As law firms, even the leaders, come under increasing pressure to differentiate themselves, the site Real Lawyers have blogs suggest that blogging can be a crucial differentiator.  Author Kevin O'Keefe addresses himself to law firms and says on the site: 'Publishing a blog on a niche area of the law or niche within an industry will get you noticed by general counsel. Of course your blog is going to need to offer frank and authentic insight and commentary, as opposed to merely legal summaries. Give general counsel an opportunity to get to know you.' He continues to say that 'blogs are widely read and relied upon by in-house counsel'.

Commercial knowledge

His comments tune in with a trend among law firms to demonstrate commercial knowledge of the sectors they work in. Writing a blog is a manifestation of the in-depth knowledge that such law firms lay claim to, especially if done quickly in response to events.