Creating a B2B thought leadership brand

Brookson Legal’s transformation from niche tax specialist to in-demand national media commentator has cemented their thought leadership credentials and filled their 2020 new business pipeline.

Their area of expertise is IR35, a complex area of tax law that governs how third-party contractors are classified and taxed.

Until the government’s 2018 budget, IR35 wasn’t an issue for private sector businesses. After that, it was a ticking timebomb.

The Challenge

Brookson Legal is the only regulated UK practice offering IR35 consultancy. But as the regulation has never been applied to the private sector, so they were unknown to businesses.

When Phillip Hammond announced that from 2020 the private sector would have to comply with IR35, Brookson Legal had a limited window to build a profile as a thought leader and a media commentator, and to become a partner of choice for HR and Finance leaders.

The Approach

We created a rich content bank for use in the press, online, and on social media. Social imagery, infographics, blogs, comment and advice opinion pieces.

We engaged our audience directly through research, advice and insight, aimed at managing the risk and mitigating the burden of IR35.

Our digital team refined Brookson Legal’s lead generation processes - ensuring seamless user journeys - while supporting lead generative content with paid and organic social posts.

And as businesses and the media began to wake up to the potential disruption of IR35, we ensured that Brookson Legal was central to the unfolding debate.

The Results

We harnessed a wave of media interest around the controversial reform, to the point that Brookson Legal went from a relative unknown, to a sought-after national media commentator on all things IR35.

Media relations generated 65+ pieces of top tier media coverage, including pieces in Financial Times, a double-page feature in the Sunday Telegraph, BBC Radio 5Live, and key HR and finance trade titles.

And our content campaign smashed its lead generation KPI by 200%, leaving Brookson Legal’s new business pipeline overflowing for 2020.  


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Creating a B2B thought leadership brand

A transformation from niche tax specialist to in-demand national media commentator.

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