Topic Based Articles

Trailblazer will use trending topics which relate to an area of law JMW cover, then feature that lawyer alongside notable individuals and companies within that article to maintain reputation and maximise reach to generate consistent noise leading to potential enquiries.

Example…
Based on the recent Sky Sports coverage of Chelsea FC we have created a brief example of what it will look like here featuring David Taylor Heath. In practice this will be fleshed out more.

How will it work?

Every 2 weeks present several options around current topics that relate to a partner/area of law within JMW. We'll agree the location (MCR/LDN/LIV), lawyer and topic together.

Once agreed we'll see the JMW figure in person/zoom/call with one of our writers to ask them about their thoughts on this topic from a legal perspective. From there Trailblazer will formulate the content strategy and send it across to yourselves for sign off.

Outcomes for JMW

  • Using our digital strategies we can guarantee these articles won't just reach tens of thousands of people across Manchester or London, but we can guarantee thousands of meaningful clicks and reads. Our average time per page is running at 151 seconds, naturally the longer the article the longer the time spent.

  • Synonymity & reputation - we're positioning JMW figures alongside industry leaders as equivalents on a consistent basis. This continual exposure will keep JMW at the forefront of people's minds when they think of a leading law firm, always casting their expert view on serious topics in the media.

  • We're registered as a Google News partner, so even more likely to get picked up via that search engine tool.

  • Permanent place on Google - people searching partners mentioned in Trailblazer articles will see these, which will increase people’s trust, leading to more client acquisitions.

  • Exclusive links- the only clickable link(s) on the articles will be to the JMW website, making it more likely for interested parties to engage.

What makes this different?

- Combined marketing & PR -

Marketing - Using data, we will subtly push these articles directly to JMW's target audience. Eg. Using the above example with Chelsea FC and David Taylor Heath we would target the type of clients he wishes to acquire and in the geographic area he is located so make sure no reach is wasted.

PR - Usually a feature within Sky News etc can be limited to one quote or mention with no call to action and shown towards a very wide audience. However our articles ensure JMW partners are seen as industry leaders by giving greater detail on their profile, shown to a focused target audience and crucially providing a call to action.

Similar Examples

Lexus

We positioned Lexus alongside a National Trust property in Manchester called Lyme Park to increase the awareness of their new model, positioning Lexus alongside a similar brand and generate test drive enquiries. The article saw a high level of engagement due to the subtle nature of the content, focusing primarily on Lyme Park.

Article here

Reach across all platforms - 81,000 impressions towards targeted audiences

Clicks - 2,889

Studio RBA

Architect firm wanted to increase their presence across Birmingham and be seen as an industry leader to attract more property developer clients.

Trailblazer created a piece of content marketing regarding Birmingham’s rise in the property market and positioned Studio RBA alongside the Head of Birmingham City Council to cast their expert opinion on the subject.

Article here

Reach across all platforms - 66,500 impressions towards targeted audience

Clicks - 2,554

JMW Branding

JMW Solicitors sponsor Trailblazer business section, which includes a banner ad at the top of the business page, and a banner ad on every article within the business section.

I've included an example of how it will look on Piers Linney's column here and below.

Breakdown & Cost

-x2 Content led articles featuring JMW partners similar to example above per month.

-We will create options for the articles, conduct the interviews in person or via zoom and write them up, ready for your sign-off.

-Each article will be targeted to either London or Manchester, depending on the featured partner and department.

-Using our digital strategies, we can guarantee thousands meaningful clicks.

-All travel, content creation, research is done by ourselves, we just need your sign off.

-JMW sponsor business section and have branding on every business article.

-Cost - £1,500 per month (ex vat) per month.