We're happy to announce that American Lawyer Media has published our article on team-authored law blogs in the August 2010 issue of Marketing the Law Firm: http://bit.ly/TeamAuthoredBlog.
A key point of the article is that many lawyers needlessly shy away from blogging because they are concerned about the time commitment required to publish regularly. The solution is to adopt a "team" approach to blogging under which several attorneys in a practice area collaborate on a blog according to a publication schedule overseen by an editor. This lessens the burden on individual attorneys while still allowing a practice group to secure the benefits of blogging in terms of thought leadership and search engine and media visibility.
Some of our own clients that have successfully adopted this approach include: Farella Braun + Martel with their insurance coverage blog; Pomerantz Haudek Grossman & Gross with their PomTalk blog for institutional investors; and Meyers Nave with their Public Law News public agency blog.
Of course, the "team-authored" approach will only work at mid- to large-size firms where there are several attorneys working in a particular practice area that lends itself to blogging. Busy solos and small firms may still need to turn to a law blog ghostwriter.