Law Firm Marketing: Blogging for a City


Co-authored by John Hellerman and Adrian Lurssen, a detailed look at what every law firm should ask about blogging, and how to sustain a law blog once started. Originally published in Bloomberg Law Reports, December 2010:

...Consider your audience. Editors think from the perspective of their audience, and then give that audience exactly what it wants. The editors of CNET give their tech-thirsty readers incredibly detailed reviews about the latest gadgets. The editors of the National Enquirer give their audience salacious, fantastical dramas from the celebrity landscape. The editors of Good Housekeeping deliver unfailingly practical advice on making meals, keeping a home, and looking your best.

If you know your subject, and the kind of prospective client you would like to be reading your blog, you should have a fairly good idea of the information that excites and interests them. Deliver it to them, regardless of whether the lawyer in you finds other legal issues more intriguing. Because, as an editor would point out, you are writing the blog for your audience, not yourself.

See below for the full article.

LOADING PDF: If there are any problems, click here to download the file.

Written by:

Published In:

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Adrian Lurssen, JD Supra | Attorney Advertising

Don't miss a thing! Build a custom news brief:

Read fresh new writing on compliance, cybersecurity, Dodd-Frank, whistleblowers, social media, hiring & firing, patent reform, the NLRB, Obamacare, the SEC…

…or whatever matters the most to you. Follow authors, firms, and topics on JD Supra.

Create your news brief now - it's free and easy »

All the intelligence you need, in one easy email:

Great! Your first step to building an email digest of JD Supra authors and topics. Log in with LinkedIn so we can start sending your digest...

Sign up for your custom alerts now, using LinkedIn ›

* With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name.