Episode 9 Matthew Magee, Pinsent Masons: The Problem with B2B… Thought Leaders

In this episode, we’re joined by Matthew Magee, Head of Digital Content at Pinsent Masons, which has been the most visited legal firm website in the world, every month, for the past 20 years. Drawing on his background as a journalist and his experience leading one of the most respected content operations in professional services, Matthew shares how the firm’s flagship platform, Out-Law, delivers true value to clients and prospects by getting the expertise and knowledge inside the firm out into the market, and why quality always wins out over quantity.

Matthew explains why so much content marketing often fails to deliver for the audience in B2B, how to create structures that elevate rather than dilute expertise, and what makes Out-Law a different beast to the sea of “thought leadership” swamping inboxes. He also shares his admiration for content powerhouses like EY and offers advice to aspiring content professionals.

Talking Points:

• Why content should be led by content people - “If you want content done properly, get content people to do it — and give them the backing to challenge the status quo”
• The importance of structure, process, and editorial confidence in surfacing firm-wide expertise
• How Out-Law has built a trusted audience by behaving more like a newsroom than a marketing team
• Why internal power structures often shape external content (and how to break that pattern)
• Why AI-content 'gumming up' the channels might be good for firms like Pinsent Masons
• What professional services firms can learn from the consistency and clarity of the Big Four
• Why early-career content people still benefit from newsroom rigour - even as those environments disappear
• The problem with data: how non-experts can learn to ask better questions about content performance
• And, adding to our growing collection of marketing analogies, meet Shrödingers content marketing…

https://www.pinsentmasons.com/out-law

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