When coaching lawyers, we sometimes see that they brush off opportunities to write thought leadership, whether facilitated by a firm’s marketing department, outside consultant, or industry publication. Why? Because it takes time away from billable hours.

If you’re not integrating thoughtful, impactful content into your legal practice, you’re missing out on the chance to create lasting pieces that reach the right client or prospect—whether today or years down the road.

This content helps you stay top-of-mind, and if you’re not publishing any, that’s an integral part of business development that you’re leaving on the table.

You may ask: How do I reach the right audience? What should I write about? Let's explore how lawyers can make an impact through thought leadership.

What is thought leadership?

Thought leadership goes beyond publishing for the sake of visibility—it’s the practice of sharing informed perspectives that provide value beyond routine client work. At its core, it’s about offering insights that build trust, position you as a credible source on important legal topics, and strengthen your presence in a competitive marketplace.

Whether through a client alert, blog post, or industry article, thought leadership shows that you understand the law and its real-world applications, helping clients and prospects feel confident turning to you when they need guidance.

What should I write about as an attorney?

1. Share Timely Legal Updates

When laws are passed or amended in your practice area, client alerts and blogs are quick ways to inform clients about the impact on their business. Content distributed through your firm’s email list, social media channels, or website shows you are ready to help.

Tips for effective legal updates:

  • Write in plain language clients can understand—tools like the Gunning Fog Index can help assess readability.
  • Use a clear, call-to-action headline.
  • Issue a short summary within one business day, highlighting key deadlines.
  • End with practical takeaways and next steps, including how clients can reach you.

2. Develop Evergreen Content

Not every piece needs to be tied to breaking news. Evergreen content provides answers to frequently asked questions and remains a valuable resource on your firm’s website. Producing this type of content can also contribute to search engine optimization (SEO) by addressing commonly searched legal issues and helping your firm appear in relevant search results, including through AI platforms.

Examples of this content include:

  • Guidance for businesses on protecting trade secrets and confidential information
  • Key considerations for business owners before signing contracts
  • How mediation and arbitration serve as alternatives to litigation
  • Essential steps for estate planning
  • The impact of technology and cybersecurity on legal strategy
  • By covering recurring issues, you create content that demonstrates your knowledge while encouraging clients and prospects to reach out for deeper guidance.

3. Write for Industry Publications

No matter your practice focus, industry publications provide a targeted way to reach decision-makers. These outlets—whether focused on transportation, cybersecurity, or employment law, among many other areas—offer platforms for both timely and evergreen content.

Tips for publishing in trade outlets:

  • Tie your topic to broader business issues.
  • Show that you understand both the law and the nuances of the industry.
  • Follow each outlet’s submission guidelines closely to increase your chances of acceptance.

4. Repurpose Your Content

Thought leadership doesn’t end when an article is published. You’ve already done the hard work of drafting a meaningful piece of content, so why not maximize that information? Everyone absorbs content differently.

Repurpose it to reach new audiences:

  • Turn an article into a webinar.
  • Convert a blog post into a LinkedIn carousel.
  • Record a podcast episode for professionals who prefer to listen on the go.
  • Film a video of yourself discussing the legal updates from a client alert.
  • Repurposing not only increases your impact but also maximizes the value of the time you invested.

Extend Your Impact Beyond Client Matters

Thought leadership allows you to extend the value of your legal knowledge beyond one-on-one client interactions. By writing, publishing, and repurposing content, you create resources that continue working for you long after the initial effort. This approach not only supports business development but also shows your commitment to educating and guiding your audience in a meaningful way.

*

Megan Schambach, Marketing Associate at Fractional Law Firm CMO (FLFCMO), blends strategic insights with creative execution to help law firms develop compelling content, plan engaging events, and support impactful strategic initiatives. Connect with Megan on LinkedIn.

Katelyn Pforzheimer, Communications Director at FLFCMO, leverages nearly 15 years of legal marketing experience to help law firms develop and implement strategic marketing and communications initiatives that drive brand awareness and business development. Connect with Katelyn on LinkedIn.

 

×