Don’t be self conscious : Your perspective is what matters in blogging

I was talking with Joann Jen, a PR Account Executive at Firmani + Associates, last evening at a Legal Marketing Association event. Jen found the thought of blogging as a young PR professional a bit intimidating. Despite following thought leaders’ blogs on the net and sharing her thoughts on Twitter, she asked ‘What would I have to offer in the face of all the experts out there.’

I explained it’s the context she offers that means a lot to the blogosphere conversation. The blogosphere would be a hell of a boring place if all we had were the people who had ‘made it’ exchanging ideas. The conversation on the blogosphere thrives because there’s the sharing of ideas, insight, and commentary from all sides.

Who’s to say a blog post on a PR/marketing issue from a young PR professional’s context is not as valuable as one from Guy Kawasaki or Seth Godin? Jen’s view on the challenges and opportunities of a college grad breaking into the PR world today is more meaningful than someone who has been in the field for 25 years. Seasoned PR pros as well university marketing students would all benefit from the context Jen offers.

More importantly, blogging is a learning experience. No single thing in my life has taught me more than blogging. I am viewed as a national expert on blogging and social media in the legal industry. Absolutely no way that would have happened without blogging for the last 5 1/2 years.

When I started blogging in 2003, I knew nothing about blogging or social media (if we had it back then). But I loved the concept of lawyers using blogs to enhance their reputations, I thought it would be big.

There were no books on how to blog, let alone blogging in the legal profession. So I just read every blog I could get my hands on about blogging. Learned a ton from the likes of Robert Scoble, Dave Winer, Denise Howell, Ernie Svenson, and Doc Searls.

And rather than just reading, I shared what these pro’s were saying, offering my insight and commentary. Low and behold people found my sharing of what I was reading on other blogs interesting. My readership took off.

Readers were obviously interested in what a snot nosed kid from the Midwest turned lawyer turned Internet entrepreneur had to say about his experience learning the world of blogging. Of course I shared a few blunt opinions and ideas along the way.

And always keep in mind that the best way to learn something is to teach it to others. Doing so causes you to digest what you’re reading, reflect on it, and kick it out in your own words on a screen in front of you. You tend not to forget when you learn this way.

Juan Antunez blogs on Florida probate litigation and has developed a good practice in that area. When we first talked a few years ago, he wasn’t certain as a ‘non-expert’ in the field that he could blog on the subject. His law firm did estate planning, probate, and litigation. He was in Florida, the home of some sizable estate disputes. Though he had only did a little work in the area, Juan thought going into a niche such as probate litigation may be a good fit.

But how would he portray himself? He knew he couldn’t say he had been doing probate litigation for years.

I advised telling it like it is. In the about section of your blog, tell people about your background as a lawyer, and about what your firm does. Then share case law and other developments on Florida probate litigation. Share your insight and commentary as you’re becoming more proficient on the subject.

Antunez has developed a great following. His blog has allowed him to be a recognized leader in the state on probate litigation. His blog is the leading resource on the subject. It’s a great client development tool.

Sure, you have to have some framework from where to begin. I was a lawyer with 7 years of Internet marketing experience when I started. Juan was a lawyer doing some estate and litigation work. What we had in similarity was a passion to learn and to become a trusted and reliable authority in a niche.

I could go on and on telling you stories about young lawyers who are growing through blogging whether it’s a new law grad in Milwaukee blogging business law or a young lawyer in LA who is going to become a rock star on defamation law. The point is others are blogging to grow and you can too.

Don’t be ashamed of your blogging. Don’t be self conscious. It’s the context that you’ll offer and who are as a person that’ll make you an interesting blogger to follow.