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.