Five rules for building trust with the audience so you can build a following
Jim Newell & Liz Lockett of Buchanan Ingersoll & Rooney on Cultivating Collaboration: Buchanan's Secrets to Success - Passle's CMO Series EP155
Thought leadership is a potent client service tool you didn't know you had
How Thought Leadership Determines Digital Success - Episode 3: Passle's CMO Series Digital Masterclass
Science can't clone you, but your thought leadership content can
Thought leadership provides air support for your business development ground game
Don't chase eyeballs with your thought leadership. Chase these two things instead.
Here's how thought leadership content greases your business development skids
Yes, your firm should create bingeable thought leadership content
Thought leadership is a process, not a product
Calibrate these five aspects of your thought leadership—or risk it failing miserably
Law Firm ILN-telligence Podcast | Episode 91: Amanda Schneider | Epstein Becker Green
Four unexpected lessons about writing that lawyers can learn from cake decorating competitions
Brenton Anderson of Dentons on Value Led BD, the Biggest Missed Opportunity for Professional Services? - Passle's CMO Series EP140
Five reasons you should be curating content if you're too busy to create content
You should be taking a stand in your thought leadership
Sheenika Gandhi of Greenberg Glusker on Reimagining Associate Training For BD Success - Passle's CMO Series Podcast
The best writers put their readers on the slide, not the monkey bars
You won't be successful with your thought leadership unless you do this
Podcast Episode 199: Responsible AI: How Marketing Leaders Should Build Governance to Ensure Effective Deployment of Generative Artificial Intelligence
There’s a ridiculously simple technique attorneys can employ to prevent opposing counsel from using their thought leadership in court papers against their clients. It’s not unusual for attorneys in certain legal practices...more
Some people have misconceptions about thought leadership ghostwriting. Let’s debunk the four most prevalent ones. When you’re marketing a product or service that’s in a new or different category, misconceptions often...more
When an attorney previews an upcoming legal or industry development, they position themselves as a go-to resource regarding it. Most attorneys and law firms use thought leadership to establish their knowledge and authority...more
Converting webinars into thought leadership articles people will read requires more than simply polishing and publishing a webinar’s transcript. Today, webinars are still important marketing and business development tools...more
Many abilities are important to the success of an attorney’s thought leadership efforts. But the best ability an attorney can have regarding thought leadership is availability. There’s a saying in sports that the best...more
When you cover thought leadership topics from strategic angles, your thought leadership will more persuasively demonstrate that you have solutions to your current and prospective clients’ legal and business problems. ...more
Law firms should avoid falling into the same trap that caused the demise of almost 3,000 U.S. newspapers - According to Northwestern University, since 2005, approximately 2,886 U.S. newspapers—about a third of the...more
Thought leadership is more than a marketing and business development tool. It is a secret crisis management weapon hiding in plain sight. There is an interesting connection between thought leadership, crisis management,...more
When lawyers ask the readers of their marketing and business development content to parse legal jargon, jump through intellectual hoops, or simply wade through dense and uninteresting writing, they’ve failed....more
A sustained increase in published thought leadership can help lateral partners and practice groups avoid the unmet business generation expectations that plague so many lateral moves. There’s a lot of commentary out there...more
A catchy title, compelling introductory paragraph(s), and substantive subheadings are the surefire way to get people to read your thought leadership content. As you yourself have surely noticed, we are all way too busy today...more
Don’t sleep on how timely thought leadership can position you and your colleagues as authorities on the areas of law you practice or the industries you serve. Lawyers and their law firms often view timely thought...more
You’ll boost your personal brand and look and sound like a million bucks when you invest a few dollars in this. It never ceases to amaze me how many attorneys I see on video and webinars and hear on podcasts who don’t make...more
When lawyers collaborate with an outside writer to help them craft and publish thought-leadership marketing content, they are making a small investment for which they could realize significant ROIs....more
Effective referral marketing content for plaintiffs’ firms does more than tout gaudy numbers. When plaintiffs’ attorneys and their firms publish content—including thought leadership content—aimed at their referral sources...more
Law firms should use educational email campaigns to nurture “tire kickers,” a.k.a. prospective clients, to convert them into clients. Some lawyers get frustrated by “tire kickers,” a.k.a. prospective clients who are not...more
Thought leadership is a long-term positioning play. Don’t worry about getting a quick ROI from it. If you are investing in thought leadership, don’t worry about getting a quick ROI from it. Thought leadership is...more
Lawyers can use bylined articles to secure media coverage for themselves regarding the topics they’re writing about - Interestingly, as the influence of the media has shrunk based on the internet and the contraction of...more
Law firms can get many new client leads based on their rankings in the major search engines. Being on the first page of the Google search results in a particular area of law can be a game changer....more
Keeping your thought leadership short gives you more opportunities to get in front of your target audiences while still allowing you to show off your knowledge and wisdom. Lawyers and other professional services providers...more
The best ghostwriters don’t just write. They work with their clients to frame their ideas in ways that produce content that is relevant, valuable, and compelling to their target audiences. If you are thinking about hiring...more
Lawyers should consider working with a ghostwriter when they appreciate the role content plays in their marketing, have a niche or target audience, do not have the time to write thought leadership content, and do not enjoy...more
Consistent, prolific content creation can provide lawyers more—and better—opportunities to build their prominence and their books of business than speaking at industry events can....more
Unless their local jurisdiction says otherwise, a lawyer’s ghostwritten marketing content is likely to pass ethical muster if they are involved in the drafting process....more
Contrary to what many lawyers and in-house legal marketers believe, thought leadership is a process, not a product. A process-driven thought leadership program is a successful thought leadership program....more