In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) explains why, in order to survive and thrive in today's evolving content world, attorneys and their firms (and all professional services providers and their firms, for that matter), need to be THE DESTINATION for thought leadership in the eyes of their target audiences and not simply A SOURCE of it.

In other words, they need to be the Joe Rogan of their practices.

Wayne walks through seven high-level considerations attorneys and their firms should keep in mind as they build out their content programs in the hopes of becoming THE DESTINATION for thought leadership for their target audiences.

1. Commit to the concept of thought leadership.

2. Commit to the idea of owning a niche or owning an industry.

3. Create thought leadership consistently.

4. Take an omnichannel approach to content creation.

5. Consider producing content across the content spectrum.

6. Create a content team and staff it appropriately.

7. Regularly seek feedback from your audiences.

 

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+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice? 

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

 https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

Practice Pointer: Attorneys have no choice. They need to be the Joe Rogan of their practices.

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) walks through the five reasons why consistently producing thought leadership content helps you become a more appealing and sought-after presenter. 

1. From a preliminary standpoint, it creates a platform to get noticed by event and conference organizers, which is how you get the opportunity to become a presenter in the first place. 

2. It's how you build a following, which will likely mean more attendees for your presentations. 

3. It forces you to regularly refine and polish your thoughts. 

4. It lets you test your ideas and receive feedback on them. 

5. It helps you more efficiently create the presentations you give during your speaking engagements, which allows you to spend more time working on how you present than on what you will present about.

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+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice? 

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

 https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

Practice Pointer: Consistently produce thought leadership, become a more appealing presenter

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) discusses the benefits of plaintiffs' firms crafting thought leadership that discuses how they secured the big settlements and verdicts they tout in their advertising and marketing.

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+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice? 

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

 https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

Practice Pointer: The incredible thought leadership opportunity most plaintiffs’ firms ignore

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) explains why thought leadership is about showing relevance more than it is about showing off your knowledge and wisdom.

+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice? 

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

 https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

Practice Pointer: Thought leadership is more about THIS than about showing off knowledge and wisdom

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) explains how clients break the thought leadership ghostwriting process and the four complications that arise when they do so. 

Those complications are: 

1. The client's thought leadership production efforts slow down 

2. The client has to take on more work 

3. The client will become dissatisfied with the ghostwriting process 

4. The client will negatively impact their ability to market themselves, to build their authority, and to develop business

 

+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice? 

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

 https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

Practice Pointer: This is how clients break the thought leadership ghostwriting process

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) explains why law firms' thought leadership about the business of law is a trojan horse for their recruiting efforts.

+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice? 

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

 https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

 

Practice Pointer: Law firms' "business of law" thought leadership is a Trojan horse

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) explains the importance of attorneys going "on the record" through their thought leadership to cover legal and business developments relevant to their clients—even when other attorneys are covering those same topics.

The benefits of them doing so include:

1. Positioning themselves as having their fingers on the pulse of legal and business issues relevant to their clients

2. Improved client service and client confidence

3. Improved discoverability

4. Improved chances of getting media coverage and landing speaking engagements

5. Generating business development opportunities

6. Boosting recruiting efforts

7. Creating additional cross-selling opportunities

8. Providing professional development opportunities

 

+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice? 

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

 https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

Practice Pointer: Here's why attorneys should be "on the record" about topics other attorneys are already covering

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) debunks the common misconception that thought leadership is about leading thoughts.

(It's not. It's about leading *through* thoughts.)

+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice? 

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

 https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

Practice Pointer: Thought leadership isn't about leading thoughts. It's actually about this.

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) walks through six reasons why you might want to think twice before sprinkling pop culture references throughout your thought leadership content: 

1. You're prematurely helping your content go stale 

2. There's no guarantee your audience will know what you're talking about 

3. Pop culture references could damage your credibility and make your audience members question your professionalism 

4. You'll almost certainly alienate some members of your audience 

5. Pop culture references can show a lack of awareness on your part regarding social issues and how people feel about them 

6. Pop culture references can distract your audience from absorbing your knowledge, wisdom, and insights

+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice? 

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

 https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

Practice Pointer: Six reasons to avoid pop culture references in your thought leadership content

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) walks through five topic areas for future thought leadership content that are hiding in your law firm's awards submissions: 

1. "Best practices" or "How we did it" analyses of the kinds of matters your firm included in its submissions 

2. Industry-specific insights gleaned from the work your firm did for various organizations within a single industry 

3. Innovative approaches to litigation, deals, and legal disputes generally 

4. Innovative uses of technology 

5. Innovative approaches to staffing legal matters

+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice? 

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

 https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:

https://www.lawfirmeditorialservice.com/blog

https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

Practice Pointer: Five topic areas for thought leadership hiding in your law firm's awards submissions

For lawyers, law firms, and companies serving the legal industry, content marketing and thought leadership marketing are a must if they want to build their books of business or increase their revenues. Each episode, Wayne Pollock, a former Am Law 50 senior associate and the founder of the Law Firm Editorial Service, interviews lawyers and legal industry in-house marketers who are doing big things with their content marketing and thought leadership marketing. If you are a lawyer, a law firm marketer, or a marketer at a company serving the legal industry and want to stay apprised of the best practices in content marketing and thought leadership marketing in the legal industry, this is the podcast for you.

Wayne Pollock

Shows