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Rockstar presentation Rockstar presentation Presentation Transcript

  • Become a Content Marketing Rock Star Tom Matte CEO & Author of 2
  • “...the Internet has turnedwhat used to be acontrolled, one-waymessage into a real-time ”dialogue with millions. Danielle Sacks Writer, Fast company 3
  • Back in the Old Days• Your website contained most of your content.• Prince was a megastar.• Those days are over! 4
  • In Today’s World• Your content opportunity exposure is virtually limitless.• You can participate in multiple channels to drive enormous traffic to your site and convert prospects to clients.• Prince does not exist for today’s younger generation. 5
  • Content Marketing Agenda• What does it mean?• Where do you find ideas for content?• How do you differentiate from others? Text• How do you promote your content through social media?• What role does your website play?• How do you measure and track results? 6
  • Content Marketing Definition“Content marketing is an online strategy providingvaluable content to drive visitors to your website andconvert those visitors into qualified leads.” 7
  • Rock Star Definition“Someone who doesnt follow rules, they make their own.The go out of their way to be extraordinary, different fromeveryone else. They sometimes choose to have exoticpiercings or tattoos, some have really, really crazy hair! Butthose are not the only kind of rock stars... 8
  • Define Your Content Marketing Strategy Purpose Audience Message Call To Action - Engagement First, Sales Second 9
  • Content Marketing It’s All Connected! BusinessDevelopment Website Plan 10
  • B2B Study• 51% of companies are using blogs• 78% use social media• 55% use Twitter, 54% use Facebook, 51% use LinkedIn• 61% use email newsletters• 36% of the respondents believe the great challenge is creating and delivering content that engages customers and prospects 2010 Study, MarketingProfs and Junta 42 11
  • Nine out of Ten“9 out of 10 B2B marketers surveyedsaid they are using content marketingto grow their businesses.” MarketingProfs, 2010 12
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  • “ Focus on the core problem your business solves and put out lots of content and enthusiasm, and ” ideas about how to solve that problem. Laura Fitton Keynote Speaker Founder, OneForty.com 16
  • Planning Your Strategy• Define your audience and identify what’s important to them• Gain buy-in on the subject matter from your practice area partner• Pick the channels to promote your content• Recycle the content – 9 lives for a white paper!• Commit to the time investment• Measure your effectiveness• Are you going to be Milli Vanilli or The Rolling Stones? 17
  • Where to find ideas• J.D. Supra• LexBlog Network• Above the Law• ABA Journal• Practice-specific publications• Other thought leaders/bloggers in your practice area 18
  • “No matter what, the veryfirst piece of socialmedia real estate I’d start ”with is a blog. Chris Brogan Keynote Speaker Founder, New Marketing Labs 19
  • Your Blog• Start your blog – it is the cornerstone of all content marketing• Determine your writing style – humorous, academic, legal?• How is your point of view different from others? Controversial?• Will the size of your firm be reflective through the writing?• Make it relevant to your market - regional, national or global?• Quality is a big differentiator; Make it visually appealing• Be aware of what others are writing in your field.• Create an editorial calendar 20
  • Rock n’ Roll Blog Analogy • Content is Elvis • Updating is Dylan • Design is Madonna • Call to action is Mick • Winning the game is being nominated for the Rock n’ Roll Hall 21
  • “You can’t expect to justwrite and have visitors come ”to you – that’s too passive. Anita Campbell Founder & CEO, SmallBizTrends.com 22
  • Ways to Promote Content• Repurpose the blog for online publications• Make a podcast, create a Slideshare• Upload to J.D. Supra and any other relevant sites• Turn your blog into a newsletter• Be a guest blogger on other sites• Write comments on other blogs• Establish credible links with other thought leaders• Use Social Media for multiple touch points 23
  • Promoting Content with Social Media • Be Tweeted • Grow followers in practice area • Engage daily • Curate other relevant information • Publish in LinkedIn • Connect tweets to LinkedIn • Join LinkedIn Groups • Start a LinkedIn Group 25
  • Promoting Content with Social Media • Post on Facebook • Get over it! • Quora • Question & Answer Site • Show Thought Leadership • Stumble Upon • Google+ • It will help with SEO 26
  • From Content to New Clients• Ultimate goal is to make sales• Your website becomes your place for a CALL-TO-ACTION• It’s about action and not eyeballs 27
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  • Antitrust Appellate Litigation Bank Regulatory Developing Practice Areas Class Action Corporate Employment • Ideally you can create content for every practice area and customer need Environmental Law Intellectual Property• What are your practice areas?Labor/Management Relation Mergers and Acquisitions Real Estate Sustainability Trademark 30
  • “ If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound ” marketing. Anita Campbell Founder & CEO, SmallBizTrends.com 31
  • Creating a Call to Action• Why? Capture names• Offers value to prospects• Enables you to interact with prospects• Sends them to a dedicated landing page 32
  • Designing a Landing Page• Clean design• No distractions• No external links• Gives more information about what they are going to get• Must have form 33
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  • “In a way, the Web is like your Hollywood agent: It speaks ” for you whenever you’re not around to comment. Chris Brogan & Julien Smith Authors of Trust Agents 35
  • Measuring Results• Track with Google Analytics & Hubspot• What needs to be improved?• What are people responding to?• What impact has it had on sales? 36
  • Blog Post Frequency 37
  • Proving Impact of Social Media 38
  • Measuring Acquisition by Source 39
  • Showing ROI 40
  • Reviewing Lead Data 41
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