Jay and Tom welcome Nat Slavin, a partner in the Wicker Park Group, an international consultancy focused on helping law firms strengthen and deepen their relationships with in-house counsel through client feedback. Their conversation explored ways in which thought leaders can source their content strategy by having authentic and inquisitive conversations with their clients, including:

• What are some key takeaways from Edelman's study, entitled, "How Thought Leadership Drives Demand Generation?"

• What are buyers of legal services looking for in terms of thought leadership from lawyers, and where are they looking for it?

• Why might an attorney object to asking existing and past clients for input regarding the expertise they're looking for, and how can that reluctance be overcome?

• What is the danger in asking for a client's input and not taking candid feedback to heart?

• What is the advantage an attorney might gain over competitors by integrating client "discovery" into their thought leadership content?

Reading & Resources

• The Edelman report: How Thought Leadership Drives Demand Generation

• Does Thought-Leadership Content Marketing Really Work?

• More about Wicker Park Group

• Episode 14: Rich Bracken Echoes Nat Slavin's Remarks about "Table Stakes"

• Connect with Nat on LinkedIn, follow him on Twitter, or visit his personal website natslavin.com.

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Hosts of The Thought Leadership Project

Jay Harrington is a lawyer, author, executive coach, and marketing consultant for law firms and lawyers. Tom Nixon, who is Chief Storyteller at the Harrington agency, has more than 25 years of experience helping experts become thought leaders. Both are prolific content creators whose work has been featured in leading publications in the legal industry.

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