Law: 27% of in-house lawyers use blogs to decide which outside lawyers to hire.

Here’s another one for the lawyers in the house. Adding to the increasing stack of anecdote and research that blogging is a key marketing tool for law firms, comes this study:

ALM Legal Intelligence Group, in association with the Zeugheiser Group released early this week the result of a survey it recently conducted which will lead you to obvious conclusions: 27% of in-house lawyers used blogs posted by lawyers on relevant topics as the “most important” tool in researching for outside counsel for a particular engagement.

This resonates across types of businesses — other people want to refer work to thought leaders and blogging is a key means to establish thought leadership. Blogging drives referrals. Full stop.

via Blog, blog, blog: Take advantage of the fact that 27% of in-house lawyers use blogs as their most important tool in researching and identifying outside lawyers to hire. « Kowalski & Associates Blog.