If you’re an attorney in 2025 and you’re still relying solely on bios, firm websites or bar journal listings to showcase your expertise, you’re missing a massive opportunity. Today’s legal marketplace rewards not just skill but visibility, credibility and connection as well. That’s where thought leadership comes in.

Thought Leadership: Not Just for Rainmakers Anymore

Thought leadership isn’t about ego – it’s about influence. It’s about shaping conversations in your area of law, being known for what you know, and building trust with current and future clients. Whether you’re a partner seeking to deepen relationships or an associate looking to stand out, thoughtful content can accelerate your professional brand.

And it’s not just about publishing in law reviews anymore. We’re talking:

• Industry journals that your clients actually read.
• Business publications like Forbes, Inc., or Harvard Business Review.
• Legal media like Law360 or The American Lawyer.
• Short-form content via LinkedIn and JDSupra.
• Videos and podcasts that offer digestible expertise.

Most importantly, we are well beyond the era of “pay-to-play.” Meaningful earned media and authentic content carry far more weight.

Start with Your Audience

Before you write a single word, ask: Who am I trying to reach?

• General counsel?
• In-house compliance teams?
• Private equity professionals?
• Women in leadership?
• DEI committees?
• Associates at law firms?

Knowing your audience helps determine both the tone and the platform. Are they reading Bloomberg Law, scrolling through LinkedIn or listening to niche legal podcasts during their commute?

Secure the Placement Before You Start Writing

One of the most common mistakes lawyers make is spending time writing an article without knowing where it will run. Most reputable media outlets have strict editorial guidelines – word counts, tone, exclusivity, even formatting preferences – that can dictate how the piece needs to be written. Bypassing this step can mean rewriting the whole thing – or worse, having it rejected entirely.

Before you begin writing:

• Identify the target outlet and confirm it’s a good fit for your topic.
• Pitch your idea to the editor or publication contact. You only need a paragraph or two summarizing the topic, why it’s timely, and what you’ll cover.
• Wait for a preliminary acceptance. This is not a guarantee of publication, but it means your idea is aligned with the outlet’s interests.
• Ask for the writers’ guidelines so you can tailor the piece from the start.

Your PR or marketing team can be instrumental here – they often have relationships with editors and know exactly how to pitch for the best chance of acceptance.

What to Write About

You don’t need to reinvent the wheel. Great content often comes from questions clients already ask you or topics you’re speaking on at CLEs. Start with what you know:

• Technical breakdowns of regulatory updates.
• Interpretations of new legislation.
• Emerging trends in your practice area.
• Recent deals or case studies (anonymized, of course).
• Lessons learned from litigation or transactions.

You can even turn internal presentations or memos into externally facing thought pieces.

And remember: Timing matters. Align your content with relevant milestones like Equal Pay Day, Cybersecurity Awareness Month or a major political transition that affects regulation in your sector.

Consider Co-Authoring with Clients

One of the most underutilized tools in legal marketing is the client co-authored article. Writing with a client has several advantages:

• It highlights the collaborative nature of your relationship.
• It positions the client as a thought leader, strengthening their internal brand.
• It gives you access to their network when the piece is shared.

Of course, these opportunities require sensitivity and discretion. Start by identifying clients who are open to visibility and whose communication style complements yours. Then offer a concrete idea and make the process easy. Your marketing or PR team can help handle the logistics, from pitch to publication.

Follow the Process

Here’s a basic roadmap for executing thought leadership content:

1. The idea – Identify a timely, relevant topic.
2. Conflicts check – Ensure it’s OK to write about.
3. Marketing collaboration – Work with your internal or external communications team.
4. Preliminary acceptance – Secure placement before writing.
5. Editorial guidelines – Understand the publication’s tone, word count and deadlines.
6. The writing – Draft, revise and refine.
7. Review – Secure necessary internal and external reviews, including client sign-off if co-authored.
8. Publication – Submit and track the piece.
9. Amplification – Share across LinkedIn, firm newsletters and media mentions.

Beyond Writing: Other Ways to Be Seen

Don’t stop with the article. Repurpose your content into:

• A 90-second video summary.
• A podcast guest appearance.
• A speaking pitch for a CLE or industry panel.
• A post on your firm’s LinkedIn page.

Thought leadership is a long game. Each piece builds on the last, creating a portfolio that showcases your unique perspective and value.

The Payoff

When done well, thought leadership can:

• Open the door to media interviews.
• Attract new clients who see you as an expert.
• Deepen relationships with existing clients.
• Build your visibility within your firm.
• Boost your confidence in speaking and writing.

If you’re ready to lead, don’t wait for someone to ask you to write. Step up, speak out and share what you know. Thought leadership isn’t just a branding exercise – it’s a strategic tool to grow your practice.

Beth Huffman, a vice president at Poston Communications, has more than 40 years of experience in communications, media and marketing. She has spent the last two decades helping major law firms, legal organizations and their global clients create strategic narratives that elevated their reputations and work.