ShiftCentral / Case Studies / Content and Client Development

Content and Client Development


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

The Opportunity

Benesch understood the economic potential of the shale boom and wanted to develop a marketing plan to capitalize on it - 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, transportation and logistics, private equity, utilities, and 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

To provide partners with real-time market moves and forward-looking analysis, Benesch turned to ShiftCentral to transform vast amounts of information into timely, actionable insight.

They understood that ShiftCentral would keep them 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 an integrated market intelligence program, the firm supported its industry team and practice groups with action-oriented market insight, and regularly distributed timely updates to clients and prospects. ShiftCentral developed a custom Market Intelligence program to support this. 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 and gas sector grew significantly since it started working with ShiftCentral. The market intelligence program:

  • Helped keep the lawyers abreast of key industry developments
  • Powered the firm’s content marketing strategy
  • Received the Legal Marketing Association's “Your Honor Award” for Practice Development for the Ohio Shale Update microsite and Twitter handle, both populated daily with ShiftCentral content

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