Today legal firms not only have to demonstrate that they understand the challenges their clients face across a range of topics, but also strive to make their clients aware of emerging issues in different sectors that impact the regulatory landscape. These issues are often driven by innovation in areas well beyond that of tradional law. Thought leadership content can help firms demonstrate to clients their knowledge across different subjects in a way that is accessible and impactful. According to research nearly one in two business decision makers are disappointed in the overall quality of thought leadership and nearly all feel it is a missed opportunity.
Here are five ways that legal firms can create thought leadership content that provides real value for both themselves and their audiences.
1. Answer the big questions for your audience
In today’s fast-moving world there are too many new issues that law firms need to quickly become experts on. For example, how are artificial intelligence, cyber security, and Brexit changing the law? What impact will this have on clients, partners, employees?
A thought leadership piece that answers today’s important questions will provide your audience with a piece of content that is genuinely useful to them. By providing them with something of value, you will build their trust in you and strengthen your relationship.
2. Engage a genuine expert
Despite living in a time of alternative facts, we know that in law expertise is key. It may seem obvious but if you want a piece about cyber security, then engage a cyber security expert. While a good piece of thought leadership content can have a positive impact on your business, 53% of c-suite executives said their respect and admiration for an organisation decreased as a result of poor content.
3. Publish using the best formats and media for the message
Thought leadership doesn’t always have to be a written article. If your audience is time-poor, they may respond better to a bitesize video or a podcast they can listen to on-the-go. You may have an expert who is particularly engaging on video. Presentations can also be a good option if the purpose of your thought leadership piece is to train employees.
4. Promote your thought leadership piece
Your audience is busy and so you need to make it as easy as possible for them to discover your content. If you want to be seen as an expert on cyber security then ensure you use keywords in your content that are relevant to the subject. For very specific audiences paid LinkedIn advertising may be the best route. Pitch new research and expert opinions to specialist press to reach leading figures in your industry. Have conversations with industry influencers on Twitter.
5. Measure the results
Having invested time and potentially money in your thought leadership piece, it’s important to measure its performance. Define your objectives at the start of your campaign. Is your aim to engage employees or to win new business? What’s an important key performance indicator for your business? Is it pageviews, email sign-ups, or positive feedback from a specific prospect or stakeholder?