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Many abilities are important to the success of an attorney’s thought leadership efforts. But the best ability an attorney can have regarding thought leadership is availability. There’s a saying in sports that the best...more
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
Effective referral marketing content for plaintiffs’ firms does more than tout gaudy numbers. When plaintiffs’ attorneys and their firms publish content—including thought leadership content—aimed at their referral sources...more
Law firms should use educational email campaigns to nurture “tire kickers,” a.k.a. prospective clients, to convert them into clients. Some lawyers get frustrated by “tire kickers,” a.k.a. prospective clients who are not...more
Keeping your thought leadership short gives you more opportunities to get in front of your target audiences while still allowing you to show off your knowledge and wisdom. Lawyers and other professional services providers...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
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
In this emerging era of artificial intelligence and AI-generated content, credible thought leadership content will be authoritative thought leadership content. It’s becoming easier and easier to create content these days,...more
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
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
Despite what anyone might tell you, sweat the small stuff when it comes to the accuracy of the content you create. I recently heard on a podcast what might have been the worst legal content marketing advice I ever heard. ...more
When writing thought-leadership content regarding developments in the law, attorneys should prioritize value and substance over speed. When attorneys decide to write a blog post, bylined article, or client alert regarding...more
Thought leadership is as much a client and referrer retention tool as it is a marketing and business development tool. Promote your clients and referral sources by inviting them to share the stage with you....more
What better way to show your clients and referrals sources that you are an authority regarding the area of law you practice or the industry you serve than to share your thoughts looking back at the previous year and looking...more
Like streaming services and professional content creators, law firms can create bingeable thought leadership content that wins over clients and referral sources. When I say bingeable content, I know the first thing you think...more
Contrary to what many lawyers and in-house legal marketers believe, thought leadership is a process, not a product. A process-driven thought leadership program is a successful thought leadership program....more
Use your conversations and your matters as inspiration for your legal thought-leadership marketing and business development content....more
If you are like most lawyers, you are familiar with thought leadership as a form of marketing. It is a classic marketing technique lawyers have been using for decades. It follows a simple, logical path: “If I write or...more
If you’ve read any of my blog posts or you’ve watched any of my videos, you know I am bullish on thought-leadership marketing and content marketing for lawyers and law firms. Most lawyers and law firms that engage in content...more
Lawyers stand to gain more from their thought leadership marketing efforts than simply reaching external audiences like clients and referral sources....more
Lawyers should strategically use content to signal to clients and referral sources the kinds of legal matters they want to handle - 2022 marks the 90-year anniversary of baseball legend Babe Ruth’s called shot, an act that...more