How To Bring In Work as a Blogging Lawyer - Slides from LexBlog's Webinar

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How toBring in Workas a Blogging Lawyer

Agenda & Presenters

Success Stories

Benchmark Blogs

Tactics

Your Questions

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I’m amazed both by the amount of traffic our blogs attract and by the amount of business that [the blogs] generate.– Mark Silow, Managing PartnerFox Rothschild (39 blogs)

Fox Rothschild Tactics

Support from firm leadership Great internal support team Always niche-oriented


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The blog is an embarrassing success, in the sense that, second only to business from existing clients, this is the greatest source of business for both my law firm and its non-law subsidiary.

– Stuart Kaplow,Green Building Law Update

Stuart Kaplow Tactics

Write in a personable tone Lean in to the industry Be strategic by highlighting

individuals


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A friend sent me a link to a Forbes article quoting my blog post and mentioning me…We’ve also had a client – previously unaware of our capabilities – send us one of our blog posts and contact us to work on a matter for them.

– Stephanie Stroup, Sr. AssociateNorton Rose Fulbright’s Consumer Products Law Blog

Norton Rose Fulbright Tactics

Timeliness Scannable content Blog network promotion


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We get calls all the time from companies, “I read this on your blog and I’d like to talk to you about it.” Or the equally common, “I’ve been reading your blog for years and knew at some point I’d need your help, and that point is now.”

– Dan Harris,China Law Blog

China Law Blog Tactics

Initiative and effort Know your audience Write like a person Genuine interaction


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Within three days I’m getting phone calls, “I’m a student, can you help me?” All I had to do is post a blog article, and the phone rings. That’s the quick result of an established, seasoned network.

– Christine Kingston,Los Angeles Bankruptcy Law Monitor

Christine Kingston Tactics

Champion a cause Engage with mainstream stories Timeliness


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I have heard personally from existing clients who have a new business opportunity because something we wrote triggered an idea they would like us to help them explore. We’ve absolutely have seen our blogs grow into new and expanding businesses relationships.

– Albert Dotson, PartnerEditor-in-Chief, New Miami Blog

New Miami Blog Tactics

Editorial organization Visual appeal Proactive posts


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Of course, law blogging is about

more than the work generated.


We’re reasonably confident that that particular commissioner knows us because he referenced one of our posts in a speech he gave a year or two ago…Another FCC commissioner reads because he linked to one of our pieces in a blog that he posted on the FCC website.

– Harry Cole, CommLawBlogMember of Fletcher, Heald & Hildreth


Everybody [at the CFPB] reads our blog...I met CFPB Director Richard Cordray for the first time earlier this year when I got selected by the CFPB to be an industry witness…I told him, “This is the first time we’ve ever met,” and he said, “It may be the first time we’ve ever met but I hear your name about 50 times every day.”

– Alan KaplinskyPartner, Ballard Spahr

Recap: Strategic Tactics Get true support from firm leadership

Build and utilize a great internal support team

Always be niche-oriented with publications

Highlight individuals

Promote your blog network at the firm level

Champion a cause


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Recap: Writing Tactics Use a personable tone, write like a person

Be timely

Produce scannable content with visual appeal

Engage with mainstream stories

Write proactive posts

Take initiative


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Recap: Audience Tactics

Lean in to the industry

Know and speak to your audience

Demonstrate genuine interaction


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About LexBlog Founded in 2004 The legal industry’s authority

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