Navigating the blogosphere 03 July 2024

A robust content strategy is no longer a “nice to have” for firms – it's a lifeline. However, conquering the blogosphere can sometimes feel like a whole other level as it requires more than just creating compelling content; it demands a strategic approach that includes strong governance.

Blog versus article: What’s the difference?
An article and a blog post might seem similar, but they have some key differences. Blog posts, typically shorter than articles are around 500 to 1,500 words, and they require regular updates with fresh content. What sets blogs apart is their focus on dedicated themes that address current market challenges and opportunities, always with the client in mind. This ensures your content not only engages but also resonates deeply with your audience, making them eager to subscribe and consistently return for more insights.

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Opportunities for law firms to lead in 2024 04 June 2024

In the latest edition of the Living Ratings of law firms we identify three major opportunities that will help law firms achieve greater brand and digital intelligence.

These opportunities are born out of an in-depth analysis of the 2024 data gleaned from our research with the world’s 100 leading law firms and are relevant to firms both large and small.

Find your brand authenticity
With an increasingly savvy target audience that is surrounded by sophisticated brand experiences, a ‘lick of paint’ rebrand will simply not cut it in most instances. To succeed, you need to dive deep into your firm’s business strategy and look outwards to external stakeholders to understand what they are looking for. Only then will you discover your firm’s true and authentic brand purpose.

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The (brand) value of authenticity 14 March 2024

No longer are we B2B, we’re B2H… business to human. In fact, let’s take it a step further. We’re humans talking to other humans (at least for now).

In a market where firms struggle to differentiate – showing the human side of your organisation isn't just a nice-to-have; it's a game-changer. If you think about it – can a person feel truly connected to an organisation if they feel like they are being spoken to from a PR script or by a robot?

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Place a premium on content 16 February 2024

Between you, your team and your many stakeholders, how much time did you invest in developing content in the last year, only to find it didn’t have the reach or impact you wanted?

It’s an all too frequent reality and one that you can’t afford when it comes to your premium content offerings. You want to get value from your investment and that means achieving tangible, actionable results.

Backed by robust research, written by professional writers, and produced with high-quality production values or an interactive tool, your premium content is not only insightful, but it also leaves the reader wanting more. It provides them with a perspective or viewpoint that they are not being offered elsewhere.

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Back to basics! The five SEO practices that still hold power in the AI era 18 January 2024

With the increase of AI in marketing, there are a lot of unknowns on the horizon. However, the fundamentals of Search Engine Optimisation (SEO) remain just as important.

In this article, we outline the top five SEO practices that marketers need to be mastering to improve their firm’s website's visibility and performance.

1. Getting the keywords right
There’s more to keyword research than just inserting keywords into your content; knowing your target audience’s search intent allows you to create content that meets their needs. These carefully chosen words and phrases, when strategically incorporated into your content, enhance the overall visibility of your online presence.

2. Creating helpful content
Always start by thinking about what’s genuinely helpful and engaging for your audience. There’s a good chance you might need to prioritise quality over quantity…

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Predictions for asset management marketing: 6 to 10 05 December 2023

In the second part of our predictions for asset management marketing we look at subjects that include blockchain, sustainable investing and RegTech.

Here’s a speculative glimpse into what the future might hold with our next five predictions.

6. Blockchain and tokenisation
Blockchain technology will streamline processes like fund transfers, enhancing transparency, security and efficiency. Tokenisation will enable fractional ownership of assets, democratizing access to previously exclusive investment opportunities.

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