Content Strategy for a Leading International Law Firm
Byfield was appointed by a prominent department of a leading international law firm to assess its content strategy vis-à-vis its competitors, and to subsequently advise on the creation of a new content strategy.
Although the client already produced a significant quantity of high-quality content across their EMEA offices, they wanted a more streamlined approach which would strategically link the broad range of work the team offered across sectors and jurisdictions. Byfield worked with the client to understand how they could differentiate themselves from their closest competitors. We undertook a series of interviews with key partners, alongside detailed competitor analysis. This was presented to the client through a messaging workshop, in which we were able to further identify the team’s strengths and the top concerns of their clients. We were then able to use these findings to structure the new content strategy.
We produced a new set of key messages, strapline and elevator pitch for the client, which could then be used across their marketing communications, business development materials and content production. We devised a new content strategy focused on key campaigns, which worked across the client team’s broad range of sector areas and specialisms.