Last week, Legal Week ran a story about trainees writing a weekly blog at the law firm Watson Farley & Williams. Hurrah!
Ah, but wait a minute, isn’t that just a page with some pdf documents on it? That’s not really a blog then is it? Stuart Bruce and Justin Patten would tend to agree and have already expressed their thoughts very clearly on the matter.
I guess that it is a “log” and it is on the “web” so in that sense it qualifies … but it is at that point that the similarities end. So what are the special characteristics that blogs have which make them blogs and such a potentially valuable business tool. Well, the main ones are:
- Readers can leave comments: your readers can respond to your posts so that you can get feedback, start conversations and develop relationships with potential clients, suppliers or partners. The perfect opener to creating a relationship and a network, though the more cautious among us may decide to moderate the comments first;
- Automatically organised: Blog software (which it is sensible to use) will automatically display your most recent posts first, making them easy to find, as well as organise all your posts into ‘categories’ and ‘archives’. This gives great organisation and structure to a blog, perfect for visitors and Search Engines alike and allows you to concentrate on the content
- Permalinks: every post and every category has its own individual address, forever! This means that you can refer to them in articles, emails, newsletters etc safe in the knowledge that they will always be found. Another great feature for the Search Engines.
- Multiple Authors: not only can one person add content but you can allow access to any number of people so that you have several authors contributing to a topic or a series of topics. It also opens up the possibilities for blogs as tools ideally suited to internal communications within a company.
- No technical knowledge required: you don’t need technical expertise to write a blog. You add pages or articles directly to the blog through a “Windows” type of interface with no need to rely on a web designer to update it for you;
- Internal and External Links: blogs thrive by links and referring to other articles so that conversations and ideas can be taken up and developed. At its best, this allows a viral effect in terms of promotion and helps develop both relationships and networks.
- Search Engine friendly: with regular posts, categorised content and search engine friendly links and addresses, business blogs become ideal places for Search Engines to find the type of content they love … and you can rank very highly! An added marketing bonus for your blogging!
I would also recommend any company looking to start its own blog to take the Green Cross Code of Blogging approach and make sure that they are aware of how other are using blogs and what they should be considering.
I do, however, see that Legal Week has just started its own series of blogs including an Editor’s Blog and a Daily Diary which look to be much more what we would expect. Good luck with those!





















Thank you for the link, Mark. Very good piece in defining the attributes of a blog. Would you add RSS as a feature of blogs as well? Some blogs do not have them but I think would. What do you think?