The client

As one of the world’s most-trusted news organisations, Thomson Reuters understood the power of content and storytelling, but lacked the internal resources and practical ‘know-how’ to develop and deliver a digital content marketing strategy.

The brief

To create exceptional content for one of Thomson Reuters’ primary target markets, the legal industry. In an environment of significant digital transformation and disruption, the client wanted to be seen as a single source of the latest best practice information and digital trends.

Working alongside Thomson Reuters on this content marketing program, we needed to help inform and involve an entire industry.

The strategy

We worked with the Thomson Reuters’ marketing team to develop a content marketing strategy for a new microsite that would not only position the publisher as an industry thought leader and capture leads, but also empower legal, tax and accounting professionals to grow their legal practices and improve their career prospects.

With particular care given to the needs and consumption habits of Thomson Reuters’ target audience, we outlined recommended content pillars, topics and formats, social media amplification and integration on the site, conversion strategies for gated content and alignment of content with business objectives.

The content

The content needed to support the following client objectives:

  1. Attract potential customers in Thomson Reuters’ target market with relevant, useful and topical information, advice and thought leadership.
  2. Deliver value and actionable advice through this content to improve brand affinity and engagement.
  3. Position the client as a thought leader in legal practice management, legal research, law firm marketing and workflow solutions to improve brand awareness and recognition.
  4. Generate leads by encouraging readers to download gated content or sign up for more information.

The content marketing approach

Based on our research into the key target personas and understanding of their needs, interests and content gaps in the market, we devised a strategy that involved providing useful, relevant and topical information, as well as advice and solutions on the practice and business of law.

The mix of short and long-form content that King Content delivers helps legal practitioners to:

  • Manage their practice more efficiently.
  • Make use of new technologies.
  • Understand the changing legal marketplace.
  • Grow their business.
  • Hire the right staff.
  • Stay on top of industry trends.

The mix of thought-leadership articles, discussion pieces, practical advice-led blog posts and long-form content works together to create a central online resource of information and advice for legal professionals. We’ve worked to make Insight a valuable resource for discussion and debate by engaging industry figures to give their opinions, insights and advice, and even contribute content.

In an industry where the written word is sacred, providing this type of valuable content demonstrates Thomson Reuters’ expertise, authority and leadership to the legal profession.

The results

Relying purely on organic SEO and social media amplification, traffic to the site has grown an average of 147.9% month-to-month since the launch in November 2013. Engagement on page is also high, with visitors spending an average of almost four minutes on site per session and consuming an average of 4.5 pages of content per visitor.

Highest month of content consumption

13.57 pages per session.

Highest monthly average of time on site

20:51 per session (that’s right! 20 minutes).

Using this content as an engagement tool, Thomson Reuters has also started to grow a social media following for the blog, racking up 800 social fans with no paid advertising. In addition, Insight has been recognised in the industry as a leading source of information and insight for legal professionals.

Highly respected industry organisations, including the Law Council of New South Wales and the Australasian Legal Practice Management Association, have approached Thomson Reuters seeking to feature content from Insight on their own publications, both digital and printed, furthering Thomson Reuters’ goals of thought leadership, brand awareness and recognition.

The strategy has been so successful that Thomson Reuters brought us on board to create a mirror site for tax and accounting professionals.