These are the six ways thought leadership will support your firm's strategic plan
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Treat thought leadership like the compounding asset it is
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Want to use a positioning cheat code? Try "early bird" thought leadership.
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Thought leadership boils down to just these two words
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You should be talking about philosophies—not just tactics—in your thought leadership
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You don’t need to have revolutionary thoughts to be successful with your thought leadership program. You simply need to consistently publish thoughts that provide guidance and insights. You might think thought leadership...more
Thought leadership content focused on your predictions for the New Year can be highly effective at positioning you favorably in the eyes of your target audience — if you avoid making these four mistakes when you create it. ...more
Society benefits when knowledgeable people produce thought leadership. Get off the sidelines, get in the game, and start producing thought leadership. There’s no easy way to say this, so I’m just going to come out and say...more
In this video, Wayne Pollock (Founder of Copo Strategies and the Law Firm Editorial Service) explains six ways law firms can stay out in front of their competitors' content marketing and thought leadership marketing efforts. ...more
There’s a more effective—and versatile—tool for showcasing your law firm’s successful representations than case studies. Want to effectively show off your law firm’s recent client successes? Stop writing cringe...more
There’s a ridiculously simple technique attorneys can employ to prevent opposing counsel from using their thought leadership in court papers against their clients. It’s not unusual for attorneys in certain legal practices...more
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
When an attorney previews an upcoming legal or industry development, they position themselves as a go-to resource regarding it. Most attorneys and law firms use thought leadership to establish their knowledge and authority...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
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
When you cover thought leadership topics from strategic angles, your thought leadership will more persuasively demonstrate that you have solutions to your current and prospective clients’ legal and business problems. ...more
Law firms should avoid falling into the same trap that caused the demise of almost 3,000 U.S. newspapers - According to Northwestern University, since 2005, approximately 2,886 U.S. newspapers—about a third of the...more
Thought leadership is more than a marketing and business development tool. It is a secret crisis management weapon hiding in plain sight. There is an interesting connection between thought leadership, crisis management,...more
When lawyers ask the readers of their marketing and business development content to parse legal jargon, jump through intellectual hoops, or simply wade through dense and uninteresting writing, they’ve failed....more
A sustained increase in published thought leadership can help lateral partners and practice groups avoid the unmet business generation expectations that plague so many lateral moves. There’s a lot of commentary out there...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
Don’t sleep on how timely thought leadership can position you and your colleagues as authorities on the areas of law you practice or the industries you serve. Lawyers and their law firms often view timely thought...more
When lawyers collaborate with an outside writer to help them craft and publish thought-leadership marketing content, they are making a small investment for which they could realize significant ROIs....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
Thought leadership is a long-term positioning play. Don’t worry about getting a quick ROI from it. If you are investing in thought leadership, don’t worry about getting a quick ROI from it. Thought leadership is...more
Lawyers can use bylined articles to secure media coverage for themselves regarding the topics they’re writing about - Interestingly, as the influence of the media has shrunk based on the internet and the contraction of...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 best ghostwriters don’t just write. They work with their clients to frame their ideas in ways that produce content that is relevant, valuable, and compelling to their target audiences. If you are thinking about hiring...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