Whether we’re talking about marketing at the individual lawyer level or firmwide marketing for Big Law, in today’s competitive market thought leaders attract attention-and business.

Now don’t get me wrong: content marketing has always been one of the most effective tools for marketing legal services-even before we had a fancy name for it. When event-based marketing came to a screeching halt almost a year ago, content-based marketing became critical for firms needing to stay connected and visible with clients.Īs a result, everyone scrambled to cloak themselves with the mantle of thought leader.

Thought leadership has been a much bandied-about and ballyhooed term for law firms long before 2020, but the COVID-19 pandemic supercharged it. Yes, I talk about thought leadership an average of half a dozen times a day. I’m sure you have your list, but here are a few of the buzzwords I’m tired of hearing: I’m hoping we could toss a few overused phrases fromĢ020 in the trash too.

Last year was a long and challenging slog, and I think most of us were hoping that we could leave a lot of the nasty behind when we ripped the old 2020 calendar off the wall and stuck a shiny new 2021 one up in its place.

Thoughtback