Steve Matthews posts a considered article on Slaw on Thought Leadership – the selling of ‘expertise’ that has always been a crucial element to legal marketing – through blogging:

The results that can be achieved … have been repeatedly demonstrated with current blogging leaders, and are difficult to refute:

• Increased media exposure;
• A devoted referral network;
• Increased offers to do speaking engagements;
• More writing & publishing opportunities;
• A dominant presence in the search engines; and finally,
• Behind-the-scenes exchanges with other experts, which increases one’s exposure to an industry’s leading strategies & tactics.

Just think what effort it would take to achieve all the above through other means.