At present, 26 percent of law firms in the US have their own blog, according to the 2016 Legal Technology Survey Report, which was recently published by the American Bar Association’s Legal Technology Resource Center. The larger the firms, the more likely they are to have a blog: among firms of 500 or more attorneys, 60 percent have blogs, while at firms of 100 to 499 attorneys, 52 percent have blogs. In contrast, only 20 percent of firms of 2 to 9 attorneys have blogs, while just 12 percent of attorneys in solo practices have their own blogs.
So, what is a blog, and should you consider starting your own, if you don’t have one? The word blog comes from weblog (web log). It is often defined as a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style. Blog articles are not academic papers. They’re meant to inform the general public.
There are many reasons to start a blog. Some see blogs as a platform for lawyers to offer insight and commentary. As such the articles are a form of free first legal advice, and facilitate access to justice. One lawyer described these blog articles as ‘helping the little guys’. Blogs also helped democratizing publishing and marketing for smaller and solo law firms. And by now, blogs have become an essential marketing tool: the legal market has changed, and the new legal consumers are content consumers. In order to turn website visitors into customers, you must turn them into content consumers first. And that is what you use blogs and social media for!
How and where do you start? You have several options, some which you could even combine. If you have your own site, then it makes perfect sense to use it to publish your blog as well. If you are using existing CMS software, like WordPress, Joomla, or Drupal, for your website, then you already have all you need, as these come with built-in blogging solutions. If you don’t use an existing CMS package, you should be able to stick to the technical solution you already are using, or, alternatively, you could opt to start using blogging software for your blog only.
If you don’t have your own website, and you don’t want to host your own site, you could use one of the platforms that are specifically meant for blogging: WordPress, Blogger, Blogspot typically are most used, but Tumblr, Medium, Squarespace, Ghost, and Wix also offer solutions. The comparison chart at https://startbloggingonline.com/blog-platform-comparison-chart/ offers a good overview of pros and cons of the different solutions that are available. If you are active on social media, you could even use some of those: both Facebook and LinkedIn, e.g., offer the option to publish articles. And finally, your ISP may even offer you a free blog. You don’t even have to limit yourself to one solution. Some people publish their articles on their blogs, as well as on social media.
What should you write about? Many legal blogs offer insight and commentary on developments in the law, business and consumer affairs. Others focus on case law and regulatory developments. Ideally, you should write about something that you are passionate about. Being passionate about a topic makes it easier to be inspired, and will make the writing process more enjoyable. Blogging shouldn’t be a compulsory chore.
After you have written your article, it is good practice to promote it on social media, so you can attract more viewers. (And if you promote you articles on Twitter, use hashtags for the most important keywords. For an article like this one, e.g., you could use #legaltech and #blogging).
The next question is how often you should update your blog with a new article. There is no magical success formula, as it both depends on your target audience, and on the amount of time that you can spend. For larger firms, an update frequency of two to three new articles per week is often seen as ideal. For smaller firms and solo lawyers, one or two new articles per month usually is enough.
Starting a blog might seem a bit intimidating at first. But it is something that grows you on quite easily. Once you have written some articles, you’ll get the hang of it, especially if you write about topics you are passionate about.