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When you're beginning the process of developing a blog for your law firm and creating a calendar with blog topics, you'll want to think carefully about the content that goes into each of those blog posts. When you begin crafting a list of blog topics, you’ll want to consider your “buyer personas,” or the target readers of your pages.

Depending upon the specific area of law in which you practice and, for some firms, the particular geographic area you are targeting, you’ll have a few different types of readers in mind. For example, you’re probably creating a blog in order to expand your business and to attract potential clients to your site. At the same time, you might also be thinking about other lawyers as target readers, both as potential new employees as your firm as well as leaders in the field with whom you can be in dialogue over specific legal issues. When you’re writing all of these new posts, what keywords should you use?