The Lawyer’s Guide to Thought Leadership | Good2bSocial media

[author: Noreen Fishman]

You might wonder if it is necessary to be considered an expert in your industry. The thing is, great lawyers tend to be great thought leaders too. Being a thought leader is especially important for lawyers because being seen as a credible source of knowledge is a key differentiator. Keep reading to learn more about attorney thought leadership and how to use it to reach potential clients.

Lawyer Thought Leadership

What is Thought Leadership?

The term “thought leadership” refers to a type of content marketing used to build the credibility of individuals or leaders within a company. The overall goal of thought leadership is to become recognized as an expert in your field. You want to be seen as the go-to resource in your industry. In order to become thought leaders, successful lawyers must focus on creating and promoting valuable informational content and becoming active in the communities associated with their industries. One of the main channels for doing this is social media.

Thought leadership is most effective if you can position yourself as a resource that can provide value and guidance to your audience. Then, when someone seeks legal services in the future, they will turn to you first. They will already trust you and see you as knowledgeable, so you will be front and center when they need the services you offer.

Best Practices for Lawyer Thought Leadership

Before you jump into creating thought leadership, consider the following:

1. Research your audience (and keep learning more about them)

Compelling thought leadership starts with your customer personas. What motivates your audience? What are their main challenges? What questions are they likely to ask throughout the process? Conduct research through your digital channels, conduct customer interviews, talk to your sales team about their experiences, and more. Be sure to evaluate this information over time, as it may change. Do the questions you are usually asked change from year to year? You’ll need to know what’s changing so you can process the most accurate and relevant information.

2. Interact on social networks

Social media can be a powerful channel for building your brand and credibility as a lawyer. It’s important to be active and engage with your industry’s communities online. Engage in relevant conversations about industry events, updates, and trends. Once you’ve been active in online groups, you can promote your own thought leadership more organically.

3. Create a variety of content and post it to multiple channels

Thought leadership for lawyers involves more than just posting to your blog. This requires being active on social media, guest posting on other sites, and speaking at events, podcasts, etc. Mix things up with owned media and outside media sources. Aim to have a mix of writings, video, and audio content that you can publish and promote through different channels. Your goal is to have thought leadership available wherever your audience might be.

4. Learn what your competitors are doingusing competitive analysis for attorney thought leadership

There are likely lawyers in your space who are already considered thought leaders. Review their content, see what they’re up to, and note things like how often they post. Don’t copy, but don’t be afraid to inspire yourself. Likewise, if you see any gaps, these topics could be good areas to explore with your own content.

5. Develop Truly Valuable Content

If you follow our blog, then you know this is a principle we talk about a lot. In order to show that you’re an expert, you need to produce content that intelligently addresses the specific issues that matter to your audience. Focus on exploring one area at a time and dig deeper into the topic to provide real insights.

6. Be authentic

Remember that overly promotional content will never really connect with your audience. Also, if you’re creating content for the sole purpose of marketing, you’re likely going to annoy your audience. Focus on providing authentic content and an organic reflection of you as a lawyer and services. You also need to make sure your content makes sense to readers, offers a real perspective, and is backed by research that can help your audience form an opinion.

Thought leadership strategy

There are many forms of attorney thought leadership, ranging from public speaking opportunities to blogs to e-books. Tactics such as events and conferences, webinars, blogs, podcasts, e-books, videos, guest posts, social media posts, and social media engagement all fall under leadership enlightened. So how do you know what’s best for you as a lawyer?

You will need to rely on a combination of keyword research and industry research. If you’ve taken the time to research your audience, you’ll have a good idea of ​​what people are asking for. You can also view relevant industry news. Is there something urgent happening that people are likely to be looking for? Each of these areas is a good starting point for creating new content. Plus, articles with how-tos, tips, and best practices are always helpful.

Once you’ve thought about the format and type of content you want to produce, you can spend more time developing a strategy.

1. Select SMART Goalssmart goals for lawyer thought leadership

These are specific, measurable, achievable, relevant and timely goals. As you begin your thought leadership work, think about what you hope to accomplish.

2. Come up with content ideas

Review your personas and think about how your content is focused on what these people want to know. What are they looking for and what are they asking for? Brainstorm content ideas that answer all of these questions. Remember that starting with a brainstorm means there are no bad ideas – you can narrow them down as you go.

3. Analyze the competition

Understanding where your audience is currently turning for information is an important step. Look for gaps so you can address topics that other lawyers don’t.

4. Create and promote your content

Once you’ve created content, ask yourself if it’s easy to understand and share. Does your personality and point of view come through clearly? Consider where you will publish each article and how to promote new content organically.

(For more on social media promotion, check out this eBook: Advanced Social Media Strategies for Law Firms.)

5. Track results

In order to know if you are meeting your SMART goals, you need to measure performance. Figure out what tools you’ll use to track metrics, then be sure to regularly report on those items so you can review performance over time (and optimize for the future).

Take away:

Thought leadership is a wonderful strategy for building your brand as a lawyer and acquiring new clients. Proving your expertise while reaching a wider audience and nurturing relationships are key benefits of attorney thought leadership. Do your research, follow the best practices we’ve listed here, then use the five steps to develop a strategy you can stick to.

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