Episode 112 - Ashley Horne of Womble Bond Dickinson on Taking a Campaign Approach to Legal Content Marketing

Creating engaging content is one thing, but producing a stand-out campaign that delivers added value to your clients is the key to legal marketing success. 

Today’s guest joins the CMO Series to discuss her unique process and the success stories and learning she has taken from taking a campaign approach to content marketing. Ed Lovatt is lucky to welcome Ashley Horne, Chief Marketing Officer at Womble Bond Dickinson (US) to the CMO Series to discuss this very topic.

​Ashley and Ed explore: 

• The traditional approach to content marketing at Womble Bond Dickinson 
• The moment Ashley realized there was an alternative way of doing things and identified a campaign-led approach to content marketing
• Why an Editorial Board, that brings attorneys together, has been pivotal to this approach
• The headline campaigns Ashley is working on and what they look like at a tactical level
• How the firm's traditional business development activities align with those banner campaigns
• The highlights of taking a campaign approach to content marketing and how to measure success
• Advice for marketing leaders looking to take a campaign approach to their content marketing