Gesmer Updegrove: lawyers that "get it"

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How about this for the wise minority? In a conversation with Lee Gesmer at Gesmer Updegrove, LLP, the firm partner noted that there are only 2,000 law blogs registered nationwide. Considering there are somewhere in the vicinity of 700,000 lawyers in the country, that’s a paltry showing. Of course, attorneys have a particular sensitivity to casually going on record, so perhaps it makes sense…but just as the CPA blog landscape is growing, I’d expect the legal environment to adapt as well.

On that note, it’s worth highlighting Gesmer Updegrove for its online communications — in addition to its regular website, the firm maintains three separate blogs, each focused on a specific discipline. MassLawBlog is the one that initially caught my eye, as Lee nails the three key elements that make or break a blog:

1. The expertise is solid and relevant to timely information
2. The writing showcases a real sense of personality, and
3. Posts are added with outstanding frequency.

Lee told me that keeping up the with the blog is easy enough as he’s a “writer at heart,” but even more telling is that he’s a self-described “information addict.” Time is at a premium for professional services providers, and being infused with those two attributes makes blogging a natural fit.

But why, right?

Allow me to field that one. I may be biased, but I have a firm belief that a coordinated thought leadership campaign carves out competitive advantage with any combination of white papers, published articles, press commentary, blogs and podcasts. I’ve said such efforts build trust and attract business, and I’m in no way ashamed that I continue to be damn right.

Lee supports the notion. He and his business partner, Andrew Updegrove, have made a habit of putting their thoughts in the public domain; the results are clients who are impressed and calls from around the country from prospects looking to tap their expertise.

The firm’s three blogs are worth a look as excellent case studies:

http://www.masslawblog.com
http://www.opensourcelegal.org
http://www.datasecuritylegal.org

A closing note…Lee also mentioned that his firm shies away from massive advertising budgets, believing their thought leadership approach to be extremely effective. It makes one wonder why the trend isn’t yet more widespread. Where is the risk?

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