Legal directories: how to re-use submission content to market your law firm

Most UK firms will now have their Chambers and Legal 500 submissions over the line.

The temptation may be to move quickly to a fresh project because let’s face it, directory submissions are hard work and those involved probably don’t want to see them again for quite some time.

However, the body of current information that has been amassed, including up-to-date information on work matters and individuals, not to mention strategic sector insights and practice overviews, provides marketing and BD teams with a golden opportunity.

We frequently help clients to capitalise on their legal directories rankings. However, there are some immediate gains that will help pay off the hours of cajoling and teeth pulling that have gone into the current round of submissions.

Here’s a starter list of suggestions for putting your Chambers and Legal 500 content to good use:

CV audit

Updating CVs can be a challenging and never-ending task. This is a perfect time to audit CV banks, generic and sector-focused, and bring them right up to date.

Website copy

Time moves quickly and keeping website copy current is a constant job. Use your directories content to update biographies, sector and individual team pages. If you’re still listing work that took place eons ago, it’s time to refresh.

Tenders and proposals

Legal directories are a gold mine for bid teams. During my time as an in-house bids and directories manager, the first task after submission was to package up the firm’s full complement of legal directory submissions into a ‘bible’. I carried a dog-eared hard copy to every kick-off meeting for a new bid or proposal and before long, partners asked for their own copy.

In addition to deal and matter information, a well-written practice overview can be a great starter for 10 in identifying a team’s main strengths and nailing key messages.

In addition, partners hate having to repeat work they’ve already done. Be one step ahead for tenders and use the directories to suggest case studies and populate content without having to ask for it again.

IFLR1000 and Benchmark Litigation Europe

We caught up with the editor, Sam Duke, at IFLR1000 last week to discuss their submission requirements and plans around legal data and transactions. For those firms with expertise in IFLR’s core practice areas (banking, capital markets, M&A, private equity, project development, project finance and restructuring & insolvency), the submission deadline for entries is 27 April.  At times overlooked by firms, there is plenty of time to draw on your Chambers/ Legal 500 submissions – easy to do and one not to miss.

Also worthy of note, Benchmark Litigation Europe launches this year. A specialist guide to Europe’s leading litigation firms and individuals, the publication which has run in the US since 2008 now comes to Europe. The deadline for your diary is 3 May for completed submission forms. In its inaugural European year, it’s a great time to get involved.

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