Blogging is a mature medium. As long form it takes time versus short form like Twitter. The space is glutted. And the big brandnames like Gawker and Business Insider dominate.
We know all that. But we also know that a well-done sustained blog can be an effective and cost-efficient branding tool. In addition, the research and original thinking it requires forces us to become more proficient in the subject matter.
I am convinced that my legal blog Law and More played a major role in my hooking a nice-sized fish. Monday I start a job developing content for a legal ecommerce firm. Unlike Yahoo, this operation allows telecommuting so I will be in Manhattan only about once a week.
In existence since 2006, the legal blog demonstrated the ability to stick with something that was demanding. It was also about legal matters. By posting several times a day for seven years I had to keep up with legal developments and to keep audiences interested I had to come up with unique angles on material everyone else had access to. As I told my new employer during the interview, blogging made me both a better thinker and a better marketer.
Of course, there are many other ways to enhance our ability to attract work. Blogging is just one. But for those able to make a commitment to this medium, there's no telling what competitive advantages could develop. For the position I start Monday I was up against professionals in their late 20s and early 30s. I wonder how many of them had been investing themselves in blogging.
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