Like Bees to Honey, a Branded Content Marketing Success StoryBy Joe Walsh
March 14, 2016
How a California law firm raises its litigation profile and generates leads
We've written extensively about about content marketing in our blog asserting that content marketing is the new black. Everyone’s talking about it, many are investing in it, all are wearing it, but few professional services firms are wearing it well.
What we see too much of is investment in digital distribution of the same old fare, which we call chatter content—legal alerts, accounting regulation changes, bland consulting case studies. What we don't see enough of is clutter-busting content that doubles as a brand building and lead generation tool. With our help, our friends at the energy-centric law firm, Steptoe & Johson have figured out this kind of marketing and business development content in their Below the Surface Shale Gas Production program.
So have other clients like California's Archer Norris. The firm set out to promote litigation skills in the state and generate interest in their skills. The results of their efforts are worth sharing. But first the steps in the program:
1. Pick a practice or a market (industry, geography, company size) that is strategically important.
2. Create a research instrument and field it with decision makers you are targeting to get their views on the issues.
3. Analyze and distill the findings. Be as succinct as you can.
4. Design, write and package the findings in novel ways that cater to scanning readers in the form of white papers, micro-sites, or a major event.
5. Distribute the findings through all the right channels—ads (digital or print), pr, blogs, eblasts, social, new business pitches and more.
Archer Norris followed all these steps in its poll, packaging and promotion of GC-level views on the litigation environment in California. You can see the results in their new microsite. Or you can get a sense of the program from the visual overview below.
Yes, we love to see good design, writing and information graphics in branded content programs. Like Andy Warhol, we may be superficial, but we are deeply superficial. However, what also excites us most are the results that Archer Norris generated from their program, which include:
1. 771 views of the study press release, resulting in nearly 50 inquiries from media outlets
2. Articles on the research appeared in local and industry publications statewide
3. A 65% increase in traffic to the firm's website in the month after launch (which is a 600% increase from the year before).
All resulting in:
4. 67 qualified leads
Bees to honey!