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Blog On

Blog On

A blog post about an online article about law firm blogging, with a link to an article containing blogging tips for lawyers? As far as we know, a little mise en abyme never hurt anyone, so let’s do this.

An article by Jennifer Williams-Alvarez on the digital edition of Corporate Counsel caught our attention the other day. In it, the author recounted the views of several in-house counsels as they reflected on how law a firm’s blog could affect the hiring of an outside firm.

The good news? The consensus is a good blog is an effective platform for an attorney or law firm to showcase expertise. The article relates how Josh King, general counsel at Avvo Inc., ended up hiring an outside attorney because of a blog.

“There’s a guy whose blog I started following years ago who’s a First Amendment lawyer … and I’ve hired him for a number of very specific, internet-related issues.’” According to King, “The relationship would not have started without the blog.”

And the bad news? You guessed it. Blogs can also be potentially detrimental to winning – and even retaining – business. By way of example, Williams-Alvarez quotes Chas Rampenthal, general counsel at LegalZoom.com Inc.

“You can get an idea about the leanings of the firms by the way [the lawyers] write.”

According to the article, Rampenthal believes that “If a blog post shows that a firm is out of sync with LegalZoom’s interests and legal arguments, ‘it would definitely be a reason to reconsider the relationship.’” Lee Cheng, chief operating officer at Gibson Brands Inc., puts it in even more blunt terms. “I can definitely tell you that there are people that I haven’t hired and would never hire because of their blogs.”

While the universe of potential blog posts—both good and bad—is infinite, following a handful of basic rules can help authors avoid the black holes that make blogging counterproductive. For example, writing on the personal finance website, the balance, author and attorney, Sally Kane, provides 10 useful blogging tips for lawyers and legal professionals.

  1. Pick a Niche Topic
  2. Focus on Quality Content
  3. Post Regularly
  4. Engage Readers
  5. Examine Web Metrics
  6. Promote Your Blog
  7. Utilize SEO
  8. Include Your Bio
  9. Incorporate Audio and Visuals
  10. Steer Clear of Giving Legal Advice

The extent to which a law firm’s blog accurately mirrors its culture, personality and areas of legal interest and/or specialized expertise determines how well it gives prospects and clients a realistic view of the firm behind the digital mask. Blogs help “peel the veil back,” Rampenthal says.

 

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About Chas Schmidt

Chas Schmidt
Chas Schmidt is a freelance copywriter and frequent contributor to the Business of Law Blog. A former Senior Copywriter for the Business and Litigation Software Solutions (BLSS) division of LexisNexis, Chas honed his strategic writing skills in a variety of previous roles on both the corporate and agency sides of the marketing communications fence. He is the former creative head of an ad agency in Durango, Colorado, holds a Master of Fine Arts degree in Creative Writing from North Carolina State University and plans to one day live off the grid in the wilds of Michigan’s Upper Peninsula.
2 comments
David Rickard
David Rickard

The other preferred standpoint that distributing articles gives is expanded web movement. Article catalogs show up on web crawlers and will be incorporated into query items. In the event that somebody plays out a look for you or your firm, odds are that your articles may come up too. Your article may likewise get the attention of anyone perusing one of those same catalogs, or hunting down data on a subject identified with your field of skill.

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