But for a legal blog to achieve those objectives mandates "doing it right." What doing it right entails changes with the times.
Currently, the demand is for how-to articles. Those might focus on how to create a la carte services to accommodate the growing number of pro se clients who eventually hit a wall. They come to lawyers needing only X and Z, not the traditional full menu. That could be B2B and/or B2C.
Or it could be a how-to on identifying if there had been malpractice in the Emergency Room for a stroke. That also could be B2B and/or B2C.
Less "marketable" is the commentary kind of blog post. Leave that to the official thought leaders. They are being paid to opine. That's their brand. That won't get hands-on players in professional services too much in these pragmatic times. After all, the Q3 2014 GDP growth was 5%. The focus is on making hay while the sun shines.