Content marketing is an important part of the B2B landscape, and even industries that have historically relied heavily on personal relationships are using content marketing to reach potential customers and clients.
Venable LLP’s blogs and websites
Venable LLP, an AmLaw 100 firm based in Washington, DC, operates a portfolio of legal blogs and websites that deliver insights on several legal topics.
While many law firms operate blogs, Venable’s efforts are notable for several reasons.
First, unlike many law firms, which host their blogs on their firm websites, Venable hosts its blogs on their own websites with their own domain names. Arguably, this makes it easier for them to establish a brand identity.
Second, Venable’s blogs focus on clearly defined markets and directly target potential clients in those markets. For example, one blog, All About Advertising, offers “regulatory & litigation developments for advertisers and marketers.” Another Blockchain Report publishes information about legal developments in the nascent blockchain space.
And then there are full websites, BiologicsHQ and Post Grant HQ, that offer everything from databases to videos, allowing Venable to engage potential clients in deeper and more interactive ways.
Like most Silicon Valley law firms, Palo Alto-based Cooley LLP works with many startups. However, the way law firms work with startups and their founders has changed over the years. Basic tasks that law firms used to be able to charge significant sums for are, in many cases, no longer viable sales.
So, to ensure that they have the chance to woo the next generation of founders when they’re ready to engage a law firm, firms are increasingly developing digital offerings through which they can deliver valuable content to entrepreneurs free of charge.
Cooley GO is one such offering. A standalone website provides content relevant to startup founders, such as information about structuring ownership in a startup, hiring employees, and raising funding. It also includes information about industry trends and contains a glossary of lingo that startup founders will likely encounter.
But Cooley GO doesn’t stop there. It offers a feature, Cooley GO Docs, that automatically generates documents for incorporating a new business, raising capital, and establishing non-disclosure agreements — records that law firms often would have charged thousands of dollars to create in the past. Wizard-based generators prompt users to supply the necessary information. Ultimately, Cooley GO produces personalized downloadable documents that users can execute or file as appropriate.
Jackson Lewis’ webinars, videos and publications
Jackson Lewis, a law firm that practices labor and employment law exclusively, extensively uses content to engage clients and potential clients. They can find many webinars, videos, and publications on its website—the latter consists of legal update articles, newsletters, special reports, and podcasts.
While hardly the only law firm offering this kind of content, Jackson Lewis’ website is notable because of how much there is — more than 250 archived webinars and 4,000 publications. It is also well-organized and easy to filter content.
For example, because employment laws vary considerably from state to state, Jackson Lewis allows users to filter based on the state to which the content applies. Regarding publications, users can also filter by practice area and industry.
Jackson Lewis wisely uses some of its content for lead generation. For instance, to RSVP for an upcoming webinar or download an archived webinar, users must supply contact information, including their company, job title, and several employees.
Additionally, in some cases, Jackson Lewis charges for access to webinars, demonstrating how law firms in some practice areas can even turn digital content into a revenue stream.