Legal marketing 101: The importance of disciplined content management

  • March 20, 2017
  • by Marketing team

Legal-marketing_1.pngThink about how often you misplace regular, everyday items – be it your keys, your phone, or your sunglasses. A survey by UK tabloid the Daily Mail found that the average person spends ten minutes a day searching for misplaced items. Do you know what else takes up a lot of our time? Searching for content.  According to McKinsey, “The average knowledge worker wastes 9.3 hours per week looking for content.” This proves that good content management practices are vital in any organization, especially law firms. RFP management software makes it easier for legal marketers to follow good content management practices.

Here are three content management habits that will improve your legal marketing strategy:

Store the latest content in a single, accessible database.

When everyone in the business is working from a single platform, with accurate and up to date content, then you have a good basis for streamlining not only your proposal process, but the entire business development process. Having access to the most accurate data not only reduces the risk of errors, but also increases efficiency.

Break content down into sections.

Rather than storing full RFPs and bid documents, break them up into sections. If you store common Q&A pairs for example, and make them searchable, then users simply need to search the content library using a keyword, and all relevant answers to previous RFP questions will show up and can quickly be added to the response document.

And the same applies for bios, capability statements and tombstones - break the content down as much as possible and put it into a system that allows you to tag and categorize it.

Set up a process that ensures accountability and ownership.

No matter how basic your content management needs might be, good processes will ensure your business maintains control over content. Content management is a company-wide responsibility and everyone in the organization needs to do their part.

A good system will allow you to assign an owner and subject matter expert to each piece of content and set regular review intervals. This ensures that everyone knows what they’re responsible for, and automatically reminds them to review their content periodically.

McKinsey states that “the average interaction worker spends an estimated 28 percent of the work week managing e-mail and nearly 20 percent looking for internal information or tracking down colleagues who can help with specific tasks.” If everyone knows what their task is, it reduces ambiguity and speeds up the process.

Legal marketing and business development teams around the world use this type of software to become more productive.  But it’s not limited to business development, Qorus Breeze Proposals also helps fee earners and other subject matter experts across the firm become more efficient.

Software like Qorus Breeze Proposals reinforces positive content management practices. Read our previous article in the legal marketing series where we explain how it works.

For more information on Qorus and legal marketing, join our webinar:

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