The newly launched NIL (Name Image and Likeness) Legislation Tracker by Saul Ewing Arnstein & Lehr LLP is a great example of a law firm creating a useful product that differentiates them and helps build their brand in a specific practice.
The web site tracks the rapidly changing landscape of legislation affecting how NCAA athletes can profit from the use of their name, image or likeness (NIL).
I wish more firms took the time to create resources like this. Davis Polk & Wardwell LLP did years ago with its Dodd Frank Financial Regulatory Tracker tool.
You can too – if you try to solve your clients’ problems and step into their shoes, you can find a creative idea in a practice or industry that aligns with your business goals and then strategically execute it.
Don’t wait on something like this if it’s a “hot” practice/industry area or issue, and don’t overcomplicate the project. Time is of the essence in most cases as is being first to market.
Becoming a helpful, novel resource like this is the pinnacle of content marketing success for a law firm or any professional service firm in my opinion. This is the kind of tool that a client would easily share with colleague or referral, and it has the ability to go “viral” and help your organization and the creators behind it be seen as subject matter experts.
When creating a resource tool, be sure to put your logo on it front and center – so you get full credit (think branding).
Kudos to Saul Ewing for a great idea and execution of it. You can check it out here.