Our approach
Your expertise sits locked in your document management system, your matter files, your head. Referrers and prospects have no idea what you can and can't do. Content does two jobs at once: it keeps you visible to the people who refer you, and it gives prospects the evidence they weigh up before they call.
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The prospect has almost decided before they call
Clients are more self-reliant than they used to be. Most are well into their decision before the first conversation, gathering evidence under the cover of anonymity before they ever present themselves. The referral gets them to your name. The profile confirms the lawyer. But for many, they also want to see how you think and the kind of work you do. Content is what they're consuming while they decide.
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Published, it keeps you in front of referrers
A referrer can only recommend what they remember. Content that's useful, regular, and visible keeps your name and your expertise in front of the people who send you work, between the matters and long after the last one. The article a referrer reads, forwards, or files away is the reason your name comes up when their client asks. Visibility isn't a by-product of content. For a referral practice, it's half the point.
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Different content does different jobs
Thought leadership gets read, because it helps the reader with a problem they actually have. A case study persuades, because it gives tangible proof that you've done this before for someone like them. One earns attention; the other closes the gap between interest and the call. A firm needs both, and they're not interchangeable.
What we do
The content that turns a firm's experience and expertise into something a prospect, referrer, or client can actually see and judge.
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Thought leadership
- Articles and thought leadership that help the reader with a real problem, the content most likely to get read.
- White papers and longer-form pieces that prove depth on a subject.
- Books, from concept to published.
- Industry reports built on primary research, benchmarking, or a genuine insight into the challenges and opportunities your clients face.
- Interviews with referrers and other thought leaders, turning their profile into yours.
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Proof and evidence
- Case studies that give prospects tangible evidence of what you've done and who you've done it for.
- Deal sheets and matter summaries that prove depth at a glance.
- Step-by-step guides and checklists that help people do their job, and remember who gave them the tool.
- Diagnostic tools that assess a problem or an opportunity, and put the firm at the end of the answer.
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Explaining how you work
- Communicating how you work with clients and how you onboard them, made simple to understand.
- Process charts and infographics that make an unfamiliar process legible.
- Narrative copy for the website's service pages, careers pages, and about pages, where the firm's story has to do real work.
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Getting more from every piece
- Repurposing one piece of work into many. A speaking engagement, for example, can become articles, emails, social posts, a video or podcast, a guide, even a whitepaper.
- Turning an event into content that keeps working long after the room empties.
- Writing the emails that carry the content to the people who should read it.
- Content a referrer can contribute to, so the relationship deepens while the piece gets made.
How we deliver it
Content work happens inside an engagement model. Most firms come to us through one of these.
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Fractional CMO & team
An ongoing content programme as part of the firm's marketing function. Thought leadership, case studies, guides, and repurposing, produced on a consistent rhythm without anyone in the firm having to chase it. Best for firms that want content happening week to week, not in occasional bursts.
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Projects, campaigns & tasks
A defined piece of content delivered end to end. A white paper, an industry report, a set of case studies, a book. Best for firms with their own marketing function who need a specific piece produced properly.
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Training & workshops
When the firm wants to build the capability in-house. Sessions on turning matters into case studies, getting more from each piece, and writing content that converts rather than fills a news page. Best for firms with someone ready to run it themselves.
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How does our law firm get started with content marketing?
Most firms come to us for an ongoing programme, content produced week to week as part of a fractional engagement, so the thought leadership and case studies keep coming without anyone in the firm having to chase them. Others have us deliver a single defined piece end to end, a white paper, a set of case studies, a book, usually when they've got their own marketing function and just need the thing produced properly. And some would rather build the capability in-house, so we train the team on topics like turning matters into case studies and repurposing content to get more from every piece. If you're not sure which fits, tell us what you're trying to produce and we'll point you to the right one.
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How much of our lawyers' time will this take?
Less than they fear, because we do the heavy lifting. Thought leadership has to sound like the lawyer who knows the subject, so we interview them, prepare a draft, and get sign-off, anywhere from fifteen minutes to an hour of their time depending on the piece and what already exists. Case studies work the same way: a short interview, plus any case notes we can review. Guides and reports tend to take a little longer and a few more rounds. The goal throughout is to keep lawyer time to a minimum, and wherever there's existing material we can build from, we will.
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Will it actually sound like our lawyers, or like marketing?
A real worry, because most firm content reads like it was written by a marketing department, and lawyers (and their clients and referrers) can smell it. The way we avoid that is by starting from the lawyer, not a template. We interview them, use any existing content they've drafted to help us write in their voice, and they sign off before anything goes out.
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Can you also handle our firm news and announcements?
Yes. Day-to-day firm news, new partners, office moves, deals closed, awards won, is something we handle through our communications work. The two often work together. A win for a client is news the day it happens, and the same matter becomes a case study that proves your expertise for years after. We do both, and we coordinate them, so the announcement works now and the deeper content keeps working later.