How many posts are needed to launch a law blog? One. And I’m serious.
Too many lawyers and law firms take all the fun out of blogging before they even get started by working on a series of blog posts before they take their law blog live.
You know how hard it is to sit down and pen four or five articles? It’s not fun — not even for three or four lawyers pooling their efforts.
A law blog is not like penning articles, a blog can be a lot of fun.
You get to put your thoughts and insight out there, live on the Internet. No matter what anyone says, sitting down at the keyboard and then pushing the publish button for the first time is an adrenalin rush. A little angst, but a lot of excitement.
When have you had the chance to take something live to the Internet before? And minutes after you penned your piece.
You want more blog posts? You’ll get them when someone has their pride on line.
You publish a blog post and you have ownership. That’s you out there. You’ll be looking to add more, if for no other reason than ego and pride.
There is no way you’re going to generate that type of excitement for your second, third and forth blog post when you’re penning them on a Word doc over a month’s time. That’s painful.
The only thing that sounds more painful is sitting in a conference room over lunch with lawyers and marketing professionals discussing the first blog post and the upcoming ones we’ll be doing before the blog goes live.
A law blog is something which enables a lawyer or group of lawyers to enter into an ongoing discussion in a niche area of the law or locale. A blog is not the definitive resource on a subject — especially on day one.
Starting a law blog is akin to saying I, or we, are going to start networking through the Internet in way that builds our name and nurtures relationships. Like networking offline, you begin by just getting out and networking.
A columnist in a publication starts publishing by penning her first article. You need not see four articles first before you decide whether her commentary is interesting or of value.
Blogs are unique in that the content is distributed virally. By emails, by sharing on LinkedIn, on Twitter and on Facebook. When you get your first post out there, no one is looking for the next three to hit them in the face, one after another.
You need not worry about someone coming to your blog after your first post and saying I would have subscribed to this blog if it just had three more posts. No authority here, only one post — too bad for that lawyer. C’mon.
Blogs grow on people. The first post, and even the next two, are not going to wow anyone.
Know that the smallest audience you will ever have on your blog will be when you launch your blog. One post is okay.
Those who come, and it will not be too many (you don’t publicize the launch of a blog), will be interested if you’re focusing on a niche, offering some insight beyond summaries of the law and have a conversational tone.
View the first post, as it should be viewed, as a start.
As a lawyer you’ll not write in an embarrassing way, but you can be assured that that you’ll blog poorly, but not forever. Practice, like with anything, will bring improvement. All the good law bloggers had to start somewhere.
Sure, proof that first post. I must have sat in the coffee shop for a couple hours with a printed draft of my first post. Other lawyers will have a spouse, child or colleague proof their posts.
If you’re itching to do that next post before you launch your blog, mark it draft on your publishing platform or set it to go live four or five days later.
We see far too many blogs with four to six posts, or more, on the day the blog launches and then one or two over the next two or three months. Looks lame, and a sign that the fun was taken out of law blogging before you ever got started.
Relax, as much as you can starting a blog, and have some fun.