The Road to Content Marketing Success: Why Law Firms Must Manage Their Experience | Stefanie Marrone Consulting

The Road to Content Marketing Success: Why Law Firms Must Manage Their Experience | Stefanie Marrone Consulting

Content advertising and marketing has more and more turn out to be a strong software for legislation corporations of all sizes in search of to attain and interact their audience. It goes past conventional promoting, static web sites and social media tweets.

Effective content material advertising and marketing persistently offers precious insights, thought management and academic content material, deliberately created for the executives, corporations, industries and markets most related to your capabilities and technique. This will assist obtain your main goals that are to create extra alternatives and income by influencing perceptions and inspiring motion.

To affect your audience that you’re trusted authorities, corporations want their content material to reply 4 questions:

Do you perceive my drawback?
Do you perceive my enterprise?
Have you solved an issue like mine?
You have solved it for a corporation like mine?

Given the character of those questions, profitable content material advertising and marketing requires a robust basis of expertise administration.

In this submit, we’ll discover why legislation corporations want to handle their expertise to improve their content material advertising and marketing efforts and what efficient expertise administration seems to be like.

What is Experience Management?

“Experience,” for an expert companies agency, is a quick description of worth delivered to a consumer. This usually features a description of the consumer, the problem, the strategy, and the outcomes delivered or end result. This is 2 to six sentences in size. It may be aligned with a selected matter, however generally it takes an combination of issues (particularly these involving a number of practices) to ship worth within the type of a service or resolution for a consumer.

However, not all experiences are created equal. Most expertise is useful to their agency in some capability and due to this fact worthy of capturing. But, the extra “marketable” experiences, which we would like for content material advertising and marketing, have one thing that demonstrates our agency’s higher-level experience, service or status, comparable to engagements which are giant, advanced, modern, precedent-setting, time-constrained or with a outstanding firm.

“Experience Management” is the harnessing and leveraging of a agency’s collective expertise for simpler advertising and marketing and collaborative enterprise growth.

The artwork of expertise administration is uncovering and writing a brief description that tells a compelling story. Firms of all sizes already do that in some kind, albeit painfully, for authorized rankings. The science of expertise administration is using know-how, classifications and requirements so the expertise description is captured and searchable primarily based on its traits (i.e., associated professionals, firm title/{industry}/geography, consumer difficulty, service carried out, “marketable,” and many others.) and aggregated and extractable with related information, in addition to searching for traits throughout the expansion and utilization of a agency’s collective expertise (i.e., first experiences captured associated to an rising VUCA/Board difficulty, vital quantity of expertise in a jurisdiction or kind of transaction, a rise within the searches for a selected regulatory time period, and many others.)

…the spark for content material advertising and marketing and the hammer in enterprise growth alternatives.

Professional companies corporations that excel in advertising and marketing and enterprise growth, particularly the outstanding consulting and accounting corporations which have led the best way and regularly put money into expertise administration (aka, data administration), take into account it a aggressive benefit. Their expertise administration engine is the spark for content material advertising and marketing and the hammer in enterprise growth alternatives.

You can see this in the usual format of promoting content material for outstanding consulting corporations. It usually flows like this: outline a well timed or related difficulty, establish who’s most affected and why they need to act now, current new or modern strategy/resolution, assist with knowledge and evaluation, and make sure with expertise. Each section is supported by their expertise administration program.

It’s necessary to notice that this doesn’t have to be advanced or costly. Yes, many giant and mid-size legislation corporations put money into folks and know-how to automate, combine, and improve the method. However, for small to midsize legislation corporations, this course of can begin as simply as 1-on-1 interviews and writing by designated legal professionals supported by new purpose-built and reasonably priced expertise administration applied sciences and outsourced knowledge high quality.

How Does Experience-led Content Marketing Help My Firm?

Credibility: Content advertising and marketing is about providing precious insights and options to your viewers’s authorized considerations. By managing their expertise successfully, legislation corporations can extra simply create credible content material, particularly real-world case research and success tales primarily based on expertise that demonstrates the agency’s differentiating experience and repair in dealing with vital authorized points.

This is necessary as a result of “tales” are thought-about a extra highly effective type of content material for engagement and persuasion. For instance, transaction attorneys love displaying deal tombstones. And sure, efficient expertise administration can get you related tombstones. But it’s the tales behind them which are usually the subsequent questions from potential purchasers.

So, do you’ve got the tales captured? Experience-based content material builds belief and choice with the audience to advance conversations and improve your agency’s place as a “should learn” and “go to” agency.

Tailoring Content to Your Target Audience: A well-managed expertise administration program permits legislation corporations to establish probably the most related and interesting content material matters for his or her audience. By understanding the sorts of authorized issues and questions their purchasers generally face, legislation corporations can tailor their content material to handle these particular wants.

Whether it is via weblog posts, articles, movies or infographics, delivering tailor-made content material will increase the possibilities of capturing the eye of potential purchasers who’re in search of options to their particular authorized issues. This strategy is especially influential as a result of it’s broadly recognized that authorized patrons begin a seek for a legislation agency by calling their counterparts inside their {industry}. Content advertising and marketing can advance and direct that course of with the usage of experience-based, industry-specific content material.

Develop Thought Leadership, Collaboratively: The next type of content material advertising and marketing is assumed management. An overused and regularly misused phrase in authorized advertising and marketing, a pacesetter within the area of thought management and creator of “Competing on Thought Leadership: How Great B2B Companies Turn Expertise into Revenue,” Bob Buday defines thought management as “the acclaim {that a} agency or an individual earns for creating, advertising and marketing, and delivering superior experience in fixing advanced buyer issues.”

The emphasis right here is on “creating.”

Where most content material is an evidence of what has occurred or a skim throughout the highest of present points (and the rising use of ChatGPT to accumulate and rehash present data), an expertise administration program may help legislation corporations take a look at their expertise in combination to establish related experiences, convey collectively the associated professionals for a collaborative dialogue, and discover the “what did we be taught” and “what’s subsequent” associated to a consumer difficulty. Then, and most significantly, the agency can develop methodologies to promote and scale the supply of an modern service or resolution for larger profitability.

This creates a strong content material advertising and marketing engine that promotes cross-silo collaboration and empowers advertising and marketing professionals with the content material it wants to improve the agency’s popularity as modern and forward-looking, that are main attributes in consumer suggestions surveys of common counsels.


Effective content material advertising and marketing is a vital part of any profitable legislation agency’s advertising and marketing and enterprise growth technique and execution. However, to actually excel in content material advertising and marketing, legislation corporations should strategically handle their expertise. By harnessing and leveraging their ever-growing collective expertise to show credibility, tailor content material to their audience, and develop thought management, legislation corporations can improve reputations (and rankings), enhance engagement, and encourage motion in strategically necessary areas for his or her purchasers and the agency.


Credo Consulting helps legislation corporations maximize collaborative progress via collaboration methods, disciplined enterprise growth, operational excellence and particular person teaching. Credo is led by Clinton Gary, a former Chief Marketing and Business Development Officer for outstanding legislation and Big 5 corporations, and an Accredited Partner with Gardner & Co. on the methodologies of “Smarter Collaboration.” Recognized by The American Lawyer for “Best Law Firm Marketing” and improvements in {industry} and consumer groups, advertising and marketing planning and budgeting, and expertise administration, amongst different collaborative initiatives, Clinton can maximize your agency’s collective capabilities and abilities for larger worth to your purchasers, professionals and agency. For extra info, contact Clinton at [email protected] and join with him on LinkedIn.


Stefanie Marrone advises legislation corporations of all sizes, skilled service corporations, B2B corporations, recruiters and people on the total vary of promoting and enterprise growth consulting companies designed to improve income, retain present purchasers and obtain larger model recognition. She additionally serves as outsourced chief advertising and marketing officer/advertising and marketing division for small and mid-size legislation corporations.

Over her 20+-year authorized advertising and marketing profession, she has labored at and with a broad vary of huge legislation, mid-size and small corporations, which has given her a precious perspective of the authorized {industry}. Connect along with her on LinkedIn, Twitter, YouTube, Instagram, join her e mail listing and observe her newest writing on JD Supra.

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