How Fresh Content Builds Authority and Trust

By Stephanie Cudmore

When I stepped into my role as Marketing and Communications Manager at SGI, one of the first things I wanted to tackle was our content strategy. SGI already had a strong brand foundation — clear values, well-defined programs, and a reputation for empowering lawyers and law firms to grow through our coaching and training programs, all rooted in our Know :: Be :: Do :: methodology. But like many businesses that rely heavily on referrals and relationships, we weren’t always telling our story — or sharing our insights — as broadly as we could.

That’s why I launched the SGI blog in June 2024. Since then, we’ve posted 58 articles full of practical perspectives and fresh thinking designed to support lawyers and firm leaders.

More than just SEO

Sure, there’s an obvious marketing reason: keeping our website updated with fresh, relevant content helps with SEO. It tells Google we’re active, gives us more opportunities to rank for terms our clients are searching, and ultimately brings more of the right people to our website. But honestly? That’s just the tip of the iceberg.

At SGI, we’re all about empowering our clients — and that starts by being generous with our insights. Whether it’s a small firm looking to launch with confidence, a managing partner navigating strategic growth, or a lawyer building their book of business, our blog is a space to share a peek of the practical, thoughtful guidance we give in our programs every day. It’s a platform for sparking ideas, demystifying business development, and reflecting on the very real challenges of running a law practice today.

Building trust before we ever meet

Most of our clients find us because someone they trust points them our way. But even then, they want to see that we know our stuff — that we understand their world, and that we’ve helped others like them. Our blog offers that reassurance. It showcases how we think, what we value, and how we approach the business of law with both humanity and rigour.

Fresh content isn’t just about ranking higher on Google; it’s about building credibility with the people who matter most. It signals that we’re not static or resting on our reputation. We’re engaged, paying attention, and always exploring new ways to help our clients move forward.

Fresh content to fuel for bigger conversations

Launching the blog has also given our team more to share. Our content keeps important conversations going. It becomes a touchpoint — another way to show that we’re invested in our clients’ long-term success, not just the work we do together in any single engagement.

A living extension of our brand

At the end of the day, the blog is an extension of our brand voice. It’s one more way we live out our mission to empower people to think, be, and do better. And for me, it’s incredibly satisfying to shape a space where our expertise, curiosity, and commitment to positive change all come through — article by article.

If you’re curious, I’d love for you to explore some of our recent posts. And if there’s a topic you’d like us to tackle — from the nuances of small firm strategy, to tips on building your book of business, to how AI is reshaping the legal landscape — reach out at [email protected]. We’re always up for a good conversation.