A lot of companies have jumped on the blogging bandwagon recently, as it has become apparent that this is an effective way to reach customers and boost search engine results.

Just having a blog doesn’t make it a winner, however.

Here’s an excerpt from a terrific piece about what does make a blog a winner, taken from Wise Law Blog’s nominees for the legal blog awards. If you are planning to start a blog or considering improvements to your current blog, pay attention to this. It is gold:

…For me, however, some bloggers stand out from the crowd. In addition to case reports, legislative updates and academic legal content, they deliver something more.

Personality.

They are humans with temperaments, thoughts, questions and opinions.

Among my favourites, some are brilliant, some are cutting edge, and some are brusque and abrasive enough that I’m pretty sure we’d all hate to be cross-examined by them. Others are good, old-fashioned storytellers. Some are obviously genuinely excited by their subject matter.

And of course, there is the “philosopher gang” that toys with crystal balls to deliver ever-refreshing prophesy on the bleak future of our legal profession. I sometimes laugh to myself about their certainty as to the many ways the sky is about to fall.

The article is well worth the read from top to bottom, as these ideas about character are explored in a genuine and detailed manner with each individual nomination.

More importantly, however, the article presents a great example of the personality that it applauds.