The professional service blog is still an untapped market. Many small corporations can really take advantage of being an early adopter of blogging and using it as a resource to bolster mindshare with their clientele. They can provide timely filtered-news, content specific to their known readers and information specific to an industry.

Kevin O’Keefe sees the trend in online readership growing according to beSpacific and based upon his comment would agree that professional services blogs will be among the most read news item as the internet generations move forward.

Saw over at beSpacific that according to a new report, online newspaper readership reached a highpoint in May 2005, with almost 44 million unique visits to a range of sites which accounted for about 30% of users online at both home and office.

This bodes well for lawyers using professional marketing blogs to grow their business. First, a lawyer’s blog done right is akin to an educational magazine or news report focusing on a niche topic. This report is further evidence that a growing number of people would just as soon get their news online as offline.

Nebo Group is working with a client right now in this area. We’re seeing an opportunity for our client to create ongoing mindshare with his clientele as a result of his writing abilities. We’re not seeking huge numbers of readers, rather we’re seeking to have impact together in a niche market where maybe the blog is only impact a few readers - but the right readers; readers who turn into repeat clients.

Through our connections coupled with his connections our plan is to market the blog via word of mouth and a targeted client list. Along the way we plan to generate the kind of buzz Mr. O’Keefe speaks about.

…good blog publishers interact with other other blog publishers. The best bloggers to interact with by posting about a post of theirs or by commenting on their blog are blogs with a large audience. An increasing number of newspapers have blogs. I tell LexBlog’s clients all the time to subscribe to all the blogs published by regional or metro newspaper reporters & editors and to start interacting with them. Looks like that interaction is going to get more exposure in the lawyer’s community.

The professional service blog is going to challenge mainstream business media sources in the future as the blog has the potential to compartmentalize different professional services leaving the door open for a “portal” type engine (like Google) to combine like services.

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