Thought Leadership Marketing: Write for Someone, Not Everyone

With so much change and so many unanswered questions, there’s never been a better time to stand out through your thought leadership.  Writing and publishing content often feels like tossing a needle into the internet haystack. That’s challenging enough. But if all you’re doing is recycling the same old ideas, and trying to make them relevant to the biggest audience possible, then it’s not even a needle. It’s just more hay. The way to stand out is to create content that is more client-focused — that is, content created for a very specific, often small, audience. You don’t need to reach everyone, just the cohort of individuals and businesses that requires the type of contextualized insight only you can offer. By showing up over and over for your audience, you’ll generate awareness, and people will come to trust you. Awareness and trust are the building blocks of business development. From the client’s perspective, deciding who the right lawyer is for the job will become obvious. After all, why would a client choose an unknown commodity when there’s someone consistently showing up in their inbox and social feeds with solutions to the very problems they face? Lawyer Thought Leadership: Narrow Your Focus When you set out to become a thought leader, you need to approach it with the mindset that you must write for someone, not everyone. You must narrow your focus. Businesses and individuals succeed when they focus on less, not more. Across all categories of service offerings, there are continuums of premium brands and commodity ones. Those in the premium category narrow their positioning — the articulation of what they do and for whom they do it — to the point that there are few, if any, available alternatives to what they offer. They solve discrete problems for distinct

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