Showing your expertise through thought leadership is powerful.

It can lead to new clients, stronger relationships, or unlock your next career move. But getting started is often the hardest part. Once you're in the habit, it becomes second nature, yet getting through the cringe, the impostor syndrome isn't easy.

At Passle, especially in our Client Success team, we've helped hundreds of professionals, from the most senior partners to up-and-coming associates alike, start publishing with confidence. 

Every person is different, some people may be able to go straight into creating content, others may need more time. As a general starting point, here's a 4-step, week-by-week plan that offers a great starting point to start showing your true expertise to the market.

I'd recommend putting 15 mins into your calendar, one day a week, to do this. The goal is that, by the end, you've published some helpful content and become more comfortable demonstrating your knowledge online.

Week 1: The first step

Start simple. Re-share a post on LinkedIn. It can be anything. Good starting points are a post from your firm, a job posting, or quote a book you're reading. 

Re-share, add one line about why it stood out to you. That’s enough to build the habit. Don't overthink it. Respond to any comments that come in. 

In your remaining time this week, connect with anyone who liked the share to your network on LinkedIn. Connect with as many relevant clients you've worked with as you can fit into this weeks' time slot.

Week 2: Spotlight Others

Keeping the spotlight on others, the next step is to share a post from a colleague. This time, rather than a simple re-share, take a piece that a colleague has written on your company blog. If there isn't something from your firm to use, choose someone else you admire (maybe someone who liked your previous post) and share a blog post from them. When you share, use the @ function on LinkedIn to name-check the author, tagging them in your post. Respond to any comments that come in.

In your remaining time, keep connecting with those relevant clients and colleagues.
 

Week 3: Share Useful Resources

It's time to start showing what you know. To save time, you're going to curate and deliver something useful that already exists. You're going to summarize, paraphrase or adapt a resource that you've found useful. 

This may take the form of an existing report or white paper from your firm, a judgment or case that you return to, a tool or a piece of advice you often give. In 100 words or less, mention why it is useful, mention how you are using it. Publish a link to the original resource.

There likely won't be a lot of time left this week, but send the post to one client or colleague who might find it helpful. Your message should look like this:

“Hi Chloe, I thought this might be helpful. We've seen it be a useful tool for your area of biotech. Do let me know if you have any questions.”

Week 4: Convert An Email

The good news is that you've already written your fourth and final post. It exists in your emails. Is there a message that you've sent more than once to clients? Do you get the same question multiple times from the companies you are advising?

There's your post.

Take that email. Remove anything that links to a specific client. Add any missing context, such as when it is relevant, or under what conditions it's most helpful. You're aiming for a super-helpful 100–300 words. Because you've started with a problem and a solution already helpful to those you're working with, you should have the confidence to publish it more widely.

Freddy Dobinson, who started the Client Success team at Passle, once said to me that a professional's thought leadership was a knowledge journal on one hand, and a CV of capability on the other. These email conversion type posts help you build those.

Week 5: Commentary

One of the simplest ways to stay consistent with publishing is to build the habit of commenting on recent developments across your industry. As you read a news article, or listen to a current events podcast, take a note of how that may impact your clients and prospective clients.

When it comes to your 30 minute slot for thought leadership, briefly outline why that news piece is relevant, what it means for your client base and what their next step should be. Keep it simple, 100-300 words. Be helpful and offer your opinion on how to react.

Each time you publish a commentary post, be sure to send it to a handful of clients who may find it helpful. Be sure to include a note as to why it is relevant for them.

 

General Advice 

There you go. It can be that simple to build your confidence and get started with publishing, or get back into the habit.

Here are some general bits of advice.

1. Don't worry about likes/shares/comments/reads. A professional blog is not the same as an influencer's social media channel. Your success depends on a tiny group of clients, prospects and colleagues. Write to reach them. Don't worry about anyone else, especially early on.
    
2. If you are concerned that your content is not good enough, send it to a colleague first. Their feedback can help with impostor syndrome, and can give you the confidence to publish.
    
3. Busy times of year, life events and career changes can all derail a publishing habit. If you fall out of the habit for more than a few weeks, just jump back to step 1, maybe you fast track through in a couple of days, but use each step as a way to get back on track.