Lexblog is the big player in providing blogs for law firms and lawyers. Lexblog is a good example of taking a broad generic product category (blogs), wrapping a suite of services around them (niche content and SEO services), and going vertical to a specific market segment (lawyers).
The same formula can be applied to other products and to other verticals. You just need to know your vertical inside and out, which services they need, and how to tailor the offering specifically to suit your vertical. And of course you have to understand how to market to the particular vertical industry.
Vertical plays often are started by an insider … someone from that vertical industry. A case in point is Kevin O’Keefe, the Founder and President of Lexblog. He is a former trial lawyer who started Lexblog four years ago. From trial lawyer to online software-as-service provider … quite a transition.
I was interviewed at Kevin’s blog at Lexblog. The interview talks about how I got started using blogs and the benefits of using blogs if you are a professional or small business (as many law firms are).
One of the points we cover is about using blogs to establish a reputation as an expert. The great thing about blogging is that establishing yourself as an expert is something within your control. There are no gatekeepers to say whether you are an expert or whether you will be permitted to join the “club” of experts. It’s totally up to you … and how good a job you do at expressing your thoughts and ideas, and connecting with your community. That’s one of the benefits that blogs can bring to lawyers or any professional.