3 traits of successful law blog – focus, passion & originality

Karl Long, a Web/Social Media Integration Manager at Nokia, identifys 3 traits of a successful blog – focus, passion, & originality. They apply equally to what makes for a successful law blog.

Karl’s 3 keys, with my comments:

• Focus. Lack of focus is the number one mistake lawyers make in their blogs. Lawyers ask me all the time why they are not drawing clients from their blog. When I look at the blog, it’s got posts on a broad range of topics – so broad that few, if any, people would subscribe because the blog has must have content on a niche subject. Plus, as Karl asks are new viewers stumbling onto your blog going to understand in 2 seconds exactly what your blog is about? If not, you’ll have no success in building readership.
• Passion. Ain’t no way you’ll continue to take time away from your family and law practice if you’re not passionate about the topic. Blogging is a marathon, not a sprint, so you better love the race. Plus your passion comes through in your writing, readers are attracted to that. As a trial lawyer, the key to success was conveying my passion to members of the jury. If I believed so strongly in my case, a few of the jurors would too. They would convey my case to other jurors. Same with blogging. People with a heart love passion, they’ll convey your passion and beliefs to others through their own blogs. Word of you and what you do will get spread across te net.
• Originality. As Karl says, “Original content and original ideas in the blogosphere stand out like beacons in the night, and not to labor the metaphor but they also attract other bloggers like moths to a flame.” You need not post original content from scratch. Some of the best blogs reference something a lawyer has read. But providing your original take, or at a minimum, your original summary (with a few comments) are key. There’s got to be something original about your blog posts that gets readers to subscribe.

Lawyers who believe passion and originality only apply to non law blogs are mistaken. Lawyers doing eminent domain, insurance coverage, and creditors rights work have blogs exhibiting passion and original content. As a result their reputations as trusted and reliable authorities have grown and their business has increased. Have some faith, the traits of focus, passion, and originality are keys to success.