Make Blogging A Reality At Your Firm

by McManis Faulkner

McManis Faulkner

If your goal is to start a firm blog this year, I wish you great success.  In my experience, blogging does not come naturally to law firms but it has value.  It may take more than one mention of your project to get it off the ground but I encourage you to go for it, be excited to show your firm the marketing possibilities of blogging.  To make blogging a reality in your firm, I offer a few pointers from our marketing team.

Leave the Skeptics Behind for Now.

Initially, put all your energy and time into the handful of lawyers and staff who immediately like the idea and see the value in blogging.  Those who are enthusiastic will help you recruit more bloggers later.  In addition, it is important to have a partner or team leader support the firm’s blogging efforts.  To further encourage participation, consider writing a blog yourself.  This will show others how important you believe blogging to be and that even an occasional blogger can have a positive experience. 

Would You Read Your Own Blog?

With roughly 6.7 million people on blogging sites, your blogs need to be concise, catchy, somewhat entertaining, and informative (Johnson, web). You know the lawyers in your firm who like to write and have good writing skills.  They may still need direction in order to become your prize bloggers - a lawyer’s legal writing style and blogging style may be very different.  Even though more than half of your audience will be other law firm professionals and lawyers, readers are looking for diversion along with information.  A good rule of thumb is to ask your writers, “would you want to read your own blog?”

Show and Tell. 

Show statistics and success stories from other firms’ blog histories.  Let your writers know how your firm will use your blogs - how they can be featured on social media, the firm’s website, and other blogging platform websites.  Show them targeted lists of clients with whom you would like to share their blogs.  Also, sharing the positive results with everyone in the office will help pique others’ interest and encourage firm-wide participation in blogging.

Create a Realistic Blogging Schedule.

Now you have authors ready to write, it’s time to set a schedule.  Your schedule should fit your firm’s size and the number of potential bloggers.  If you only have a few people interested in writing or are a small firm, post once a month or bi-weekly to start.  A big firm with a large pool of motivated bloggers may be able to post once or even twice a week.  Whatever your constraints, have a schedule and stick to it as much as possible.  Keep in mind, sometimes life happens or caseloads can change overnight.  If a blogger cannot finish a blog at the scheduled time, be understanding, and have a back-up blog ready.  The last thing you want to do is post something that is not of good quality - and that will forever be somewhere on the internet.  An added bonus of a well maintained schedule is that your marketing team will know the best time to email or talk in-person with bloggers about future topic ideas or upcoming draft deadlines. 

Plan How You Will Reach Your Audience.

A good way to reach a larger audience with your blogs is by using platforms, such as JD Supra, LinkedIn Pulse, LexBlog, WordPress, etc.  The ability to track who is reading your blogs, whom the blogs are reaching, and how the blogs are shared makes it easy to show your firm the benefits of a good blog.  Again, look at all the different channels on which you may share and post your firm blogs while keeping an eye on your analytics to get the most out of each blog.   

Teamwork is Key.

Have a few people from different departments or position levels read and suggest edits to the blog drafts.  Teamwork will make the blog stronger.  For example, when a practice team leader, marketing/business development leader, and a legal assistant read the same draft, each of them brings a little different point of view to their edits.  Plus, it takes a little pressure off the blogger when turning in rough drafts knowing that several other people will help ensure the quality of the piece is high.  “It is literally true that you can succeed best and quickest by helping others to succeed” – Napoleon Hill, American author.

Encourage Participation Every Chance You Get.

If you overhear people talking about an interesting topic that you think will make a good blog, encourage them to write a draft.  Your ears and eyes should always be open to finding good blog topics for your bloggers.  Let your writers know they can utilize material they already have worked on, such as articles, presentations, or questions others ask them often.  In addition, a few tangible encouraging tactics help too:  holding a raffle at the end of the year for all bloggers to enter, making blogs a line item on the bonus review sheet, prizes for top blogs, spotlight blogs on firm’s intranet, etc.  It never hurts to ask or send around a survey to the employees for ideas for rewards, or what would making blogging a positive experience.

Once you have successfully moved your firm into the blogosphere …then it’s time to get started on Vlogs!  Here’s to your blogging success!

Works Cited:

Hubspot,  Accessed June 2017.  (97% more inbound links) and (67% more views).

Johnson, Zac. “A Look at Blogging Industry Stats from 2016 [Infographic].”, Accessed June 2017.   (6.7 Million).

Sukhraj, Ramona. “24 Little-Known Blogging Statistics to Help Shape Your Strategy in 2017.” iMpact.,  Accessed June 2017.  (66% bloggers) and (over 93% paid promotional use).  

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.

© McManis Faulkner | Attorney Advertising

Written by:

McManis Faulkner

McManis Faulkner on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.


JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at:

- hide
*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. Or, sign up using your email address.