Intro
“Clients want to stay informed and hear from industry experts. It’s essential that we remain at the forefront of thought leadership and that our clients can trust us to deliver consistent, timely, accurate, and high-quality content.”
–Luke Hartnell Marketing executive at Devonshires
The battle for who will become the next thought leader is fierce in the legal industry. Legal companies need to create and send content quickly to stay ahead of the curve and be trusted. And in addition to all this, legislation is constantly evolving, and things can become outdated quickly. The issue with traditional methods employed by most law firms is that once the content is out, there's no way to amend it.
One morning, you're writing a newsletter about current legislation, only to find that the information you've based it on is outdated the next day. Not the best way to impose yourself as an industry leader.
We chatted with Luke Hartnell, Devonshires' Marketing executive, about how they tackled this and other content creation challenges law firms face.
Devonshires is a leading UK law firm that specializes in various areas of legal practice, including real estate and corporate law. They are known for providing comprehensive legal services to both corporate clients and individuals. Devonshires prides itself on being approachable and responsive, striving to build long-lasting relationships with its clients. In order to build this relationship, they need the right partner on their side.
So far, to date, Devonshires has:
“Foleon also enables us to be timely and reactive, and that helps us build trust with our clients because they're the ones that are relying on us to keep them updated with these topical issues.”
Luke Hartnell Marketing executive at Devonshires
The Limitations of Traditional Methods
Previously, the firm relied on traditional content creation methods such as PDFs and InDesign. Not only was it time-consuming, but it also resulted in content that lacked visual appeal.
“Our key pain points with traditional content methods were that it was time-consuming, difficult, and after all of it, we were left with documents that weren't very attractive.”
Moreover, once information was distributed, it couldn't be amended, leading to potential inaccuracies if updates were required.
“If there were any further developments that made that information outdated, then there wasn't really much you could do to rectify it.”
Dealing with time pressure
Laws evolve fast. And with them, content quickly becomes obsolete. This means that, on top of creating new content, you also have to keep updating it endlessly.
“The fact that our turnaround in these situations was restricted by the tedious and slow methods of producing content via PDFs made things really challenging.”
Instead of focusing on more strategic tasks, the team ended up dedicating a large portion of their time to creating and updating content.
“Dealing with these issues was really frustrating because a lot of the time, we're under pressure to issue content in a reactive way.”
Challenging collaboration
One person, one tool. That's what the team had to work with before. This means they couldn't even streamline the process more if they wanted to because the content wasn't shared across users in their previous tool.
“We previously had InDesign; you can only have one user in that document at once.”
Changing For The Best
Standing out in the legal industry
Gaining time to think more strategically about their content really allowed Devonshires to start producing content that actually made a difference. It allowed them to shine amongst other law firms.
“Leveraging modern content tools like Foleon sets us apart from our competitors because it provides an enhanced user experience... It shows that we're a lot more forward-thinking.”
Embracing a quick turnaround through collaboration
To build trust with their clients, the team needed to be able to react quickly to the latest societal evolutions. Being the first firm to offer up-to-date content is a strong advantage for them.
“Foleon also enables us to be timely and reactive, and that helps us build trust with our clients because they're the ones that are relying on us to keep them updated with these topical issues.”
Not depending on a single person and tool changed everything with their collaboration. Thanks to the platform's collaboration capabilities, the marketing team was able to support other teams more efficiently.
“The ability to collaborate—having multiple people work on a document at the same time has massively increased our productivity and turnaround on time-sensitive documents.”
Content that really supports sales
Supporting the sales cycle through content isn't always easy when you have to deal with loads of requests. After implementing Foleon, Luke explained that it became much easier for him to react quickly.
“As a marketing executive, I often find myself collaborating with people in business development, creating bespoke content and then taking their recommendations and feedback into account and trying to implement what they want into the document in the best possible way.”
Discover Devonshire's brochure right here.
The bottom line
Standing out in an industry that's been around for centuries is tough. But it also means that by embracing innovative solutions, you can quickly shine. Creating digital, interactive content was a huge game-changer for Devonshires in that regard.
“I would definitely recommend Foleon to other law firms. I would highlight the quicker turnaround for producing content and the ability to amend and update documents after they’ve been published. Our content is crucial to our marketing strategy.”
Devonshires is the perfect example of how versatile Foleon allows you to be with your content. With 11 use cases for the platform, the team is constantly looking for new ways to renew themselves and stay at the forefront of the legal industry.
Are you also looking to stand out from your competitors through your content?
Have a chat with our team, and we can explore what options are available to you!
