Well, we don’t actually have David Byrne, but I recently had a “once in a lifetime” opportunity to interview some professional services rock stars on the topic of thought leadership.
If your content marketing efforts appear to be on a “road to nowhere” watch the four video interviews that I recorded for the Legal Marketing Association’s Think Tank Committee to gain some fresh insights on how to develop a thought leadership strategy that works.
- the importance of firm strategy
- adapting your thought leadership strategy to the firm’s culture
- focusing on business issues recognizing the that goal is to generate conversations with clients and prospects
“It can be as simple as three bullet points!”
- a team based approach to thought leadership
- being active in the business community
- reaching beyond your comfort zone and technical expertise
“Our clients are the masters, they’re the ones who are telling us what they need and we better be listening and better be providing it because if we’re not someone else is.”
- picking a topic that you have an interest and passion in
- and which fits with the firm’s strategy
- blogging is just part of a business development strategy
“You still have to combine whatever this effort is with getting out there and meeting people.”
- Achieving the objective of two-way communication
- Adapting form and format to the audience
- Being the faciliatator of the conversation
“As I think about a thought leader, somebody might see a pyramid with somebody at the top, I see a circle with somebody in the middle.”
What’s working for you, or not working, in your thought leadership efforts?