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Let’s review. When we launched The Thought Leadership Project podcast one year ago, Jay Harrington and I kicked off of our very first episode discussing the importance of targeting a narrowly defined niche. This was no accident. We really do believe that it all starts there. When you narrow your audience strategically, everything becomes easier. It’s easier to find and target prospects, it’s easier to claim the mantle of specialized thought leader, and it…
We are halfway through 2020, and what a year it has been. Now is a great time to reflect and reset, and establish some goals for the second half of the year. To help you think creatively and strategically about your objectives, we have compiled five of our most popular posts from this year for your reading pleasure during a week that tends to be a bit more laid back for many lawyers and legal…
This article originally appeared on Law.com It’s often said that law firm associates should treat the partners they work with as they do the clients they work for. Call it the “golden rule” for advancing in a law firm. The problem with this advice is that there will always be an imbalance of power between client and lawyer—clients are always in control of the relationship, although their level of control varies depending on how interchangeable…
This article originally appeared on Attorney at Work Last summer, I decided to give fly-fishing a try as a new hobby. I bought some equipment, watched some YouTube videos, and practiced casting in my backyard. Didn’t seem so bad. I felt ready to hit the river. But then I dug a little deeper. I quickly came to realize that success would require an intimate understanding of what fly (bait) to use while fishing. And to…
This article originally appeared on JD Supra The purpose of creating thought-leadership content is to provide answers, make sense of complex information, and chart a future course for a reader, viewer, or listener. By consistently generating high-quality content, and publishing it to the right audiences, a lawyer will generate awareness, build trust, and develop new business opportunities. Many lawyers don’t realize these benefits, however, because they’re concerned about giving their ideas away. When they do…
This article originally appeared on Attorney at Work According to a study from the ABA Commission on Lawyer Assistance Programs, 28%, 19% and 23% of lawyers experience symptoms of depression, anxiety and stress, respectively. For anyone who works in the legal profession, that should come as no surprise. Too Many Lawyers Are Unhappy But what to do about it? The most obvious answer — throw more money at the problem — hasn’t worked. Lawyer compensation…
In conversations with lawyers and legal marketers on the topic of thought leadership, there often arises a need to make clear distinctions between thought-leadership marketing and other forms of content marketing. As an agency, we firmly believe that thought-leadership content is the most effective form of content marketing for attorneys, as lawyers get sought out and hired for their expertise, and that expertise needs to be consistently available and discoverable if the content creator is…
This article originally appeared on JD Supra If a tree falls in the forest, and no one is there to hear it, does it make a sound? If a lawyer writes an article, and no one reads it, is it thought leadership? In either case, maybe. But practically speaking, the label is far less relevant than the result? When it comes to creating content, it doesn’t matter how smart, clever, or well-crafted an article is…
This article originally appeared on JD Supra. With nearly every professional in every line of work challenged with forecasting what each industry will look like in our new collective futures post-COVID-19, it’s only natural to look ahead to project what the future of legal marketing might be. Certainly, the near term will see limitations on many traditional forms of marketing that rely on human interaction, such as networking events, conventions and one-to-one meetings over…
This article originally appeared on JD Supra The COVID-19 pandemic hasn’t “changed everything.” It has ushered in change, of course, but more than anything it has deepened and accelerated existing trends. In the legal industry, in relation to marketing and business development, COVID-19 has put the ongoing digital marketing transformation on the fast-track. Clients are increasingly discovering and vetting lawyers online—indeed, they have no other choice at the moment. Consumption of thought-leadership content through written…