Rule #1 (aka the Golden Rule of Legal Blogging): The MORE content the BETTER.
Most marketers will rephrase this rule using the catchy slogan “Content is King.” The principle is the same. Truly maximizing the effectiveness of the blog requires consistently adding new content. What do we mean by consistent content? Every day. If possible, several times a time. If you can’t manage that, then every other day. If that is too much, then every third day. You get the point. There is simply no alternative to new, quality material being added to your blog frequently.
Rule #2: (aka the corollary to the Golden Rule of Legal Blogging): Do NOT give up after a month.
Just as wisdom comes with age, blog effectiveness grows with time. Canceling a blogging effort a month (or three) is like giving up on a cross country trip the first time you have to stop to re-fuel the car. Blogging works by building up an audience over time, creating a stockpile of worthwhile links, and developing authority in a certain area. To be sure, there are many immediate benefits (like the improvement in overall firm perception), but the most worthwhile blog benefits simply take time to mature. If you want to harness the effectiveness of the blog, commit the time and well as the resources. There are no shortcuts.
Taken in combination with the Rule #1, these first two principles are the core of the effort: Blog as MUCH as possible for as LONG as possible.