RubensteinTech is privileged to have worked with Kramer Levin, an Am Law 100 firm celebrating its Golden Anniversary, on projects of varying scope over the past two years. Following its comprehensive rebrand and digital refresh, launched in late 2017, Kramer Levin has continued to evolve its content strategy to drive greater audience engagement and to generate new business.
One such related project, the redesign and implementation of its Broken Bench Bytes blog, highlights Kramer Levin’s thought leadership, while providing a strategic mechanism to increase lead generation and elevate its brand. At the same time, the blog gives members of its Bankruptcy practice a platform to showcase their knowledge and differentiate from other practitioners—internal and external.
In partnership with Kramer Levin’s Marketing team, we worked directly with the firm’s attorneys to understand the business’ evolving needs and how to meet them via content strategy and management. This required thinking about the website as vehicle for business development—not simply brand expression—and incorporating features and functions to support growth and audience engagement.
Specifically, we included lead generation and subscription forms, to allow visitors to sign up and receive alerts when new blog posts are published. We also provided a means of increasing and measuring RSS views, by integrating the blog’s landing page with Concep on the back-end. Through RubyLaw’s relationship engine, Kramer Levin’s Marketing team can cross-reference blog posts with related experience data to deliver more relevant search results and to surface higher-value content. RubyLaw’s flexibility also allows for future enhancements, should the firm wish to further develop content more extensively. Equally, looking forward, content created for the Broken Bench Bytes blog provides a new platform for subject matter experts to establish a voice while also contributing to a larger collection of firm-wide thought leadership.
Having begun the process with a discussion around goal-setting, we established key performance indicators that we can measure via page-views, subscriptions, social media shares, bounce rates, keyword relevance, back-links and more. This allowed our team to focus on the firm’s objectives, while also successfully coordinating content migration from an existing, external blog website and into RubyLaw. This gives Kramer Levin’s Marketing team more control—and scalability—from a singular content management console for the long-term.