The end of ‘done for you’ marketing: why attorneys must partner with marketers on knowledge extraction

February 19, 2021

Thought leadership is a critical marketing strategy for business law firms. Today’s legal buyers expect their lawyers to be at the forefront of issues that matter to them. They are seeking a trusted advisor — an attorney (and a firm) who they can trust with sensitive and high-stakes matters. 

Demonstrating expertise through content such as blog posts, bylined articles, in-depth reports, videos, podcasts and webinars is the most effective way to build a reputation as a trusted advisor (beyond actually serving as one to an existing client).

While such thought leadership marketing is highly effective, it requires a cultural shift throughout a firm. You can no longer hire an advertising agency, hold an input meeting and then send the agency away to create ads and brochures and call it a day. The same goes for hiring in-house marketers. No matter how good your marketers are, they can’t promote a law firm effectively without attorney involvement.

That’s why attorneys must partner with their marketers on knowledge extraction. In this article written for Law360, I explain what knowledge extraction is, why it’s important and how to develop a knowledge extraction process that works for your firm.

You can view the article on Law360 (subscription required) or download a PDF here.


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  • About the Author
    Michelle Calcote King

    Michelle Calcote King is an award-winning marketer with nearly 20 years of expertise in all things marketing, content, media and public relations. Specializing in highly complex industries, she leverages superior writing skills, media savvy and a love of all things digital to move her clients' businesses forward.

    Read my full bio or connect with me on LinkedIn.

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