In this episode, Wayne Pollock (Founder of Copo Strategies and the Law Firm Editorial Service) explains how thought leadership marketing and business development content can grease law firms' and lawyers' business development skids. When it does, it can get law firms and lawyers 90% of the way there in terms of showing a prospective client that the firm or the lawyer is the right choice for them. Wayne discusses four reasons why this is the case: 1. Relevant, valuable, and compelling thought leadership content shows off law firms' and lawyers' knowledge and wisdom regarding a particular area of the law or a particular industry, which goes a long way in showing a prospective client that the law firms and lawyers have the goods. 2. Consistent publication of thought leadership content shows the law firm or lawyers creating the content are authorities regarding the areas of law they practice, and that consistency also builds trust. 3. Thought leadership content can include subjective viewpoints that build rapport because they show prospective clients that a law firm or lawyer sees the world from the same perspective they do, such as a white-collar criminal defense lawyer always mentioning overzealous prosecutors who overcharge people for political gain. 4. Thought leadership content can include references to lawyers' personal lives, hobbies, and interests outside of the office, which build rapport with prospective clients who share those interests.About Wayne Pollock/the Law Firm Editorial ServiceLearn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollockLearn more about the Law Firm Editorial Service: http://www.lawfirmeditorialservice.comDo you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves? Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:http://www.WriteLessBillMore.comCheck out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts: https://www.lawfirmeditorialservice.com/bloghttps://www.youtube.com/channel/UCo_HDI1-CbzbAuczW0XywYADo you have a question about content  marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at [email protected]

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