Linklaters is gradually expanding its suite of blogs devoted to key practice areas, with two more added in 2018. The suite now includes five blogs: ArbitrationLinks, EmploymentLinks, TradeLinks, DigiLinks and FintechLinks.
The latter four blogs sit within the Insights area of its website which provides access to Linklaters publications, news and events for all industry sectors, and have a common look and feel. The oldest blog is ArbitrationLinks, started in December 2016 which has it’s own domain and is not integrated into the Insights design and navigation.
Nick Andrews, Head of Digital Marketing , explains the thinking behind Linklaters’ blogs:
We started to focus on blogs as we were looking to upgrade our website and online communications channels to take advantage of functionality which allowed our lawyers to write, post and share content easily and showcase the breadth and depth of our experience in a number of areas.
Our approach to blogs is twofold – to focus on the issues, challenges and opportunities our clients face and to help them understand and address them, and for us to enable our lawyers to build profile in the market.
Working with our lawyers and marketing teams we walk through a series of guiding questions which help them focus on the purpose of the blog, style, content, audience, frequency and what ‘success’ looks like. We set up a light touch editorial board who oversee the content that is shared and distribute guidance. This gives us a great framework for ensure the blog is regularly updated with relevant insight and content. Visitors to the blogs can sign up to receive updates and browse the existing content, as well as getting in touch with the authors directly.
Image: from Linklaters DigiLinks home page.