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Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content aligned with a thought leadership strategy that increased earned media coverage and new client wins.

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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. 

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%
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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google like your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.