The stakes for creating thought leadership are continually being raised by AI search. In September, we ran 100 different searches in Google AI Mode asking for lawyer recommendations. Of the 842 lawyers it named, 72% had recently published thought leadership.

_{72% of the 842 lawyers named by Google AI Mode had published thought leadership.} 

And, in our General Counsel Survey, 77% of GCs said they spend five or more hours a week keeping up with industry news and developments. But only 8% think law firms put out enough timely, relevant content.

Publishing thought leadership puts you in front of clients through the AI tools clients are increasingly using to find lawyers. And firms already have the insight. What stops it from coming to fruition is knowing what to write about, and finding the time to turn knowledge into a published post.

Passle has added AI-powered features to help with both these issues.

Inspire Me

Our new ‘Inspire me’ feature displays post ideas on each author's dashboard when they log in. The ideas are generated using their profile, up to five of their most recent posts, and the latest industry news. Passle monitors over 700 news feeds and picks the stories most relevant to each author individually, so the ideas keep up with what is happening in their area.

_{The Inspire me card on an author's dashboard}

Each idea has a title, a line on why it's timely and a suggested angle. Simply click ‘Start with this’ and the title and opening line go straight into a new post, with the angle sitting under the editor as a guide.

_{Starting a post from an idea: (1) title, (2) hook, (3) angle}

Authors get up to 9 ideas a week and can save any to come back to. Ideas are refreshed weekly. 

Authors can also highlight text in an article and launch the Passle Gateway extension to display three ‘Inspire me’ suggestions built on that article.

AI Helper

Our new ‘AI Helper’ feature picks up once the author has started to write. We recognize that professionals publishing their thoughts aren’t necessarily seasoned authors, and a lot of content stalls in the know-how around turning a good idea into a finished post. 

‘AI Helper’ is built to fix that.

It sits in the editor toolbar, next to the formatting buttons, and it’s easy to use. The author highlights some content in their post and chooses what they want done with it:

• Rewrite makes a passage clearer.
• Expand develops your text while staying on topic.
• Tighten shortens your text, cutting redundancy and filler.
• Conclude uses the entire post to draft a closing paragraph.

The suggestions show up in the author’s post as tracked changes originating from Passle AI. The author can accept them, discard them or keep editing on top. If the post started from an ‘Inspire me’ idea, the suggested angle stays under the editor while they work, so they can check the draft still makes the point it set out to make.

 

‘AI Helper' works authentically with authors. Rather than producing poor-quality content, it helps turn own insight into publish-ready content. The ideas and the name on the post stay theirs. Their thinking, their voice, their name.

For the people encouraging others to write

Marketing and BD teams spend a lot of time persuading lawyers to publish. Now every author opens Passle's Thought Leadership Suite to a set of ideas picked for them, and a quicker route to a finished draft. 

That makes the ask a lot smaller, and the likelihood of publishing content much greater. 

Once a firm switches ‘Inspire me’ and ‘AI Helper’ on, every Content Creator, Editor and Content Publisher gets access. 

Speak to your Passle contact to get them turned on today.