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Tax lawyer Kelly Phillips Erb, a.k.a. "Taxgirl," has written for The New York Times and is now a staff writer for Forbes.com, but she never set out to be a famous blogger or national thought leader.
She became those, however, by sharing what she knows. And along the way, she's gained trust (and business) from clients, prospects and peers. Erb, whose blog ranks No. 5 on WalletHub's Best Tax Blogs, has good advice for anyone considering writing as part of their marketing or business development efforts. Even if you don't like to write, her tips can help you share your expertise in other ways (e.g., videos, podcasts).
Here's why it pays to generate thought leadership content:
* Credibility;
* Relatability; and,
* Networking.
Providing "thought leadership," or sharing your expertise, without necessarily charging for it, is one way to establish yourself as an essential advisor to clients and prospects. It can create trust and boost credibility.
What started as an effort to educate existing clients became a showcase of Erb's expertise and a way to connect with future clients, too. "If you establish yourself as an authority, it allows you to stand out in a really competitive market," she said. "It's a really great way to get noticed."
Erb found that posting tax law articles on the Internet leveled the playing field relative to much larger firms, especially when she and her husband formed their own law firm in 2000. "We didn't have $5,000 to update the...