A considerable part of their marketing programme is long form content. During our competitor research, we found very little content that guided firms on how best to achieve and improve their legal directory rankings. Kidd Aitken was in the perfect position to communicate this as, collectively, the team has reviewed over 10,000 legal directory submissions over the course of their careers.
The first piece of long form content was the Your Best Practice Guide to Chambers and Partners Submissions, launched in April 2021. It offers expert advice on submissions to one of the world’s most prestigious legal directories, Chambers and Partners.
Due to its popularity, this Best Practice Guide is now a cornerstone of Kidd Aitken’s programme. It is continually used in email campaigns, including the first email of multiple successful prospecting email campaigns that have run in the USA, UK, and Europe. The first email of the latest European email campaign, where the Best Practice Guide was positioned as the key CTA, had an open rate of 28.2%, well above the industry standard of 22%. These campaigns have directly contributed to the onboarding of four new Kidd Aitken clients.
We have also drawn on hot-button contemporary topics, like fintech and gender diversity. The Gender Diversity and Inclusion in Legal Directories white paper, which shines a light on the steps legal directories should consider to improve gender diversity in law firms and rectify the inequalities faced in the legal sector. Again, this has proved tremendously popular in email campaigns, and was followed by a webinar hosted by Jacob Aitken, the co-founder and director of Kidd Aitken, and special guest, Kerry Jarred, a leading Talent Management Consultant for law firms.