Some people have misconceptions about thought leadership ghostwriting. Let’s debunk the four most prevalent ones.
When you’re marketing a product or service that’s in a new or different category, misconceptions often...more
Thought leadership is a marketing and business development asset whose value compounds over time by growing your network, supporting your business development efforts, and building trust with your audience....more
Don’t overthink thought leadership. Two simple words describe why it works—and should guide your thought leadership strategy and execution.
At bottom, thought leadership is about two words: perceived authority.
Thought...more
In this video, Wayne Pollock (Founder of Copo Strategies and the Law Firm Editorial Service) explains why conventional wisdom might be wrong about lawyers having to speak at industry events and conferences to build their...more
In this video, Wayne Pollock (Founder of Copo Strategies and the Law Firm Editorial Service) explains how thought leadership marketing and business development content can grease law firms' and lawyers' business development...more
Consistently publishing thought leadership can help attorneys pave a path straight to the stage at an industry conference.
Thought leadership is a Swiss Army knife for attorneys and their law firms. It’s a marketing and...more
Converting webinars into thought leadership articles people will read requires more than simply polishing and publishing a webinar’s transcript.
Today, webinars are still important marketing and business development tools...more
5/9/2024
/ Business Development ,
Content Marketing ,
Content Publishing ,
Content Strategy ,
Law Firm Associates ,
Law Firm Partners ,
Marketing ,
Marketing Perspectives ,
Professional Networking ,
Thought Leadership ,
Webinars
Connect with your clients (and referral sources) by using their industries’ jargon in your thought leadership marketing.
When it comes to attorneys’ content marketing and thought leadership marketing efforts, their...more
Advocating for your clients through your thought leadership is a savvy way to bring about change your clients want to see, while solidifying you in the eyes of those clients as the go-to attorney for their legal or business...more
Co-authoring thought leadership is a strategic way to strengthen your relationships with those people you think could help you build your practice and book of business.
I am constantly pushing the attorneys I ghostwrite...more
At industry conferences, look past the main stage for sources of thought leadership inspiration.
When attorneys attend industry conferences, it is not unusual for them to draw inspiration for future thought leadership...more
A catchy title, compelling introductory paragraph(s), and substantive subheadings are the surefire way to get people to read your thought leadership content.
As you yourself have surely noticed, we are all way too busy today...more
1/10/2024
/ Business Development ,
Content Marketing ,
Content Publishing ,
Content Strategy ,
Law Firm Associates ,
Law Firm Partners ,
Marketing ,
Marketing Perspectives ,
Professional Networking ,
Thought Leadership ,
Young Lawyers
Personal LinkedIn posts have a place, but if your ratio of personal posts to professional posts gets out of whack, you will damage your professional brand.
Let’s talk about a problem I’m seeing with LinkedIn posts these...more
11/28/2023
/ Business Development ,
Content Strategy ,
Law Firm Associates ,
Law Firm Partners ,
LinkedIn ,
Marketing ,
Marketing Perspectives ,
Online Platforms ,
Professional Networking ,
Professional Services Companies ,
Social Media
[Want to listen to this episode on Apple Podcasts, Spotify, or Amazon? Use these links to do...more
The law firms that consistently publish thought leadership can gain a recruiting advantage over their competitors that do not.
We like to think about thought leadership as a core marketing and business development tool for...more
8/24/2023
/ Business Development ,
Client Referrals ,
Content Marketing ,
Content Publishing ,
Content Strategy ,
Law Practice Management ,
Marketing ,
Marketing Perspectives ,
Professional Development ,
Professional Networking ,
Thought Leadership
If you’re contemplating expanding, niching, or otherwise changing your legal practice, craft thought leadership content that leads the way.
While promoting his October 1977 album “Heroes,” the late David Bowie said,...more
8/10/2023
/ Business Development ,
Client Referrals ,
Client Services ,
Content Marketing ,
Content Publishing ,
Content Strategy ,
Law Practice Management ,
Marketing ,
Marketing Perspectives ,
Professional Development ,
Professional Networking ,
Thought Leadership
Viral content is sexy. But content that is calibrated to appeal to your target audiences is how you pay the bills.
There are some attorneys out there who get bummed whenever their content, like their posts on social media,...more
Lawyers should consider working with a ghostwriter when they appreciate the role content plays in their marketing, have a niche or target audience, do not have the time to write thought leadership content, and do not enjoy...more
6/26/2023
/ Business Development ,
Content Marketing ,
Content Publishing ,
Content Strategy ,
Law Firm Associates ,
Law Firm Partners ,
Law Practice Management ,
Marketing ,
Marketing Perspectives ,
Professional Development ,
Professional Networking ,
Thought Leadership
The content arms race among lawyers and law firms isn’t going anywhere anytime soon. Here’s how to stay ahead of the pack.
Today, there is a fair amount of would-be buyers of legal services and would-be referral sources...more
6/13/2023
/ Business Development ,
Client Referrals ,
Client Services ,
Competition ,
Content Marketing ,
Content Publishing ,
Content Strategy ,
Digital Media ,
Digital Services ,
Law Practice Management ,
Marketing ,
Marketing Perspectives ,
Professional Networking ,
Thought Leadership
If you think your content is only competing with your competitors’ content for your clients’ and referral sources’ attention, you don’t understand the game.
Lawyers and law firms often forget that their content, including...more
5/31/2023
/ Business Development ,
Client Referrals ,
Client Services ,
Content Marketing ,
Content Publishing ,
Content Strategy ,
Law Practice Management ,
Marketing ,
Marketing Perspectives ,
Professional Development ,
Professional Networking ,
Thought Leadership
Your thought leadership content is a potent marketing and business development tool because it allows clients and referral sources to sample what a working relationship with you might look like....more
As of today, science has not been able to successfully clone human beings. It certainly cannot yet clone humans in adult form. There’s no way to copy and paste us so that we can be in multiple places at once. Today, we can...more
Consistent content creation complements your face-to-face business development efforts by showing you are qualified to serve your clients -
Some attorneys are uncertain about the relationship between their content...more
The data you glean from your referrals and referral sources is the key to increasing your referrals and growing your law firm.
Do you know who referred you the most potential new clients over the past year or two?...more
Are you and your law firm running conflicts checks on your and your colleagues’ thought-leadership marketing content? Yes, really, I am talking about running conflicts checks on your and your colleagues’ blog posts, bylined...more
10/31/2022
/ Business Development ,
Conflicts of Interest ,
Content Marketing ,
Content Publishing ,
Content Strategy ,
Marketing Perspectives ,
Professional Development ,
Professional Networking ,
Rules of Professional Conduct ,
Strategic Planning ,
Thought Leadership