Podcast: What Thought Leadership is—and is Not

There are myriad ways you can market a legal practice. We believe, perhaps not surprisingly, that thought-leadership marketing is one of the best ways. But thought-marketing is not a silver bullet. It’s not magic. And it’s not to be confused with other short-term, in-your-face marketing tactics. In this episode, Jay and Tom discuss some common misconceptions about thought-leadership marketing, describe what it is and is not, and attempt to set some realistic expectations. Among other things, they discuss:

• How thought-leadership marketing is more like farming than hunting

• How thought-leadership marketing generates new business leads, but not in the way most think about “lead generation”

• Why it’s critical to create a digital footprint consisting of your content

• The difference between “tricking” your audience and “enrolling” your audience

• Why thought-leadership is no substitute for business development

Reading & Resources

• Buyers get 57% of the way through the buying process before making contact with a service provider

• Create a digital trail to your website bio