Episode 11 - CMO Series Digital Masterclass: Chris Yates of Bristows on How to Streamline Your Thought Leadership

Thought leadership is a cornerstone of content marketing in professional services; it showcases your firm’s expertise and strengthens client relationships. The real challenge is uniting lawyers on one platform to centralise and scale thought leadership.

In this episode of CMO Series Digital Masterclass, Will Eke speaks with Chris Yates, Digital Marketing Manager at Bristows, where over 150 authors have published 900+ insights, driving more than 330,000 views.

Chris shares how Bristows has reimagined its approach to thought leadership, brought lawyers on board, and built an internal comms strategy that made it all work.

Will and Chris cover: 

• The platforms and thought leadership strategies Bristows used before Chris joined
• The turning point for Bristows in consolidating the firm's thought leadership platforms
• The steps to managing and streamlining the new strategy and platforms
• How to get lawyers engaged with the new process and the importance of key internal relationships in making the initiative successful
• The strategies used when implementing the adoption of Passle across the firm
• The feedback that has been received from lawyers and partners using Passle and the impact it has had on business development
• The future of the firm's thought leadership strategy
• Advice for getting lawyers on board with a central thought leadership platform