New Marketing Idea: Sponsor Someone Else's Blog

Lazy law firms can now avoid the bother of writing, building an audience and risks of creating their own blogs, while getting some of the benefits of reaching potential clients.  That's what the global law firm Clifford Chance did when it sponsored the Conflict of Laws .Net blog.

In a statement, the 3,800-lawyer UK-based firm said, "Clifford Chance has considerable expertise and experience advising on complex conflict of laws issues, and recognises that CONFLICT OF LAWS .NET provides an invaluable resource in this area.

"The expansion of the global economy and regulation at a European and international level have increased the importance of private international law... This site plays a significant role in keeping lawyers appraised of new developments and offers a forum for exchange of ideas between practising and academic lawyers in countries whose systems of private international law share common objectives..."

Blog editor and lawyer Martin B. George is, of course, very pleased to have one of the world's leading law firms backing his blog. Neither party has revealed how much money the sponsorship cost, but it can't be more than a year's worth of banner ads.  The blog has a Google PageRank of 5, so I'm guessing the sponsorship cost $10,000 US or less.

Blogger Steve Matthews thinks it could become a trend. But I don't think so (with no disrespect to Steve). Law firms will be leery of sponsoring a blog they have no control over. Besides, it's low-impact marketing -- it's like running an advertisement next to an article in a magazine, when you could have written the article instead.

Following are the most popular legal blogs, according to  Pick the blog that fits your marketing goals, call the blogger and find out how much he wants for an exclusive sponsorship:

  1. Above the Law
  2. New York Supreme Court Criminal Term...
  3. The Indiana Law Blog (it's soliciting supporters)
  4. Sex Offender Issues
  5. Wall Street Journal Law Blog
  6. Class Action Defense Blog (written by Jeffer Mangels Butler & Marmaro, but I'll bet they'll listen to an offer).
  7. Lethal Injection
  8. How Appealing written by lawyer Howard Bashman.
  9. Biztop News on advertising law.
  10. New York Times DealBook
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Comments (3) Read through and enter the discussion with the form at the end
jen_chan, writer - November 23, 2007 3:59 PM

It amazed me how nobody ever seems to run out of ideas. Or how old concepts are twisted into something new. This entry has just introduced a new marketing idea that I'm sure a lot of people will apply on their own. Sponsoring someone else's blog sure beats the hassle and burden of having to design, write and edit your own blog.

New York CLE - December 7, 2007 12:07 PM

This is a really great idea. Sponsorship opportunities are all over the web, all you have to do is find them. It makes so much sense from a marketing point of view and can be a great boost to an SEO campaign.

Moneelendasow - May 6, 2008 1:28 AM

It is better to give than to lend, and it costs about the same.


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