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Legal blogging is one of the hottest types of legal marketing these days. It seems as if every day brings another crop of fresh lawyer blogs (called “blawgs,” by some – not me). I’ve been a legal blogger for a number of years, so I’ve seen the good, bad and ugly of blogging.
Here, then, are the top three reasons why lawyers should blog.
- Explanation: When you explain something, it becomes clearer in your mind. When you explain something in a way that speaks to your target market, it becomes easier for you to do so during a consultation or client meeting.
- Exposure: Creation of content online is the best, fastest, and easiest way to increase your exposure to people who are searching the Internet for answers to their questions. The more content you create that is relevant to a particular topic, the more of that online turf you’re going to cover. The more you cover, the more likely it is that an interested prospect will find you rather than some other lawyer.
- Reputation: By creating content you establish yourself as a thought leader and expert in the field. When that happens, the mainstream press is more likely to seek you out for your opinions. This press coverage is some of the best offline marketing, as publicity is the purest form of endorsed content out there. Don’t believe me? My own blogging got me some of these stories:
- coverage in the New York Times in January 2008 for a story about the mortgage meltdown
- December 2008 in the New York Times for a story about the rise in bankruptcy filings in the region
- August 2008 in Crain’s New York for a story about the foreclosure crisis
- February 2008 in the New York Daily News for a story about bankruptcy
- March 2005 in the New York Daily News for a story about the impending changes to the U.S. Bankruptcy Code
So what has my blogging done for me? It’s gotten me exposure (just Google my name and you’ll see how well I “own my name” online), allowed me to be a better teacher to my prospects and clients, and allowed me to build my reputation in the community by gaining the attention of the mainsteam media.
Not too shabby for a small investment of my time, huh?
Photo courtesy of (michelle).
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