Mitchell Williams Law

THE SITUATION:

Mitchell Williams Law, Arkansas’ largest law firm, wanted to better position their attorneys as experienced thought leaders and trusted sources for legal information among in-house counsel, existing clients, prospective clients and referral sources. Ghidotti has worked for years alongside the firm to use an integrated approach to thought leadership, focusing on earned media and content marketing to drive new business opportunities.

Last year, the agency worked hand in hand with Mitchell Williams’ marketing team to access the firm’s blog platform on its website, email marketing platform and social media channels. The existing blog infrastructure needed updates to accommodate growing practice areas and better highlight the vast credentials of the firm’s more than 90 attorneys in practice. It was the perfect opportunity to revamp the firm’s strategic content marketing efforts and build a multi-channel distribution plan to reach key audiences.

DEVELOPING A LEGAL SHOWCASE

730 blogs were published in 2018, a 25% increase from 2017, reaching almost 1.3 million total targeted readers through JD Supra and Lexology.

Earned media coverage is strategically integrated with the firm’s content marketing strategy so that content is repurposed and given new life through public relations efforts.

Content is carefully curated to tie into national topics of discussion, in-house counsel pain points and the firm’s commitment to their communities.

Close attention is paid to how attorney bios are written and showcased as we know in-house counsel often go to bios first in their research.

THE STRATEGY:

We worked with Mitchell Williams to engage the firm’s attorneys in producing content with best practices training for consistent blogging, LinkedIn sharing/network, updating bios and thought leadership strategy. During that time the firm’s blog page was redesigned to better support multiple authors and content categories, as well as offer subscription for readers to receive new blog content directly to their inbox.

The blog was renamed “Between The Lines: The Mitchell Williams Blog”, and visual brand elements were designed for both the blog and email templates. A content distribution process was created to effectively deliver valued information to target audiences and share across multiple platforms including the website, email and social media platforms. In partnership with Mitchell Williams’ team, we engaged approximately 30 of the firm’s attorneys to create content in 12 new legal categories – helping to increase subscribers to the blog by 136% from the previous year.

THE RESULTS:

730 blogs published in 2018, a 25% increase from 2017, reaching almost 1.3 million total targeted readers through JD Supra and Lexology
1.27M blog subscribers reached via email, a 30% increase from 2017
Email click-thrus increased by 31% from 2017 to 2018
Increase in notable earned media shares in 2017-18, including 11 requests from notable energy companies to republish blog posts
2017-18 combined increase in social media followers was 13%

THE SITUATION:

THE STRATEGY:

THE RESULTS:

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