Content Marketing for Legal Firms

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Presentation for the Legal Marketing Association in Birmingham, AL.

Presentation for the Legal Marketing Association in Birmingham, AL.

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  • 1. Content Marketingfor Law Firms@lauracreekmoreWednesday, June 12, 13
  • 2. “Content marketing’s purpose is toattract and retain customers byconsistently creating and curatingrelevant and valuable contentwith the intention of changingor enhancing consumer behavior.It is a ongoing process that is bestintegrated into your overall marketingstrategy, and it focuses on owningmedia, not renting it.”Wednesday, June 12, 13
  • 3. Know whatyou want to sayhttp://www.flickr.com/photos/garryknight/Wednesday, June 12, 13
  • 4. NOWednesday, June 12, 13
  • 5. Wednesday, June 12, 13
  • 6. It’s notabout you.Wednesday, June 12, 13
  • 7. Know what theywant to hearhttp://www.flickr.com/photos/pamelav/Wednesday, June 12, 13
  • 8. http://www.flickr.com/photos/deizans/Wednesday, June 12, 13
  • 9. Wednesday, June 12, 13
  • 10. The  User  Is  Always  Rightby  Steve  MulderA  Project  Guide  to  UX  Designby  Russ  Unger  and  Carolyn  ChandlerPersona BooksWednesday, June 12, 13
  • 11. Photo by http://www.flickr.com/photos/rhysasplundh/-Know your audienceWednesday, June 12, 13
  • 12. Know your contenthttp://www.flickr.com/photos/joeshlabotnik/Wednesday, June 12, 13
  • 13. ✓Blogs✘Bad blog habitsWednesday, June 12, 13
  • 14. ✘ Writing foryourself✘ Untimely✘ Obscure languagehttp://www.stemlegal.com/strategyblog/2012/the-4-frequent-flaws-of-law-firm-content/Wednesday, June 12, 13
  • 15. Where to beginWednesday, June 12, 13
  • 16. Name your systemsWednesday, June 12, 13
  • 17. Where’s the mismatch?http://www.flickr.com/photos/33671002@N00/Wednesday, June 12, 13
  • 18. Your content lives herehttp://www.flickr.com/photos/rabsteen/Wednesday, June 12, 13
  • 19. •Comprehensive view•Analysis•Review cycle•Access controlWednesday, June 12, 13
  • 20. http://www.flickr.com/photos/macchianera/Wednesday, June 12, 13
  • 21. http://www.flickr.com/photos/skistz/Wednesday, June 12, 13
  • 22. Content inventoryWednesday, June 12, 13
  • 23. Wednesday, June 12, 13
  • 24. Wednesday, June 12, 13
  • 25. Wednesday, June 12, 13
  • 26. Wednesday, June 12, 13
  • 27. http://www.flickr.com/photos/remysharp/Wednesday, June 12, 13
  • 28. Wednesday, June 12, 13
  • 29. •Comprehensive view•Analysis•Review cycle•Access controlWednesday, June 12, 13
  • 30. Wednesday, June 12, 13
  • 31. creekcontent.com/matrix.pdf• Index number [You create]• Where available [Website, socialmedia, print, etc.]• Dates [Due date, live date,review date, expiration date,etc.]• Staff [Owner, writer, reviewer,approver, etc.]• URL [if applicable]• Headline• Content summary [or content ifshort]• If page-based: Navigationinformation• Template• Supplements [Image, audio,video, PDF, etc.]• Sharing/other tools available• Analytics• If audio or video: File type,length, file size, format• If image: File type, dimensions,file size• If PDF: File size• Restricted to certain audience?• If public: SEO information:Browser title, keywords• And more!Wednesday, June 12, 13
  • 32. Style guide?Talking points?Wednesday, June 12, 13
  • 33. Traffic?Leads?Sales?Sentiment?Wednesday, June 12, 13
  • 34. http://www.flickr.com/photos/kojotomoto/Wednesday, June 12, 13
  • 35. Wednesday, June 12, 13
  • 36. Wednesday, June 12, 13
  • 37. Wednesday, June 12, 13
  • 38. Content marketing metricsA  Field  Guide  to  the  4  Types  of  Content  MarkeKng  MetricshLp://www.slideshare.net/jaybaer/a-­‐field-­‐guide-­‐to-­‐the-­‐4-­‐types-­‐of-­‐content-­‐markeKng-­‐metricsWednesday, June 12, 13
  • 39. Content marketing research2012  In-­‐House  Counsel  New  Media  Engagement  SurveyhLp://www.greentarget.com/wp-­‐content/uploads/2012/01/2012GTZGICSurveyReportFinal-­‐WebsiteVersion.pdfWednesday, June 12, 13
  • 40. Content Marketing InstitutehLp://contentmarkeKnginsKtute.comWednesday, June 12, 13
  • 41. Laura CreekmorehLp://creekcontent.comhLp://slideshare.net/lauracreekmorelaura@creekcontent.com  @lauracreekmoreWednesday, June 12, 13