If you are a lawyer in today’s crowded content ecosystem, “thought leadership” isn’t just a buzzword—it’s your chance to build trust and amplify awareness through authentic, strategic storytelling. 

As Becky Bergman of Furia Rubel emphasizes here, effective thought leadership isn’t about pumping out endless content it’s about offering fresh, bold ideas that spur action and stand out in 2025’s saturated market.  Becky is mainly talking about what the firm's marketing team can do in partnership with PR but what she recommends is also very true for attorneys creating their own thought leadership:

Move Beyond Safe Takes
Confidence builds trust. Instead of generic client alerts, take a thoughtful stand on emerging issues. A strong point of view positions you as a trusted guide, which is exactly as you are when you sit in the room with your clients.

Tell Stories, Not Summaries
Facts gain awareness; stories drive connection. Frame your insights around real-world examples and your lived experience. For example, focus on case studies, client scenarios, or cautionary tales.

Publish with Purpose
Awareness thrives when your message reaches the right audience. Most of the attorneys we work with make 80% of their billable hours from fifteen to twenty people, many of whom they have known for years. Please think of the individuals you look after and write to and for them. This brings you ‘front of mind’, gives the people who trust you an opportunity to digitally recommend and refer you (by liking and sharing your posts with their colleagues, friends and contacts), and reinforces your reputation as the expert you are. This only happens if you share. Send your post by email, share on LinkedIn and refer to it when you chat with your clients.

By aligning with these principles, you can craft thought leadership that doesn’t just inform—it engages, inspires, and deeply resonates. Build trust through clarity, drive awareness through intentional storytelling, and watch your influence grow.