Ah, the blank page. It’s been taunting humans ever since we invented writing. The desire to fill it can be strong, but, oh, the excruciating frustration of actually putting pen to paper — or hands to keyboard. 

We can’t all lock ourselves in a remote cabin with nothing but a feather quill and log fire in order to create fantastic content. That’s especially true if you’re running a law practice, architecture, engineering and construction (AEC) firm or any other professional services business. Clients are gonna client, and billable work must take priority.  

However, there is unique value in creating regular, insightful thought leadership content. When done right, it can set your firm apart, demonstrate its authority in an industry, build trust with new prospects and keep existing clients engaged. 

With the support of artificial intelligence (AI), tasks such as idea generation, research, writing and editing can be streamlined. The key is not to automate the entire process but to be strategic about what you outsource to AI and what you continue to do the old-fashioned way.