Case Study :
proskauer rose
Proskauer’s marketing team was looking for ways to increase viewership of the firm’s thought leadership beyond its own channels.
The Situation:
Publishing Powerhouse Seeks New Content Channels
Proskauer Rose is an Am Law 50 global law firm with more than 725 lawyers and offices in the Americas, Europe and Asia. Back in 2014, Proskauer’s marketing team was looking for ways to increase viewership of the firm’s thought leadership beyond its own channels due to the investment it takes to produce such quality content. Given Proskauer’s strong publishing culture and the high volume of content being produced by its attorneys, a relationship with the National Law Review (NLR)—which allows for unlimited article publishing—was a logical next step.
By the Numbers.
NLR Client Since
AmLaw Ranking
Number of Attorneys
2020 NLR Pageviews
The solution:
Turnkey System Delivers a Seamless and Highly Effective Client Experience
The NLR team set up a system for monitoring Proskauer’s website and blogs, so the NLR picks up every piece of new content as it is produced by the firm Our U.S based editorial team is also available to promptly respond to questions and changes and also publishes Proskauer’s original bylined articles. The only time they have to notify us is when they don’t want something published.
Top Search & News Feed Results
NLR’s 10 years of publishing breaking, vetted, high-quality legal news leads search engines to rank the NLR’s published articles very high, routinely outranking other mainstream news sources on high-profile newsfeeds, including Google News, Apple News, Yahoo and MSN. By directly feeding Google and other search engines a steady stream of reputable news content, the NLR has been able to achieve explosive site traffic that averages nearly 2.5 million readers per month.
Rapid Turn Around
7 days a week, 12 hours a day, NLR’s team evaluates all of Proskauer’s new content as it’s generated by the firm, applies SEO best practices and often publishes within an hour of receipt.
eNewsletters & Social Media
NLR promotes our client’s content via the NLR’s social media channels, with over 36k followers on our main Twitter account + 15 Twitter subject matter specific subaccounts, 16K+ LinkedIn followers as well as our robust e-newsletter program, which targets more than 136,000 unique subscribers or 700k additional readers per month on top of our website visitors.
Measurable Results
Real-time readership analytics, customizable and easy to pass on to practice group leaders or publishing attorneys helps identify market opportunities, demonstrates the law firm’s extended reach and reinforces the firm’s investment in thought leadership, podcasts and webinars.
The Results:
Proskauer Takes Strong Publishing Culture to New Heights
Annual Readership Growth Explodes with COVID-19 Push
Since 2014, Proskauer consistently logged high annual readership numbers on the NLR platform, including a truly impressive spike during the COVID-19 pandemic. A single CARES Act article generated over 400,000 pageviews. Proskauer’s next 10 most popular articles during the same time period racked up an additional 575,000 pageviews, and in 2020 Proskauer reached over 1,725,000 pageviews of NLR-published thought leadership.
Greg Polk, Director of Strategic Communications
Proskauer Rose LLP
“Proskauer has come to rely on the National Law Review for consistently impressive traffic on all of our content, as well as some really high spikes, especially during the first six months of the COVID-19 pandemic,” said Greg Polk, Director of Strategic Communications at Proskauer.
To demonstrate the success of the firm’s COVID-19 content, Polk and his team shared the unprecedented analytics with relevant lawyers, which had an important impact on other pandemic-related client-facing communications.
“Taking strategic cues from the high readership numbers for certain articles, we were able to generate related content and really build on that momentum,” added Polk. “This was a win for our lawyer authors and a win for the firm as a whole.”
“Proskauer is fortunate to have a large, committed group of thought leaders who work hard to create as much quality content as possible, with the goal of reaching clients and prospects across as many channels as possible. The NLR is a natural extension of that internal engine,” said Polk. “It’s a relationship we value highly for the visibility and strong engagement the platform delivers from our key audiences—especially in-house counsel. Year after year, Proskauer sees a great return on our NLR investment.”
About the National Law Review
For More than 10 Years, Millions of Legal and Business Professionals Rely on the NLR as their Daily Digital News Service. Our Print Version and Brand Date Back to 1888. >>>
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