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How to Get the Most Out of Legal Blogs

By Nerino J. Petro, Jr.
December 21, 2007

A firm needs to consider every available marketing tool to compete in this highly volatile and fluid legal marketplace. One often overlooked tool is a Weblog, otherwise known as a blog (or when used to refer to a legal Web log a 'blawg' in many instances). However you wish to refer to them, blogs provide a singular opportunity for a firm to leverage its unique knowledge in a format that's easily updatable and which can be targeted to specific market audiences. If a firm has a number of practice areas, it can maintain separate blogs to target each of these areas and not be faced with trying to write content that will appeal to every client or potential client that the firm is trying to reach.

While some lawyers blog simply to share their thoughts and knowledge, the majority also look at blogs as an opportunity to help with marketing their expertise and knowledge to a broader audience consisting of existing clients and also those who may be seeking assistance in the practice areas that are being covered by the blog. Therefore, the content of the blog is critically important to its success and its ongoing retention of readers.

Narrow the Focus To Increase the Audience

While a blog can cover everything concerning the law, the most successful blogs are focused on narrow practice segments or niche areas of the law. By focusing on these narrower topics, it is easier to keep the content of the blog updated and fresh. New postings are critical when it comes to search engine rankings ' blogs that are regularly updated with new posts consistently rank higher. Internet search engines look for content that is added on a regular basis and that is linked from other posts or blogs. The need to update frequently is often a deterrent to creating a blog or is used as an excuse for not having a blog, but many attorneys fail to realize that a blog post doesn't have to be the equivalent of a major article or paper. Posts can simply be a link to a post on another blog or news source with brief commentary from the lawyer that adds their opinion as to what this might mean to the target audience.

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