Nearly every firm has a newsletter. So, why not a blog ? More often than not it's because newsletters are a known quantity, systems are in place, and it's a standard value added offering for clients. However, it's more than likely your newsletter is one of twenty or more that your clients receive. How often do you think it really gets read ?

Why not let clients pick which posts they want to read, search your blog when they need information, and engage in dialogue with you on the spot ! There are lots of ways a blog can benefit your firm and your clients:

> it's a faster way to market -- when big news hits you can get out there with commentary right away, follow up with some insights and impacts on particular market segments the next day and round out the week with in-depth analysis

> it's flexible and cheap -- set up and maintenance is inexpensive, posts can be a few lines or a well-researched article, it's up to you

> automatic updates help you stay top of mind -- with automatic updates every time you post your followers are alerted and your name comes back into focus as a knowledge resource

> you can get one idea or article out at a time and people will like you more for it -- no more collecting articles for a particular deadline, ideas can go when they're written and if you're feeling prolific this month your posts can be saved to go when material is thin

> everyone can contribute -- with a reasonable editor Partners through to new graduates can contribute posts -- encourage everyone to get involved to produce more dynamic content that reaches all levels and get your whole firm engaged

> you will be more readily found online -- not only do blogs improve your search engine rankings but being a source of valuable information is more likely to spark a new client enquiry

> clients decide what they want to read -- instead of picking the five or ten articles your client wants to read this month, why not let them decide, better yet let them tell you !

> you can start a dialogue with clients -- blogs encourage comments which managed effectively opens a whole new world of opportunities for interaction and engagement with your clientes.

However a blog done poorly can do more damage than doing nothing at all, so before you make the switch be sure to consider:

> time -- a blog done well takes much more time than a newsletter, it demands constant attention

> frequency -- successful blogs need frequent posts, at least once a week to grow and keep a following

> quality -- quality content is a must -- give people news, insight, analysis, satire

> interest -- give them anything but the dull and done already or they simply won't come back, and attracting a following takes time, so one great post in twenty won't cut it can run out of control

> know your audience -- blogging is generational and is more likely to attract a younger crowd, (which doesn't mean senior decision makers won't like it) but if most of your clients are tied to more traditional approaches a blog may not be the best way to reach your audience

> consider your market -- different markets will respond differently to blogging, technology sectors in particular will jump on board much faster and appreciate a new approach but others may not be so receptive.

With blogging on the rise and more people looking for information online, a blog can be a great way to position your firm as a knowledge leader and stand out from the "newsletter crowd". Just make sure you've got the time, resources, money and market to make it work. It's a big commitment.

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