Learn

Redefining Thought Leadership: Using Content to Start Conversations

Domain: Business Development, Communications

What is thought leadership? Law firms distribute content through alerts, blogs, webinars and social media. But, thought leadership isn’t just pushing out content; true thought leadership drives conversations and engagement. Used well, it’s a powerful business development tool.
Defining thought leadership: What’s in, what’s out, thought-leadership best practices.
Process: Thoughts from Greenfield/Belser on the value of thought leadership for professional services firms.
Case studies:
• Steptoe & Johnson: Developing a proprietary study on challenges in shale gas production.
• Carlton Fields Jorden Burt: Starting a hospitality association.
Discussion: Participants will discuss barriers and solutions to thought leadership. A tip sheet will be developed for distribution.
Takeaways:
• Techniques for getting lawyers on board with thought leadership
• Ways to overcome obstacles to implementation
• How to use thought leadership to drive conversations
• A decision-making framework for content-led marketing
• How to use thought leadership for industry or niche practices

Presenters:
Daniel Weede, President and Shareholder Carlton Fields Jorden Burt
Sally Schmidt, President, Schmidt Marketing, Inc.
Betsy Spellman, Chief Marketing Officer Steptoe & Johnson
Erika Ritzer, Principal, Greenfield Belser

Member Price: $0
Prospective Member Price: $59