Be provocative; be funny; be distinctive. Perhaps most importantly, don't be staid. A blog written by a committee of starched-shirt, bureaucratic lawyers might proclaim: "Our firm has the utmost respect for our learned adversaries, whose experience in complex, multi-jurisdiction litigation nearly matches our own." We'd write: "Those clowns couldn't spell ‘FDA' if you spotted ‘em two letters." We might not have much institutional gravitas, but we sure as heck have readers.
See the WSJ article for a link to Herrmann's pointers.