have. You know, so content that is, you know, injured due to somebody else's negligence, here's what you should do next. Right? Um, obviously uh our writers or even Chat GPT might be able to make the uh subject line of the blog a little bit better than that. But those are the things you want to talk about, right? Is is what to do when you're injured, what are your what are your rights? What actually makes somebody negligent? What actually makes somebody liable for the injury or the issue that has been created for you, right? Um, you then could also create content around some of the questions you know they're gonna have for you, right? Like, how long does it usually take to have a resolution to a personal injury case? How does the the payout work, right? How how do I know what law firm I should choose, right? So think about all the questions you get in consultations, and those are all blog topics. But back up a step further to where I started and think about the person at home or God forbid in the hospital, wherever they might be. Think about what they're thinking about, think about what questions they're asking. Um, and also think about the people that might refer to them, right? Family members, doctors, things like that. What types of topics are going to help those people realize that they need to make a referral for you, right? So you want to create content that's gonna address the questions and the situations that that your prospects are in. And don't be afraid to revisit topics, right? You can take one single topic and you can probably spin off another two or three topics for that.

SPEAKER_00: 2:04

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