Law firms face many challenges when it comes to marketing and creating thought leadership content – from the intangibility of their services to differentiation in a competitive market. We believe one of the most unique challenges is choosing how to go-to-market within a matrix structure. But, as always, there are effective strategies to overcome these hurdles.

The trials of law firm marketing 

The legal landscape is highly competitive, as evidenced by the rising number of mergers. To grow and expand, firms need to make effective use of marketing and thought leadership. However, high-value law firms are by their very nature often complex organisations. As well as by overall brand, they go-to-market by industry group, service line or practice area. And if that wasn’t enough, on top of this structure, there is the additional layer of geography.  

Because of this matrix structure, firms can appear fragmented, lack cohesion and operate as disconnected entities in the eyes of the outside world. Effective marketing requires focus, and the enemy of focus is fragmentation. This division often leads to competition for budget, attention and resources, as well as diluting brand clarity. Without unity, important synergies can be lost, and firms can fail to realise their full potential.  

Breaking barriers

When effectively positioning a matrix organisation and creating thought leadership content, there are two potential approaches to consider.  

The first is to embrace a ‘better together’ strategy. This emphasises the strength firms can achieve from collective collaboration. Rather than focusing solely on individual parts of the matrix, differentiation stems from the combined expertise and capabilities of the entire firm.  

It’s about showcasing how the unique combinations within the matrix structure make you stronger and more valuable to your clients.    

Thematic threads

When considering a thought leadership campaign within a collaborative approach, the organising idea could be based on a ‘diagonal thematic’ that is relevant across the firm, such as ESG or AI. Alternatively, the idea could be based on a ‘golden thread’. This approach pulls together your knowledge and experience and allows you to create a holistic campaign or content that aligns to a strategic goal or aspirational state.   

Aligned, yet unique

The alternative thought leadership approach for a matrix organisation is to effectively position and create campaigns for different parts of the matrix, while still maintaining overarching coherence. Each service line, practice group, industry group or territory has its own positioning within the larger ecosystem. However, importantly, there is alignment.  

With this approach, individual parts of the matrix can have their own tailored messaging or campaigns – content that resonates with its audience, highlighting specialised expertise and unique value propositions. And while individual parts of the matrix have their own clear narrative, there’s still an overarching story that ties everything together. This provides a clear view of how each component part fits into the bigger picture. 

Differentiation and personalisation

This personalised approach can be advantageous, as it allows firms to provide insights on a more granular level. The data and outputs can be tailored to engage with more specific topics or conversations with clients that only apply to certain sectors, practice areas or markets. It can also allow for more creativity. One of the disadvantages of a ‘golden thread’ or ‘diagonal thematic’ campaign can be that it is harder to find an idea that serves everyone to the level they require within the matrix.  

Hone your thought leadership focus

At Man Bites Dog we work with our professional services clients to identify the best approach, based on their strategy and overarching goals. In a world where change is the only constant, law firms need to foster focus rather than fragmentation in order to stand out in the expanding crowd. Thought leadership helps bring that focus and provides a platform for strategic positioning and messaging.

Find out more about thought leadership in our latest Thought Makers report. If you would like to learn more about how we can help you differentiate and capture market share, get in touch.