Business author and speaker, Thom Singer, asks Does Everything You Blog About Need To Be An Original Idea?
I’m in agreement with Thom. Absolutely not.
I have always believed that what makes blogs successful is not solely the brilliance of the blogger to have totally original and unique ideas in each post…. but instead their ability to take nuggets of information, concepts and theories to extend the discussion. Adding perspective, spin or highlighting minor points that might have otherwise been over looked in the piece that was the inspiration. They key here is to give credit to who or what was the catalyst for the writer.
The best blogging, by its very nature is a discussion. And a discussion does not mean everyone joining in a circle and throwing out an original thought.
Imagine how stupid a conversation would sound where every time someone opened their mouth, they were required to offer a new idea. One person after another trying to one up the other with the better original thought. It would sound like a group of clowns. No one could learn a thing – whether a participant to the discussion or a listener not taking part in the conversation.
As a lawyer blogging for client development you want to join conversations. It’s by entering into conversations with thought leaders in your niche and, when relevant, your locale you establish yourself as a thought leader.
By offering value to the an existing conversation among thought leaders, you get known by the leaders. In turn, you’ll get cited by the leaders referencing what you have to say in your blog. You’re also observed, or at least listened to, by people not participating in the discussion. These non participants are often your clients and prospective clients.
It’s also by entering into existing discussions that you and your blog get found. Imagine blogging the most original and profound content in the world, but not referencing what others are saying. You’ll never get found. It’s like blogging out in a corn field. You’ll be miles from the busy intersection of thought leaders conversing and others listening.
Though you don’t need an original idea, don’t just repeat what someone else has reported or written in their blog. Offer your take. Offer your insight from years of experience practicing law.
If you saw an interesting article in a business publication that would be of value to the prospective clients you were joining for lunch that day, you’d make a copy of it for them. You’d highlight the relevant portion. You wouldn’t just stick it in their pocket. You’d say here’s what I found, where I found it, and why I am sharing it with you.
It’s the value you bring to the discussion people are looking for. You can bring this value without having an original idea.