“Instead of saying that you’re the best in your field as you would with more traditional advertising, push out relevant information that shows that you know what you’re talking about,” according to a new survey – Am Law 200 Blog Benchmark Report – from the team at LexBlog.
The report stems from examining the web presence of the Am Law 200 firms – including 962 blogs. The LexBlog team has previously conducted similar research as far back as 2007 providing benchmark data to observed trends.
In addition to writing about the study, a webinar was recorded and can still be viewed, and made the slides freely available on SlideShare. Those slides are embedded nearby and are this week’s Friday Share.
Some key findings from the report include:
- “82 percent of the 2014 Am Law 200 are embracing blogs”
- “Am Law 200 firms now publish a total of 962 blogs, a 45 percent increase from 2012”
- “18 of the top 25 firms are blogging”
- “46 of the blogs are individual attorney branded” (a decline)
- “75 firms have 2-5 blogs, easily the biggest sub-segment”
“Whether you’re at a large firm or small, blogging can be the great equalizer,” concludes the report. “While there are a great number of blogs at these large firms, small boutique firms can gain equal notoriety with a well-done blog. There is still plenty of room to blow away the competition.”
The full report and webinar also explores additional challenges on the web – including responsive design and security. The full report – which provides an impressive appendix breaking down blogs by firm and category – is well worth a read.
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