Laura Cutler, Head of Brand & Marketing at Herbert Smith Freehills shared her views last year on where legal marketing was going in the future. In summary, as the title suggests, Laura thinks marketing needs to be targeted, insightful, concise! Below is a short extract from her blog that provides more detail.
Interestingly, Laura's views marry up with the latest research paper from Edelmen PR and LinkedIn who have found that top performing content to drive business returns contains the following attributes (page 20 onwards):
- Concise or "Snackable"
- Relevant to the client
- Inspires confidence
- Delivered by a trusted source
- Must contain value added insight
If you are in the world of legal marketing or business development it is worth a few minutes of your time to read Laura's additional thoughts (below) and the research above to help keep your firm's approach relevant and effective.
Gone are the days (hopefully) of creating long-form, insular pieces of content and sending them to everyone on your mailing list and then moving on to the next project. Attention grabbing, opinionated content disseminated in bite-sized, easily accessible formats at regular periods, to keep ‘front of mind’, is the trend. Using data analytics to then see what’s working well, or who is engaged in your content offering, is a vital source of information for BD teams and fee-earners to then follow up and enrich their relationship building and referral efforts.