There are a lot of law firm blogs competing for market share, they are a huge commitment and not all blogs wind up being successful.
So are they worth it? The short answer, yes, IF you can find a niche and a strong team committed to its success.
Blogs are great branding and lead generation tools – they can often lead to speaking engagements as well as new clients (the holy grail of content efforts). As Susan Kostal writes in her latest article for Attorney at Work, “blogging is also a significant equalizer for those in small and midsize firms. With consistency, many authors from less well-known firms compete more than ably against those in national brand-name firms.”
In the article, she asks a successful law firm partner blogger (Linn Freedman of Robinson + Cole) for her tips, which include having a blog schedule and sticking to it, a blog strategy (remember you can’t be everything to everyone), sharing short posts with helpful, actionable tips, assembling a strong team of writers, focusing on writing content that clients need day in and day out to do their jobs, assigning a managing editor to manage the process, adhering to assignment schedule (meaning lawyers are responsible for writing content each week and they block out the time irrespective of their other firm commitments) and using analytics to determine what content is resonating with clients to refine editorial strategy.
One of the other great takeaways from the article – blog because you want to.
She says “Most importantly, do it because you want to inform and connect with clients, not merely as a business development tool.”
That’s exactly why I started this blog, and why I am so committed to it.
There are a lot of other great tips in her article.