![]() |
Simon Hénault  LinkedIn Profile |
| To offer your clients useful and engaging Web content, and increase your visibility, your credibility and your sales. |
articleBusiness Case – Content Marketing for Professional Firms

UK Law Firm Uses Content Marketing to Build Powerful New Brand - read what they have done and the results they got
Organization: 1,000-lawyer legal firm with HQ in London named Pinsent Masons
Marketing Objectives:
• To be the biggest legal brand on the Web
• To replace traditional marketing with content marketing
• To generate demonstrable return on marketing investment
Content Types:
• Website, including Podcasts
• eNewsletter
• Print magazine
Unique Element: Created a dedicated content team in 2000 that drives a coherent, consistent complement of content, both in print and online.
Results: Multi-million-dollar return on relatively small content marketing investment.
The firm’s website, Out-Law.com, provides a wealth of timely and use¬ful content for its current and prospective clients. In addition, it produces a semi-annual print publication. Neither information product is the kind of traditional marketing you would expect from a venerable global law firm.
From the beginning, Pinsent Masons made a number of very smart decisions :
• They realized they had to form a dedicated content team if they really wanted quality content.
• Their content is tightly focused and extremely client-centric.
• The writers always write like business journalists and do real reporting using podcasts.
• Its eNewletters simply provides quick summaries of the top articles and podcasts of the week (linking to the website).
• They do no other advertising beyond their website, weekly eNewsletter and their own semi-annual magazine.
Among their website visitors (results of their own survey) :
• 63% found the law firm via the Web!
• 14% only were existing clients!!
• 96% plan to contact Pinsent Masons!!!
Huge Return
• In its first year on the Web, the site averaged just 1,000 visitors per month. In 2007, it attracted 1.4 million visitors over the course of the year.
• The firm can track millions of British pounds’ worth of business to its online content marketing efforts.
• The firm has avoided spending money on unproductive marketing efforts into which most of its competitors are still pouring out large sums of money.
Other Conclusions
• Timely and consistent content requires time, inclination, and talent. This task should not be assigned to busy professionals, but rather to a team of content specialists.
• In a business-to-business arena, it is possible to completely abandon traditional marketing with a well-planned and well-executed content marketing strategy.
• A small content marketing investment can deliver a huge return.
Source: Get Content; Get Customers, Joe Pulizzi and Newt Barrett
Click here to get the entire case study (PDF format).
Related content:
What is Content Marketing?
Why Content Marketing?
How to optimize delivery of your content?
What Should You Talk About?
Additional reading (external link):
5 Secrets to Transforming a Seriously Outdated Law Firm Site Into a Powerful Content Marketing Rainmaker
You find Content Marketing interesting… then join the LinkedIn group Marketing par contenu.
Subscribe free of charge to receive other tips and advice by Email or RSS feed
If you have any questions, comments or additions with respect to this content,
please click on Comment (Commentez). We will be pleased to read and answer them.
Don’t hesitate to foward this content if you think others could benefit from it. Thanks!
Â
Â
You find Content Marketing interesting… then join the LinkedIn group Marketing par contenu.
please click on Comment (Commentez). We will be pleased to read and answer them.
Publié dans : MARKETING PAR CONTENU / CONTENT MARKETING
Tags : Content Marketing, Marketing par contenu


Commentez
Imprimez
Transmettez







