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.