It’s no great secret that businesses which create and share great content open the door to a number of key advantages over their competitors: a stronger brand, generating more leads, building mutual trust with audiences, clear firm positioning as an industry authority, and increased engagement on social media.
No surprise, then, that companies worldwide invest significant time and resources into creating content that is both captivating and informative. For law firms, it can be a tool for achieving that much-coveted differentiation in an increasingly competitive market.
If it were that simple, though, everyone would be doing it. Except they aren’t. So how can firms set themselves up to produce content that is not only on-theme and on-brand, but also effective and resonant with key audiences?
One effective approach to achieving this is by implementing what we call “Red Thread” content. Red Thread content describes a central theme or idea that links various content pieces, ensuring a cohesive and unified message across multiple platforms and formats. Just as a thread binds and connects pieces of fabric, Red Thread content serves as the core message or narrative that ties a firm’s outward-facing content together. In short, Red Thread content is consistent and recognisable – and makes it easy for audiences to understand both what they are reading/watching, and who it is that is speaking to them.
So, where to start? Find your organisation’s own red thread by identifying the themes and ideas that will connect your content and add value for your audiences. A good place to start is your brand mission and core values or pinpoint the topics that resonate most with your target markets. A lot of firms have already invested a lot of time and energy to work out “what you want to be known for” – but if not, start simple and go back to basics. Sometimes it’s best to start somewhere by building upon your existing market perception rather than reinventing the wheel (especially if the design and construction of the wheel is set to be a lengthy process).
With these key elements in hand, you can start weaving the red thread into your content.
Firms within the legal sector may look to weave a red thread by including themes such as strategic communication, reputation management, credibility and client-centred solutions. Pinpoint whatever themes are most important to your clients, and build your content around those themes. Always ask the question: what value does my audience get from reading or watching my content? When you have an answer to that question – and put a branded, reputationally familiar shape to it – you have found your red thread.
Putting it into practice is, however, not straightforward. Your core themes should be integrated at every phase of the content creation process. This includes at planning and development stages, particularly when collaborating with team members who might not be fully familiar with the firm’s marketing strategies, as well as the delivery stage. A helpful tip for maintaining consistency is to develop widely available content guidelines that can be referenced throughout the process. These guidelines should clearly outline the key ideas and language that should be used to emphasise the central themes.
While the concept may seem straightforward, there are challenges that need to be addressed to fully maximise the benefits of red thread integration. One of the key hurdles for marketing teams is maintaining consistency. Your chosen themes must be woven into every piece of content you create; otherwise, the connections between them will weaken. If your audience can’t see how a particular piece of content is relevant to them and aligns with the rest of your messaging, they’re unlikely to engage with it. The challenge lies in maintaining this consistency without becoming repetitive or dull. Utilising a variety of content formats — such as blogs, videos, podcasts, and visual carousels — can help keep your content dynamic and sustain audience interest. It can often be easier than you think to weave the thread into existing content (it is your identity, after all). Much harder is to work out which content to push the hardest through your channels to get the balance right between diversity of content and consistency.
One further challenge which comes with the implementation of red thread content, is being able to effectively measure its impact. In order to overcome this challenge, you will need to focus on both qualitative and quantitative metrics. These metrics include: engagement stats (both through social media and anywhere else the piece of content is hosted, e.g. website), reach (which can be measured through follower growth), visits, impressions, SEO performance and competitor analysis. Only when each of these metrics is thoroughly analysed and cross examined will a clear picture begin to emerge of how your red thread content is performing. Crucially, this analysis should be conducted regularly rather than sporadically to ensure consistent messaging and fully leverage the positive impact of your red thread content.
Several law firms have successfully implemented red thread content strategies to maintain consistent messaging and establish thought leadership. For example, Slaughter and May created a series of reports focusing on sustainability and corporate governance. By weaving themes of ethical responsibility and future-proofing businesses into their content, they’ve maintained a consistent narrative across whitepapers, webinars, and social media posts. In addition, they have done so in a way that is familiar and of the Slaughter and May “brand”.
Another example comes from Clifford Chance, which built a red thread around their expertise in Environmental, Social, and Governance (ESG) issues. They’ve shared consistent content on evolving regulations, the importance of ESG in corporate strategies, and its impact on global finance. Their blogs, podcasts, and virtual events all reinforce this narrative, helping to solidify their position as a leader in ESG-related legal guidance.
Utilising red thread content within your marketing strategy can create a clear and consistent narrative that connects all aspects of your communication efforts. By maintaining a unified message across various platforms and formats, law firms can enhance audience engagement and build stronger brand recognition. Periodic evaluation of this content is key to ensuring it continues to align with your firm’s goals and resonates effectively with your target audience. Through sustained efforts, the positive impact of red thread content can be maximised, ensuring that your firm’s messaging remains both impactful and memorable.