A recent survey showed that blogs published by lawyers ranked fourth among the top eight criteria in-house counsel use to pick outside attorneys. While this is certainly a powerful argument for the importance of lawyers’ blogging, there is another way to think about this that is even more powerful.
73% of use recommendations from trusted people.
This makes sense. If the trusted person also says, “and this attorney writes a blog on legal issues relevant to your company,” I’ll bet that increases the trust level. If the trusted person forwards the blog URL, this allows the in-house counsel to see for him or herself the quality of the lawyer’s writing, thinking and what the lawyer interests are.