ShiftCentral / Case Studies / Client Development and Content Marketing

Client Development and Content Marketing


Kevin D. Margolis, Partner - Executive Committee Member; Firm Practice Group Leader; Co-Chair, Energy Practice Group at Benesch, Friedlander, Coplan & Aronoff LLP

The Opportunity

The relationship between ShiftCentral and Benesch goes back several years. Its inception came when advances in horizontal drilling and fractionation of shale gas basins in the United States reshaped the entire energy industry. Benesch fully realized the economic potential of the shale boom, and developed a marketing plan to capitalize on it.

Benesch understood the imperatives - not only for clients within the oil and gas sector - but for the myriad organizations spanning a number of interrelated sectors, such as real estate development and construction, transportation and logistics, private equity, utilities, and numerous public agencies.

Benesch knew it needed to systematically extend its knowledge of the industry and cement its position as the dominant market leader in shale.

The Collaboration

In order to provide its partners with real-time market moves and forward-looking analysis, Benesch turned to ShiftCentral because of its ability to transform vast amounts of information into timely, actionable insight. The firm understood that ShiftCentral would keep it informed of the fast-moving regulatory and commercial landscapes, and could fully align itself with the firm’s marketing and business development plans. ShiftCentral focused on the precise areas of the industry that mattered most to the firm, tracking and analyzing developments in targeted organizations and monitoring the Utica Shale and Marcellus Shale plays.

Through the use of an integrated market intelligence program, the firm not only supported its industry team and practice groups with action-oriented market insight, but it also regularly distributed timely updates to clients and prospects.

With this in mind, ShiftCentral set out to develop a custom Market Intelligence program to support these needs; it included real-time insight, periodic industry overview reports, and the co-creation of informative, market-facing content.

The Results

Benesch’s influence in the oil & gas sector grew significantly since it started working with ShiftCentral. Not only did the market intelligence program help keep the lawyers abreast of key industry developments, but it powered the firm’s content marketing strategy. The firm’s Ohio Shale Update microsite and Twitter handle, both populated daily with ShiftCentral content, received the Legal Marketing Association “Your Honor Award” for Practice Development. Most importantly, the initiative drove new business to the firm.

Just the Beginning

With the success of the shale market intelligence program, Benesch has since launched similar ShiftCentral programs for its healthcare, real estate, and private equity teams.