March 21, 2013Legal Marketing Association New York: Create Content That Mattershugeinc.email@example.com Main St. #220 Brooklyn, NY 11201+1 718 625 4843
“ As a content strategist, I help organizations figure out how they can consistently create content that is meaningful to customers and builds the brand. ” John McCrory Director, Content Strategy, Huge @johnmccrory firstname.lastname@example.org linkedin.com/in/johnmccrory
Agenda: 1. A changed landscape2. Marketers as publishers 3. Four principles of making great content
A.Be the person I want to know.Craft a consistent voice anddon’t try to be everything for everyone.
Guide content creators. Tone of Voice Just Tell the Sto ry Editorial Style Guide. Fourseasons.com Friday, Decemb Redesign er 17, 2010 Core Brand Va Warmth Elegance lues need Quality Added Digital Values Dynamic Modern Unique * Digital writing is like a good convers ation... Images and Tex t Go Hand in Ha nd with a very busy person. 11201 Floor, Brooklyn, NY 45 Main Street, 2nd ugeinc.com 718 625 4843—www.h Friday, Decembe r 17, 2010 Page 7
B.Help your lawyers become better writers and speakers.
Improve communication skills.• Hire a writing or speaking coach.• Lawyers can earn CLE credits in webinars designed to improve their writing skills.• Provide media training.• Interview subjects instead of asking them to write, or pair them with a ghostwriter.
C.Create a content calendar. Align your efforts to your channels.
Planning ahead cuts anxiety.• Make a spreadsheet with a column for each week for the next three months.• List each week’s events at the top of its column.• Make rows for each channel you use, and decide what you’ll create in each channel for each week.• Bonus points: color code your events by type or audience.• Near the end of the second month of a quarter, create the next quarter’s calendar.
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