Did you start blogging because you want people to come to your site, subscribe to your blog and eventually hire you?

Such blogs are solely profit driven, and they usually fail, per research done by B2B marketing consultant, Greg Digneo (@GregDigneo).

The content soon reflects these motives and the blog is dull, boring, and uninspired.

Traffic never comes.

Email subscribers are few and far between.

And in the end, the blog shrivels up and dies.

Which blogs succeed in growing business? Purpose driven blogs.

A purpose driven blog is one that provides unique value to an audience. The readers of the blog can’t find the content anywhere else in the blogosphere.

The legal blogosphere is filled with blogs that are not purpose driven. Unfortunately, that includes many on LexBlog’s LXBN network.

Law bloggers are not asking why would someone want to read my blog and what value am I providing to a niche community. Law bloggers are driven by profit, and their blogs show it.

I am right with Digneo.

Once you transition from a profit mentality to a purpose mentality, your blog will grow in popularity while generating more leads and more revenue.

The Internet is all about helping people, especially so for lawyers. As Zig Ziglar said, you can have everything you want so long as you help others get what they want.

Find a niche community in the law that is being underserved. Pour your heart into helping others and you’ll have great success in blogging.

You’ll be publishing a purpose driven blog.

  • In other words, there’s really no difference between the two. Basically the point is to publish something that is interesting and has value, rather than just cobbling together some keywords to try to come up high in a Google search. Post something that YOU would look forward to reading and that you would subscribe to. I’d also say that quality rules over quantity. 2 quality posts per month is better than 8 boring posts per month. Respect the reader’s valuable time. With that in mind, an attorney posting on a daily basis, or even multiple times every week, always seemed like overkill to me — who really want to hear from their attorney every day anyway?

    • Thanks for the comment Jeff, I see where you are coming from on both points. But I do think there is a difference between the goals – profit or purpose, even if subtle.

      Looking at the goal of your blog to offer something no one else is offering so you are benefiting a niche community feels like a purpose driven goal.

      For example I thought blogs would benefit lawyers and that lawyers would not know how to blog/network through the net. So I started offering what I could 11 years ago.

      Dave Donaghue saw that no one was covering IP litigation in the Northern District of Illinois back in 2005. He thought lawyers and companies could use summaries from decisions at the district court level and the circuit court of appeals level. The goal was to fill the void. The outcome was profit – a position at DLA, later at Holland, and a national word of mouth reputation in ip litigation. But the profit came as a result of a purpose.

      I really think if lawyers would think more of purpose first they would have greater long term success in the form of revenue and reputation. Too many lawyers say I am doing XYZ and I need to produce content on XYZ to get people to come see my blog and website – as if getting people to your blog and website equals success. These type of blogs struggle and often fail.

  • Greg Digneo

    Thank you for the sum up and sharing the post with your community Kevin!

    • You bet, shared with account management team this AM as well.