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How to Get the Most Out of Legal Blogs

By Nerino J. Petro, Jr.

A firm needs to consider every available marketing tool to compete in this highly volatile and fluid legal marketplace. One often overlooked tool is a Weblog, otherwise known as a blog (or when used to refer to a legal Web log a 'blawg' in many instances). However you wish to refer to them, blogs provide a singular opportunity for a firm to leverage its unique knowledge in a format that's easily updatable and which can be targeted to specific market audiences. If a firm has a number of practice areas, it can maintain separate blogs to target each of these areas and not be faced with trying to write content that will appeal to every client or potential client that the firm is trying to reach.

While some lawyers blog simply to share their thoughts and knowledge, the majority also look at blogs as an opportunity to help with marketing their expertise and knowledge to a broader audience consisting of existing clients and also those who may be seeking assistance in the practice areas that are being covered by the blog. Therefore, the content of the blog is critically important to its success and its ongoing retention of readers.

Narrow the Focus To Increase the Audience

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