Browne Jacobson + Turtl

Discover how law firm Browne Jacobson streamlined content production to improve marketing's ability to satisfy the needs of both the firm and their audienc

Satisfying the needs of both the firm and its audiences

Staying on top of content demand

The challenge

Treading water

The content team at Browne Jacobson were caught between a relentless stream of content requests and the desire to improve the relevancy of their output, lacking the agility to accomplish both.

The marketing team is tasked with creating content for both internal and external use, catering to content needs from teams across the firm. Teams typically focus on different sectors and require different content to support their respective marketing and business development activities.

The team relied largely on legacy content formats, like the PDF, which aren't natively digital and require particular design skills to create.

Working against tight deadlines to satisfy the firm's growing content needs, the team struggle to produce timely and engaging content and lack the resource to properly analyse the performance of what they create.

Top objectives

More efficiently fulfil firm requests
Better understand reader behaviour
Streamline the content creation process
Improve and prove content performance

About Browne Jacobson

Browne Jacobson is a UK based law firm working with international clients in the public and private sectors. The firm has over 900 employees, with over 500 lawyers of which 133 are partners.

A smarter way of working

The solution

Streamlining content creation

With its flexibility and ease of use, the Turtl platform could enable Browne Jacobson's content team to deliver high quality interactive content at speed. Inbuilt analytics would afford clear performance insights to steer future comfort efforts.

All-in-one content platform

The marketing team was given full access to Turtl's content marketing platform and bespoke training by the content success team. The creation process would now be centralised via a single platform.

Custom templates

Bespoke interactive themes were created to match Browne Jacobson's brand guidelines and to ensure that content produced in the platform would be consistently on brand.

Advanced analytics

In addition to bespoke content themes, the marketing team were given full access to Turtl's real-time analytics platform. This gave them visibility on a range of engagement metrics not afforded by the PDF, such as time spent reading.

Next generation external & internal content

More value with agility and insight

The results

Stronger output with less effort

Using Turtl is empowering Browne Jacobson's marketing team to be more productive while also delivering a much improved reader experience.

Key results

Content produced more quickly
Greater overall reader engagement
Performance visibility

Improved content output

By enabling the team to take full ownership of content without always relying on design teams or suffering the limitations of older formats.

Agility

The Browne Jacobson team moved from a deadline driven model to an agile model where content for the various practice areas gets produced and updated in an iterative manner.

Insights

Content requests from various departments can now be assessed based on previous performance thanks to in-depth analytics. The team can directly advise the wider business on the type of assets their particular audiences would like to read.

Reader experience

Readers are able to read in a more intuitive way and really engage with parts of the content that they're interested in, rather than having to search and scroll through a long document.

Turtl is a great content creation tool which has been embraced across the business. The quick and easy nature of the content builder is a very useful tool and means someone with limited hands-on design experience can produce well-performing content.