In today’s competitive legal market, standing out is more difficult – and more essential – than ever. Clients have access to a wide range of qualified lawyers, so differentiation is not a luxury, but a necessity. For lawyers stepping into partnership roles, developing visibility and credibility can be particularly challenging.

One of the most effective strategies to rise above the noise? Thought leadership.

As defined by Jon Michail, founder and CEO of Image Group International, “Thought leadership stems from a person’s own mind that pioneers intellectual property, spawning concepts that inspire and move others into action.”

Why thought leadership matters

Done well, thought leadership builds credibility, trust, and personal brand authority. It allows clients and peers to see a lawyer not just as a legal technician, but as a strategic thinker and industry expert. Consistent publishing – whether through articles, commentary, or videos – keeps your name top of mind and enhances your authority in a specific area of practice.

According to the business research firm Gartner, business-to-business buyers spend only 17 percent of their decision-making time engaging with potential suppliers. The rest is spent on independent research and internal discussions. When a potential client is researching a lawyer’s expertise, your publicly available content can play a deciding role in their decision to retain you or not.

The core drivers of effective legal thought leadership

To build influence through thought leadership, lawyers should focus on five core principles:

1. Being first to comment on legal developments helps position you as a go-to expert.
2. Publish when the issue is hot. A delay can mean lost opportunity.
3. Focus on issues that your clients care about, not just what’s trending among peers.
4. Short, insightful content often outperforms lengthy white papers.
5. Regular publishing reinforces expertise and keeps you visible.

What clients actually want

According to Passle’s 2023 General Counsel Survey:

• Only 8 percent of general counsels feel law firms deliver enough timely, relevant content.
• 61 percent would prioritize firms that help them stay current.
• 48 percent wouldn’t hire a lawyer who doesn’t demonstrate relevant expertise publicly.

The message is clear: Clients want useful, up-to-date insights that help them stay ahead of legal and business risks. A lawyer who publishes thoughtful, client-centric content becomes a trusted adviser even before a formal engagement begins.

Start with the client’s pain points

Effective thought leadership begins with understanding your audience. Whether addressing general counsels, founders, private equity firms, or small- and medium-sized enterprises, your insights must address their concerns, be they regulatory shifts, recent rulings, deal structures, or industry disruption.

Help your audience “see around corners.” This builds trust and positions you as not just an expert, but a partner in navigating complexity.

Don’t overcomplicate it

There’s a common myth that thought leadership requires publishing lengthy academic articles. Concise, high-value insights are more digestible and more likely to be read. Use formats like:

• LinkedIn posts or videos (1-3 minutes).
• Short blogs or commentary (300-700 words).
• Briefing notes or legal alerts.

Longer content (e.g., white papers or opinion articles) still has value. but it is best used selectively and repurposed into bite-sized posts for broader reach.

Establish a sustainable content rhythm

Consistency builds reputation. Whether it’s weekly, bi-weekly, or monthly – pick a cadence you can maintain. Focus on quality over quantity and avoid content fatigue by varying formats and collaborating with colleagues or clients.

Use your voice authentically

The most compelling thought leadership feels human. Use a professional yet conversational tone, tailor your language to the audience, and incorporate storytelling or client examples (where appropriate). Your unique voice and point of view are what make your content memorable.

Anchor each piece with a clear thesis, a strong argument, and a practical takeaway.

Maximize reach with smart distribution

Once created, your content should work harder for you. Repurpose insights across platforms:

• LinkedIn (posts, videos, article shares).
• X (formerly Twitter) (short threads).
• Newsletters and client alerts.
• Legal forums or blogs.
• Webinars or podcasts.

Collaborating with industry experts or joining discussions online can expand your network and influence. Track engagement to understand what resonates – and where to improve.

The final word: Just begin

Thought leadership is a long-term strategy that pays real dividends. It builds influence, reinforces your brand, and generates opportunities by showcasing your thinking in action. Start small, stay consistent, and speak with clarity and purpose. Above all – start.

 

Brenda Plowman spent nearly 20 years at one of Canada’s largest law firms, nine as chief marketing and business development officer, where she built its first-ever client service excellent program. She was president of the International Legal Marketing Association in 2022 and is now a consultant to professional services firms specifically around service excellence and client listening, business development and growth strategies, and brand development and repositioning. She can be reached at https://www.linkedin.com/in/brendaplowman/.