"Blogs: The Great Equalizer in Marketing Attorney Expertise"
The Winter/Spring 2005 issue of San Francisco Attorney (published by the Bar Association of San Francisco) has an excellent article on using blogs for legal marketing. It's unfortunate that the article is not available online, because it's one of the best I've read on the subject. Here's a brief excerpt:

In the blogosphere (aka the Internet), the size of a firm and the marketing budget lose power. Blog users want smart, relevant content, which can come from a solo practitioner or a megafirm. Through a blog, all lawyers compete on an equal playing field. .... Because the Web is not yet saturated with [legal] blogs, the first-to-market benefit still exists for most topics[, but] will not last long.

The article is by David Bruns, director of marketing for Farella Braun + Martel LLP.
- posted by Kim Kralowec @ 9:08 AM