At the Round table with Albert Jan Huisman from Kennedy van der Laan
Posted: Mon Jan 06, 2025 10:06 am
Roel Haanappel of Unit4 did not deliver what the program guide promised. What stuck with me was that his nickname within Unit4 was 'Mr. Trechter'. However, a sheet made up for my presence: a photo of a coffee corner at Unit4. I was first distracted by the name on that machine, only then did I see a screen showing the blog scores of all Unit4 employees who blog. How many stories someone had written and how they scored. At Unit4, they are crazy about blogging. 15 employees do it and that makes for a lot of fun. Also outside the coffee corner. Not only because it has made Unit4 more findable on topics such as ERP, cloud computing and business intelligence, important themes for the company, but also because some blogs were picked up by the press. That gives the brand visibility in the media and feeds company pride. Plus: the company has to send out fewer press releases. Journalists read relevant stories on the blog.
Lawyer content
The intimate round table sessions were interesting, always for a maximum of eight to ten people. At Albert Jan Huisman , marketing director at Kennedy van der Laan , twice as many people gathered vietnam phone data around such a round table. Huisman explained how he got his law firm to work on content. “Lawyers and entertaining content, that is not exactly a combination you would expect”, he revealed with a slight laugh. “At the beginning, many lawyers thought of writing books when they heard the word content.” In that respect too, the firm has made a major transition in the past two years. From a dead corporate website to a content-driven site. And it works. “12,000 visitors per month who stay 3 times longer; 9 minutes instead of 2.5. More importantly: the conversion increases. For newsletters and events. That feeds the reputation of the agency that wants to be a leader and has already distinguished itself with the blog Mediarapport.nl .
At the Round table with Albert Jan Huisman from Kennedy van der Laan
Other lawyers have also recently started taking up the pen. To blog on Marketingfacts, for example, or to shine in other media with their specialism. Are they “writing clumsy” or do they not have enough time for writing? In that case, Huisman puts them in front of the camera or behind a microphone in the in-house studio. In any case, keep a video short, he says. He thinks a webinar takes too long. He hates the fact that you have to register for a webinar/white paper/video. “Make sure everything is open, then content is shared faster. If you want your content to be distributed as a company, make it as shareable as possible. Give your own staff bite-sized chunks with a bit.ly to share on social media.”
Lawyer content
The intimate round table sessions were interesting, always for a maximum of eight to ten people. At Albert Jan Huisman , marketing director at Kennedy van der Laan , twice as many people gathered vietnam phone data around such a round table. Huisman explained how he got his law firm to work on content. “Lawyers and entertaining content, that is not exactly a combination you would expect”, he revealed with a slight laugh. “At the beginning, many lawyers thought of writing books when they heard the word content.” In that respect too, the firm has made a major transition in the past two years. From a dead corporate website to a content-driven site. And it works. “12,000 visitors per month who stay 3 times longer; 9 minutes instead of 2.5. More importantly: the conversion increases. For newsletters and events. That feeds the reputation of the agency that wants to be a leader and has already distinguished itself with the blog Mediarapport.nl .
At the Round table with Albert Jan Huisman from Kennedy van der Laan
Other lawyers have also recently started taking up the pen. To blog on Marketingfacts, for example, or to shine in other media with their specialism. Are they “writing clumsy” or do they not have enough time for writing? In that case, Huisman puts them in front of the camera or behind a microphone in the in-house studio. In any case, keep a video short, he says. He thinks a webinar takes too long. He hates the fact that you have to register for a webinar/white paper/video. “Make sure everything is open, then content is shared faster. If you want your content to be distributed as a company, make it as shareable as possible. Give your own staff bite-sized chunks with a bit.ly to share on social media.”