What's the story behind your firm's thought leadership?

In their blog posts, alerts, articles, videos, podcasts and other content, are your firm's authors telling the story of themselves ("I am a good tax/IP/real estate attorney!") or the story of your clients ("You have a tax/IP/real estate problem that we can help solve ... and here's how")?

The answer to this question can make the difference between content that directly helps to grow business and – well, content that takes a longer path to get there.

I say this after listening to an excellent panel on storytelling and thought leadership, at the Legal Marketing Association's 2023 national conference in Florida, featuring New York-based attorney Steve Cohen, ILN Executive Director Lindsay Griffiths, my JD Supra colleague Adrian Lurssen, and moderated by marketing consultant Lynn Tellefsen-Stehle.

"This is exactly my problem and I need your help with it."

Adrian described these two approaches to thought leadership when talking about the qualities of content that actually compel readers to reach out and connect with an author for help with their issue. In other words, content that directly supports business growth.

At JD Supra we categorize the messages sent to authors and firms by readers of their content. Some fall into the bucket of media visibility (including requests for quote or comment from editors, reporters, bloggers and other members of the media). Many support branding/expertise marketing (including requests for republications, or invitations to speak on webinars or at industry conferences.) Yet others sit squarely in the business development bucket, with readers reaching out directly to express in myriad ways a version of the message: "This is exactly my problem and I need your help with it." We've spent a lot of time trying to understand what content in this last bucket shares in common.

"My Story" = Branding

During the LMA presentation, Adrian made the point that, by writing about the law most authors are actually focusing on the story of themselves. This is an act of credentialing, of saying: "I am a good lawyer and the way I write about these legal issues shows that to be true."

Yes, there is marketing and branding value in this sort of writing. However, this generic approach places you in a crowded field and misses out on the much sharper business development opportunities that come from making a very real connection with someone looking for solutions to their specific problems.

"Your Story" = Business Development

I've quoted Adrian before for saying "don't write about the law, write about how the law impacts the people you serve." There is a critical difference between these two approaches and it has everything to do with the point: focus on the people.

As Adrian said during the conference, after looking at the volumes of content on JD Supra that have driven business development activities, we see some shared characteristics.

Authors who write thought leadership that directly supports business growth appear to have asked (and answered) a series of critical questions about themselves and their role in the lives of the people they serve. Their answers are specific, explicit, and often the focus of their writing:

• what can I help my clients with?
• what do I know and for whom does it matter?
• is there a change in the law/the business landscape? Whom does it impact? In what way can I assist with this?

Some authors think they are following this path in their writing, but actually are not. Not quite. Adrian's example: writing about immigration issues. As he suggested, most marketers with an immigration blog in their firm are likely familiar with the numerous messages they receive from individuals who will never become clients. Such readers come upon a generic post about H1-B visa caps and reach out for help: they are individuals looking for a solution you don't provide. The problem: your content adressed H1-B visas but did not frame issues and solutions specifically for HR executives and HR managers, or the types of readers who are, in fact, in a position to become clients.

There is a difference and it matters.