Today’s Media content archive
End-to-end greenfield project designing a subscription site for this legal publishers, delivering their monthly pre-written articles for law firms to use in their marketing, with a landing page to drive sign-ups.
Previously delivered via email, the objective was to automate the process, so customers could log in each month to preview, select and download new articles for the promotion of their business through content marketing.
Goal-led design
Summarising the goals and objectives of content marketing was the foundation of this project, with the identification of five key principles that shaped the concept and features of the platform.
Educating DIY marketeers
Small law firms often make use of DIY marketing techniques to attract clients. Tutorials within the dash offer added value by explaining these five principles so they can make the most of their content, and help them grow their business.
Goal-led categorisation
The archive was categorised by the five principles, so articles can be searched for by marketing objective. This categorisation corresponds directly with the tutorials, supporting their understanding and helping them apply the marketing techniques.
Asking the right questions
Research objectives included discovering how law firms use marketing to grow their business, how written content plays a role in marketing activity, and how this fits into their day-to-day operations.
User interviews
Conversations with both a full-service law firm and an independent financial advisor provided the most useful insights. They describe the benefits in simpler terms than competitor websites – no spiel, just their goals, and how they use it.
Competitor review
A detailed review of competitor websites gave insights on the product space. Overall, the benefits of written content were unclear and buried in jargon, and samples were only available on request. There was a lot to improve on.
Finding the right insights
Profile
- Small to medium sized law firms who carry out their own marketing activity to grow their business
- They understand the value of marketing, but may not have knowledge of the different ways that content can be used
- DIY marketing tips are therefore useful, and simple guidance is readily appreciated and in demand
Day-to-day operations
- Busy law firms with multiple departments liaising to choose articles each month, in between their billable case work
- Often there is no dedicated marketing manager to oversee this process, so the lawyers or office manager take responsibility
- Emails are sent back & forth between solicitors to preview articles each month, and make final decisions
Content Marketing
Research analysis identified five key objectives of how content marketing can be used to help promote and grow their business.
- Attracting prospects with valuable content
- Building credibility to increase conversion
- Client support to improve service
- Engaging content to maintain relationships
- Regular communications for brand awareness
Channels
Content is used on website pages, blog posts, social channels and newsletters, providing information on legal matters, or topical, news-style articles.
Editing the content
Lawyers make their own edits to tailor the articles to their firm. They still save time writing the articles from scratch, but they can add their own slant.
Re-purposing old articles
Some articles can be re-used more than once. For example an article about child custody during school holidays can be used in the summer and at Christmas.
Designing the right solution
Taking the research insights into account, the platform was designed to offer more than just an archive of pre-written articles.
- Tutorials within the dash to help these DIY marketeers grow their business, and make the most of the content
- Article categorisation that corresponds with the tutorials to help them apply the marketing techniques, and search for content by objective
- Monthly delivery process that supports their day-to-day operations, allowing multiple users to log in, make selections, and download articles
- Editing functionality so lawyers can edit and tailor the articles, and save new versions within the interface
- Order history to enable the re-purposing of previously purchased articles, maximising their value with repeat use
- A landing page and value proposition that clearly and immediately conveys the benefits of pre-written content
- A simple and friction-free sign-up, with a free tier that provides access to browse the full archive
- A clean, simple, and intuitive UI that supports the primary goals and functions of the platform
Subscription packages
- Subscribers have access to a full archive of articles across five areas of law.
- Each month, 25 new articles are added to the archive across these five areas.
- Packages allow the selection of either four or six articles each month.
Monthly selections
- 25 new articles are added to the archive each month
- Subscribers receive a notification email when the new articles are available
- From here they can log in to preview, select, and download their monthly quota.
Filters & tutorials
Dashboard tutorials explain the five different content marketing techniques, helping these DIY marketeers grow their business.
Search filters correspond with the tutorials, and enable users to search for articles by marketing objective, helping them apply the techniques.
Preview selections
Once the monthly selections are complete, choices are confirmed and the full articles are available to view on the preview page.
Edit & save articles
Articles can be edited in the preview page, and new versions can be saved within the dash.
Re-purpose articles
All previously ordered articles are available in the article history page, listed by month.
Users can re-visit previously used articles, and re-purpose them to maximise their value.
Forward to colleagues
Once any edits have been made, articles can be forwarded to any colleagues registered to the account.
This simplifies the delivery process, helping busy lawyers to liaise, make selections and share the content between departments.
Sign-up
A simple, friction-free sign-up process
Competitor websites require an email request for sample content, which is a significant barrier.
The free tier allows anyone to sign up without paying, so they can browse the full archive, and Today’s Media then have a structural bond enabling further comms to encourage a paid subscription.
Landing page
