Be the Expert: Why Lawyers Should Use Thought Leadership to Attract Clients

Share your expertise, build trust, and attract clients through insightful thought leadership content.

6 min read

Creating thought leadership articles is a powerful way to establish yourself as an expert in your field. By consistently providing valuable insights and staying ahead of industry trends, you can build a reputation that attracts clients and opens new business opportunities. Discover further how you can break down and maximise the impact of a thought leadership article.

Who?

The primary audience for your thought leadership articles will mainly include your current clients, potential clients, and industry peers. The goal is to give them a taste of your expertise by providing insightful and relevant information. This then positions you as their go-to resource when they need further detailed advice on legal matters. By keeping your name at the forefront of their minds, when they face complex issues, they’ll remember you as the expert to call. Ta-dah! One new client, and perhaps many more to come.

Your article should target decision-makers within businesses who can benefit from your expertise. For example, you may focus on general counsel, business owners, or department heads who deal with navigating legal changes or strategic decisions within their industries. By addressing their concerns and providing them with value upfront, you’re building a rapport that may lead to future collaboration.

What?

The content of your article should focus on anything new, relevant, or of interest to your target audience. This could include legislative changes, regulatory updates, industry trends, or best practices that affect may their business. Consider the following questions while developing your content:

• What major issues are your clients are currently facing?
• What do they need to know to stay compliant and competitive in their industry?
• Can you provide insights into emerging trends, new jurisdictional laws, or changes in legislation that could impact their operations?

By putting yourself in your clients’ shoes, you can craft an article that informs them and anticipates their needs. This makes your article not just informational, but practical and actionable. Thought leadership isn’t only about showcasing your knowledge – it’s also about helping your audience solve problems and stay ahead of the curve.

Where?

Publishing your article on multiple platforms will maximise its reach. Start by posting it on your website, ensuring that it’s prominently displayed in the resources section where visitors can easily find it. However, don’t stop there. Here are several additional ways to promote your thought leadership:

• LinkedIn: Share your article with your LinkedIn network. This can include a post with a direct link or a summary of the key insights, which encourages your connections to read and engage with the full article.
• Newsletters: If you have a mailing list, send the article directly to your subscribers. Tailor your message to let them know why this piece of content is relevant to their needs and encourage them to share it with others who might find it useful.
• Direct Client Communication: When speaking with clients, mention the article and offer to send them the link. This demonstrates that you’re proactive in addressing their concerns and providing them with valuable information.
• Other Channels: Depending on your industry, you might consider submitting your article to relevant industry publications, forums, or even trade journals for wider visibility.

By distributing the article across various platforms, you increase its potential reach and position yourself as an authority not only to your existing clients but also to new, prospective clients who may discover your content.

When?

Timing is important when it comes to publishing a thought leadership article. The ideal time is when there is a significant development in your area of expertise, such as new legislation, a regulatory change, or an emerging trend that could affect your clients. You want to provide your audience with timely, relevant information that helps them navigate these changes.

For instance, as soon as a new law is passed or a regulation is updated, that’s your cue to act. Clients need to know how these changes will impact their business, and more importantly, how they should respond. The quicker you can get this information into their hands, the more likely they are to see you as the go-to expert who stays on top of things. This positions you as a thought leader who is both responsive and in tune with the latest industry developments.

Being timely also helps you stay ahead of your competitors. Clients will be more likely to turn to you if you’re consistently first to provide the critical insights they need.

Why?

Writing thought leadership articles provides several key benefits:

1. Establishes Authority: By regularly sharing your expertise, you demonstrate that you are knowledgeable and well-versed in your field. This positions you as a trusted authority in the eyes of your clients and peers.
2. Builds Client Trust: Clients are more likely to work with someone they view as an expert. By providing valuable information and insights upfront, you establish trust before they even pick up the phone.
3. Generates Leads: Thought leadership content can attract new clients who are searching for solutions or guidance in your area of expertise. These articles can act as a marketing tool to bring in potential clients who resonate with the insights you’re offering.
4. Enhances Visibility: The more you publish, the more visible you become. Consistently posting on platforms like LinkedIn or in industry newsletters keeps you top of mind for clients, prospects, and even potential collaborators.
5. Repurposes Content: A well-crafted thought leadership article can be repurposed in many formats. You can use the same content for LinkedIn posts, blog posts, conference presentations, or webinars. This extends the lifespan and reach of your content, giving you more return on the time invested in writing it.

In short, thought leadership articles help you stay visible, trusted, and top of mind for both current and future clients. By positioning yourself as a source of relevant and timely information, you not only serve your clients better but also increase your chances of attracting new business.

To conclude, thought leadership is not just about sharing knowledge, it’s about creating long-term relationships and establishing yourself as the go-to expert for your clients’ needs. And today, thought leadership is more important than ever. Clients are not just looking for a lawyer – they want an expert who can provide clarity on complex issues, anticipate industry changes, and guide them through evolving regulations. The opportunity to influence and attract clients is in your hands.

Don’t wait for the perfect moment or topic, start writing today. Whether it’s an update on new legislation, commentary on a recent case, or practical advice for businesses, your knowledge and thoughts are valuable. So, get pen to paper (or fingers to keyboard) and create something thoughtful and insightful. The sooner you begin, the sooner you’ll strengthen your reputation as a trusted advisor, and the more your expertise will stand out in a crowded marketplace. Thought leadership isn’t just an option, it’s a necessity for lawyers who want to lead the conversation.