If you want your thought leadership to continue to be relevant, valuable, and compelling for years after you first publish it, draft it in a way that makes it nonperishable.
It’s tempting to craft thought leadership that chases eyeballs and racks up large numbers of followers and subscribers. But if your content isn’t winning over your target audience’s hearts and minds, it won’t help you build your legal practice or prominence.
Thought leadership should be a key piece of your law firm’s efforts to retain clients and referral sources.
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 forward to the next?
Consistent, prolific content creation can provide lawyers more—and better—opportunities to build their prominence and their books of business than speaking at industry events can.
A consistent, calibrated thought leadership program could do the heavy lifting for your business development efforts, getting you 90% of the way there in terms of showing a prospective client you and your firm are the right choice for them.
Like streaming services and professional content creators, law firms can create bingeable thought leadership content that wins over clients and referral sources.
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.
Calibrate these five aspects of your thought-leadership marketing and business development content to avoid a one-sided relationship with your target audience.
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