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To blog or not to blog – that is the question. We take some poetic license to apply Hamlet’s questioning here since it applies to many legal professionals who are deciding whether to start a blog. Wanting to get answers from a subject matter expert in the legal blogging arena, we interviewed Kevin O’Keefe, CEO and Publisher of LexBlog, Inc. to get the lowdown on what the business of blogging is all about.
Some lawyers may be wary of the blogging, but Kevin explains that, “Business development for lawyers and other professionals is all about building relationships and establishing a strong word-of-mouth reputation. The Internet did not change that. By blogging effectively, a lawyer can accelerate the process of becoming a reliable authority and growing relationships.”
Yet, rookies need to consider that blogging is definitely a commitment of time and resources. “Just like networking offline, blogging takes putting in some time to grow your business,” states Kevin, “You don't get to sit on the sidelines, do nothing, and expect work to come in the door, but fortunately blogging and using the Internet is a time saver when it comes to networking. When it comes to business development, lawyers accomplish more in less time by networking through the Internet so as to build a powerful Internet identity.”
Blogging puts your audience at your fingertips, which makes it easier to connect with them. That is something that would be impossible for lawyers and professionals to accomplish otherwise. Plus, blogging doesn’t require any travel expenses, tickets to networking events or conferences – all lawyers need is a computer and some creativity. Though Kevin warns, “Don’t forget it’s face to face relationships, born out of and accelerated by networking online that truly grow a lawyer’s business.”
Polonius from Hamlet said, “To thine own self be true.” Kevin advises being genuine with your audience. Professionals entering the blogosphere can stand out from the crowd, many of whom merely report on news with a sterile voice, by having an authentic voice and focus that sets you apart from others.”
Kevin further advises engaging your target audience personally in order to stay relevant and unique. Never have someone else blog for you.
“Pay attention to influencers and amplifiers of your clients and prospective clients (reporters, bloggers, association leaders, editors, publishers) by reading, via an RSS reader, what they are writing. Then, by sharing what the influencers and amplifiers are writing and offering your ‘take’ you can establish yourself as a trusted and reliable source of information on a niche. Networking with these folks helps you build a powerful Internet identity.” Also, don’t forget to infuse your posts with your unique personality and to write in a conversational style. Not only will this make it enjoyable for your readers, but also it will be more fun for you when blogging.
The best way for you and your blog to get better known, Kevin says, “Is to engage others – reference what influencers and amplifiers are saying and writing. They’ll ‘see you’ and begin to reference you in what they are saying and writing.”
Kevin also advises using other social media and networking platforms, such as Twitter, Facebook and LinkedIn. “Don’t focus so much on pushing your blog posts out on these platforms, first share others’ content relevant to your audience. Doing so you build trust with followers on social networks. You’ll then find others sharing your blog posts with others who trust them.”
You can of course use traffic analytics in an attempt to measure success. But Kevin advises that law firms and other professionals measure blogging success based on whether they are getting real traction. “Are you growing your network of relationships? Are you establishing yourself as a subject matter expert? Are you bringing in not just work, but high quality work, from blogging?”
Is it difficult to set up a blog? “That’s probably not the right question to ask,” says Kevin. “Professionals ought to focus on their time and the return they are receiving in their business development activities. There’s more to developing a blogging strategy and understanding what blogging really is all about than meets the eye. It’s not just writing content.”
Overall, Kevin recommends, “The main focus should be on your strategy and execution of that strategy in an informed fashion.”
Once you determine whether a blog is an appropriate part of your overall business strategy, you will be able to decide whether to blog or not to blog. We hope you decide to blog – if you do, best of luck!
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