Here is a long post on law firm blogging which is worth reading. I think its more focused on larger firms but one thing resonated strongly with me:
“Let your people go. The one thing about law firm blogs in 2010 that has most pleasantly surprised me is the emergence of lawyers’ true voices and personalities in their blogs.”
This is good news indeed. For too long, too many attorney blogs were four line titles and boring legalese that did nothing but re-enforce existing stereotypes of lawyers. If you are going to blog make sure you are tapping into something authentic, something you care about.
If the content of your practice isn’t what gets you up in the morning but instead its the excitement of working with your team to solve client problems, then make that the subject of your blog. Blogs are like the camera: they reveal the truth. A boring blog means that you aren’t being honest about your passions.