I just read the following post SCOTUSblog Won Readers, Not Clients: Popular blog didn’t work as marketing tool for law firm but was a hit with readers, founders tell UGA audience.
I have to disagree.
In general, and in most cases, a corporate legal blogger might not be able to point to a particular piece of business and say, “I brought that in from writing this blog post on that date.”
However, if written correctly, the attorney can most likely point to their practice and see a correlation between their increased business and the launching of their blog.
I just don’t think the folks at SCOTUSblog are correctly measuring its value.
A corporate legal blog is NOT a business development (read SALES) tool in and of itself. It is there to provide what Nancy Myrland calls “digital breadcrumbs“:
Blogging, just as all other content scattered across the Internet, is what I always refer to as “digital breadcrumbs.” The words, thoughts and opinions we share in these spaces serve to help others find a path to us when they happen to need us, or at least when their interest in our areas of expertise is heightened.
A blog, done right, is an educational tool that will position the author and firm. Avvo‘s Josh King agrees:
Too many attorneys and firms treat them like outbound marketing vehicles, doing more overt sales pitches than information and thought leadership.
Blogs are about value, and education. They are about telling the story you want the general counsel to read as they are doing their due diligence on the attorney and the firm. They are about having the right results on page one when your name is Googled.
Getting back to the softer ROI that we’re talking about, Virtual Marketing Officer, Jayne Navarre, points out that the SCOTUSblog article contradicts itself:
Continue Reading How NOT to measure the value of a legal blog