Doing some research on ChatGPT to formulate LexBlog’s new testing on the effectiveness of a blog—leveraging AI for that test, no less—I ran across “Thought Leadership: The #1 Driver of Growth and Value Creation in Professional Services” by Jason Mlicki.

Mlicki emphasizes the critical role of thought leadership in distinguishing professional service firms and driving sustained growth.

Distinguishing thought leadership from content marketing: Mlicki’s take – while both thought leadership and content marketing involve sharing knowledge, they serve different purposes:

  • Content Marketing: This approach is tactical, managed by the marketing team, and focuses on increasing visibility through straightforward content such as how-to guides and market updates. 
  • Thought Leadership: This strategy delves deeper, aiming to:
    • Address complex problems with innovative solutions.
    • Present a unique perspective that differentiates the firm in the marketplace.
    • Reflect the firm’s core values and worldview, influencing all aspects of the business, from culture to service delivery.
    • Involve senior leaders directly, ensuring credibility and depth in the insights shared.
    • Be grounded in original research, offering clients evidence-based insights that competitors may not provide.

Embracing thought leadership addresses a couple of big challenges professional services firms have, per Mlicki.

  • Differentiation: Firms struggle to stand out, as they often draw from the same talent pools and utilize similar methodologies.
  • Client Acquisition: Reaching and engaging potential clients has become more complex due to fragmented attention spans and evolving information-seeking behaviors. 

By embracing thought leadership, firms can effectively address these challenges, positioning themselves as authoritative voices in their fields and fostering deeper connections with clients.

LexBlog has been all over thought leadership since the start. I don’t believe the term “content marketing” had been coined in 2004.

Thought leadership is more than content production. It’s about sharing unique insights and contributing meaningfully to advancing a niche area of the law, where trust, credibility, and expertise are paramount. 

Unlike content marketing, which often focuses on generating visibility and leads through tactical outputs, thought leadership embodies deeper, purpose-driven engagement.

For LexBlog, it would be easy to distribute content, but our obligation extends to helping lawyers share their expertise in a way that is authentic, niche-focused, and impactful. It’s not just about the content—it’s about building a name, reputation, and genuine trust within their legal communities. 

Focusing on content marketing alone, as a law firm, while useful for SEO or lead generation, often risks diluting authenticity. Larger law firms tend not to get their clients on SEO or lead generation.

Thought leadership, on the other hand, writing with an eugenic voice, engaging your audience, sharing where the law is headed, building personal trust, solving problems, and more.

It invites lawyers to think critically about their niche, share their unique perspectives, and position themselves as leaders in their areas of law.

The legal industry mirrors the challenges mentioned in Jason Mlicki’s article, particularly in terms of differentiation. For many lawyers and firms, thought leadership is a way to stand out—not just as competent professionals but as visionaries who shape legal discourse.

The lawyers who expressed thought leadership through legal blogging have established national and international reputations. A law firm asset far beyond those lawyers who have put their name on content distributed by the law firm.

Don’t get me wrong. I am not saying content marketing should go away. It refines and elevates it.

Per Mlicki’s logic, lawyers who blog thoughtfully are not just creating content; they’re building reputations, advancing the law, and contributing to their fields in meaningful ways.