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.
Despite what anyone might tell you, sweat the small stuff when it comes to the accuracy of the content you create.
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.
Consistent thought leadership content creation complements your face-to-face business development efforts by showing you are qualified to serve your clients.
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.
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.
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.
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