Thought leadership has been one of the most important trends this past year for legal marketers. Nowadays, potential clients are suffering from digital fatigue. And website and social media posts filled with self-promotion are no longer going to perform well. Audiences are looking for content that is educational in nature and provides real value.
As a part of our annual study of America’s top law firms’ digital usage, The Social Law Firm Index, we studied the top 200 law firms on their usage of thought leadership content.
There were a few law firms that ranked and stood out amongst the rest. If you’re looking for ideas on how your firm can leverage thought leadership successfully, keep reading.
5 Successful Thought Leadership Law Firms
1. Baker Mckenzie
Baker Mckenzie makes navigation to their thought leadership content a priority on their website, with a clear insights tab that leads to blogs, podcasts, and trending content. Baker McKenzie really stands out as a thought leader, especially due to their Insights Plus website, which is full of educational resources. They keep their audience up to date on all the latest industry insights with their frequent blogging and podcasting.
2. Norton Rose Fulbright
Norton Rose Fulbright understands that being a thought leader is also about meeting your audience where they’re at. Norton Rose provides educational resources across several media types, including blogs, podcasts, webinars, videos, and events. They offer blogs on a number of topics, making navigation to them easy with separate pages for each industry topic.
Buckley takes thought leadership to the next level by offering both blogs and a separate resource center page. Their resource center makes searching for educational content easy for the user. They also keep their audience extremely up-to-date on the most pertinent topics, updating their blog very frequently on a regular basis.
4. Squire Patton Boggs
Squire Patton Boggs offers educational resources in a number of formats, such as blogs, webinars, or videos. They blog on a number of topics related to their practice areas on a regular basis, and always ensure the content is educational and not promotional. They keep this educational tone going, even as they post to their social media, always keeping the focus on providing value to their audience.
5. Reed Smith
Reed Smith leverages descriptive and informative blogs to position themselves as a thought leader. Their thought leadership also extends across social media platforms, with videos on YouTube and LinkedIn posts sharing insights about their latest content.
Being a thought leader in the legal industry is about more than just sharing any content, it’s important that law firms focus on creating content that is high quality, valuable, and thoughtful.
If you’d like assistance with creating thought leadership content for your firm, please reach out to us for a free consultation. We’ve helped many law firms create valuable thought leadership content that helps them develop relationships with their audience and sign-on clients.