How do you build a thriving content engine inside an industry traditionally resistant to digital innovation? In this episode of Radically Transparent, host Jen Gutman sits down with Matt Scheetz, Content and Communications Manager at Dykema, to unpack the strategy behind transforming high-powered attorneys into active B2B content creators.
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Matt shares what it’s like navigating the unique content challenges of the legal sector—an industry that has historically lagged behind broader B2B and B2C digital marketing trends. Rather than trying to get hundreds of skeptical stakeholders on board all at once, Matt explains how he identifies internal champions, overcomes internal political roadblocks, and uses targeted short-form video initiatives as proven case studies to drive broader adoption.
“In a perfect world, all 500+ attorneys would be super mobilized to write blog posts, record videos, and launch podcasts on their own. But in reality, my job isn’t to hold their hand—it’s to teach them how to fish and turn them into their own little content creators.” Matt Scheetz, Content Director at Dykema
From overcoming cold-email ghosting within his own organization to teaching subject matter experts how to leverage social platforms effectively, Matt delivers actionable strategies for B2B marketing leaders looking to scale thought leadership across complex, highly regulated, or traditional corporate environments.
Hot topics:
- Navigating Industry Lag in B2B Marketing: Why professional services and legal firms often fall behind modern content trends, and how marketing leaders can bridge the innovation gap.
- Building an Internal Champion Network: How to identify key allies, navigate internal politics, and turn successful early adopters into persuasive internal case studies.
- “Teaching Them to Fish”: Practical frameworks for empowering non-marketers and subject matter experts to regularly produce short-form video and thought leadership content.
- Overcoming Stakeholder Friction: Strategies for handling low response rates, hesitation, and pushback from high-level executives or legal partners.
Meet Matt
Matt’s greatest asset as a legal marketer is his lack of experience in legal marketing.
After nearly 10 years in the ad world, Matt Scheetz arrived at Dykema, a Michigan-based law firm, with a simple task: convince hundreds of attorneys that content was a non-negotiable part of their practice. On day one, he threw out the traditional legal marketing playbook and started with what he knew best: storytelling. Today, as Dykema’s Content Director, Matt works closely with the firm’s 500+ attorneys around the U.S. to help each of them tell their unique story through meaningful, thought-leading content.
Want to listen to more strategic B2B marketing conversations like this one? Watch more episodes of Radically Transparent, Oktopost’s podcast with B2B marketing leaders. Stay tuned, there’s always more to come.
