Existing law blogs on your intended topic don't preclude blogging success
Lawyers and law firms often decide what area of law to blog on based on whether other lawyers are already blogging on the niche being considered. The logic goes there are already a couple successful law blogs on the topic, it's too late for us.
The latest discussion on the topic arises in comments to a recent blog post of mine. Seattle attorney, Dan Harris, publisher of the China Law Blog, one of the most widely read law blogs, comments that it may be rough sledding if you're trying to break into an area with a number of existing good law blogs.
The reality is that if there are already 100 blogs out there on employment law and 10 of those already have a really good following, it is going to be very very difficult for the newbie to get an audience.
Dan's point is well taken, but I don't believe you should decide whether to blog on a subject based upon the existence of other blogs on the niche. In fact, there can be an advantage starting a blog on an area of law where there are a number of successful blogs.
The goal of a law blog is not just to become one of the most widely read, ie, in the top 3 or top 10 in employment law. Blogs can be used very effectively for networking, reputation enhancement, and business growth even where there are other popular blogs on the subject.
If there were already 3 lawyers in Seattle doing employment work for small businesses with less than 100 lawyers, should a lawyer conclude it's too late to do employment work for small businesses here? 'I'll never be in the top 3, these guys have been doing it for years. I wanted to do employment law and I think I'm pretty good at it, but no can do.' I don't buy it.
If there were a number of employment lawyers in Seattle already networking in order to enhance their reputation and grow business, would you, also an employment lawyer say no networking because there's already lawyers networking? Of course not. There's plenty of work for good employment lawyers.
Lawyers with a desire and passion to blog in an area of law will find having a ready network of lawyers publishing blogs on the subject to be an advantage. It's like having a panel discussion on the subject going on every day.
As a new employment law blogger, you enter into that discussion by referencing other lawyers' blog posts, the lawyers already blogging will reference you and your content, and you'll get seen as an authority by employers and those who influence them. Work follows.
Sure, there's an advantage being first to blog on a topic, just like there is an advantage being the first lawyer in town to begin networking one's practice in a niche. But no lawyer should decide not to follow their passion because someone is already covering it.
God knows, we need all the good passionate and caring lawyers we can find. Let's foster good legal discussion and give prospective clients a meaningful way to select the lawyer they believe best for them.
I've already backed down a bit on this. Using your example, I would say that if this lawyer is planning to write a really good, really interesting, really lively blog on Seattle employment law, he or she should move forward. But, if he or she is just going to write a run of the mill blog on Seattle employment law, forget it, it's too crowded and you will not be read much and, yes, that does matter. In other words, whereas three years ago, one could make somewhat of a name simply by having a blog, that is no longer true. So don't just think you can throw something up and draw in readers and business because that will not happen.
I'm one of those lawyers with a new, 1-out-of-100 (or more) employment law blog. I see my blog as a way to keep up with something I'm interested in and as a marketing tool. If I was afraid to blog because a zillion other lawyers had employment law blogs and mine would never be in the top 10, I'd also never advertise (because a zillion other lawyers do that, too), and I might never want to practice law, either, because a whole lot of lawyers have a lot more experience than me and I might never reach their level in the profession because I'd have to compete with them.
In this way, that argument - that you shouldn't blog because there's too many people already blogging in your niche who do it so much better than you ever will - becomes a slippery slope. There's a ton of people out there who do things better than me, and there always will be, but that doesn't mean I shouldn't try to do what I want just because I think 'the competition' is so much better than I am.
So, following the 'don't blog' argument to its logical conclusion leaves one either desperately chasing the next big thing in social/online media (all the time) or cowering in the corner, never wanting to leave the house. But you know, there's probably a ton of people who cower a whole lot better than I do, so I might as well work on my employment law blog instead. ;-)
Right on point Kevin. I often have this discussion with others too. And I always tell them this. Ask yourself if you were looking to put in a Wendy's or Burger King, where would you put it? Right next to a McDonalds would be the best place. Never, never not do a blog because someone else may already have one in your niche or on your street. Use your blog to build your community and use it to network with other bloggers.
You are right on - by networking you will increase your exposure, not limit it. The key is to do it better than the other person, not necessarily different.