Thought leadership and content marketing is important in the world of professional services, as it showcases what your firm has to offer and builds client relationships. However, there are many platforms that enable firms to create content and share thought leadership, but the main question is how can firms centralise thought leadership by bringing their lawyers onto a single platform.

In this episode of our CMO Series Digital Masterclass, Will Eke is joined by Chris Yates, Digital Marketing Manager at Bristows. Bristows has seen remarkable success, with over 150 authors contributing more than 900 insights, resulting in over 330,000 views.

Chris discusses how firms can reshape their approach to thought leadership, and how to bring lawyers onboard this journey and streamline thought leadership. Additionally, talks about how he has helped Bristows reshape their approaches to thought leadership and content marketing, and explores the broader internal communications approach that contributed to the success of this transformation.

Will and Chris covers:

• What platforms and through leadership strategies was Bristows using at the time Chris joined them.
• The turning point for Bristows to start consolidating the firm's thought leadership and content platforms and what action was taken.
• The steps to managing and streamlining the new strategy and platforms.
• How to get lawyers engaged with the new process and the importance of key internal relationships to making the initiative successful.
• The strategies used when implementing the adoption of Passle across the firm.
• The feedback that has been received from lawyers and partners using Passle and the impact it has had on business development.
• The future of Bristows’ thought leadership strategy
• Advice for getting lawyers on board and using a thought leadership platform making it a success.