Forbesrecent video of Binance founder Changpeng “CZ” Zhao came across our radar (via LinkedIn), and was a stark reminder of just how effective video is as a case study, especially when highlighting professionals’ expertise.

Firms need to realize that their content is competing with all content, not just with other law firms’.

We share this because as law firms discuss pursuing more video, it is particularly useful to reference those that are done well.

In that regard, there is still something missing from Forbes‘ latest and that is B-roll footage included in most professional broadcasts. As an example, here is a package on litigator extraordinaire Billy Martin featured on Fox News Sunday as power player of the week.

 

This video, even though three minutes long, is highly captivating and engaging; and while expensive to produce (approximately $20,000) you can see why.

Firms need to realize that their content is competing with all content, not just with other law firms’. So if they are going to produce high-level professional video, they need to be just as good (and competitive) as what you see on broadcast television.

Positioning Professionals

Hellerman Communications is an award-winning corporate communications agency specializing in positioning professionals to win business. With expertise in strategic marketing & content development, crisis & litigation communications, and social influencer & stakeholder relations, we help the world’s most elite professionals and their firms build and protect their most lucrative relationships.

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