Content Marketingfor Law Firms@lauracreekmoreWednesday, June 12, 13
“Content marketing’s purpose is toattract and retain customers byconsistently creating and curatingrelevant and valuable c...
Know whatyou want to sayhttp://www.flickr.com/photos/garryknight/Wednesday, June 12, 13
NOWednesday, June 12, 13
Wednesday, June 12, 13
It’s notabout you.Wednesday, June 12, 13
Know what theywant to hearhttp://www.flickr.com/photos/pamelav/Wednesday, June 12, 13
http://www.flickr.com/photos/deizans/Wednesday, June 12, 13
Wednesday, June 12, 13
The	  User	  Is	  Always	  Rightby	  Steve	  MulderA	  Project	  Guide	  to	  UX	  Designby	  Russ	  Unger	  and	  Carolyn...
Photo by http://www.flickr.com/photos/rhysasplundh/-Know your audienceWednesday, June 12, 13
Know your contenthttp://www.flickr.com/photos/joeshlabotnik/Wednesday, June 12, 13
✓Blogs✘Bad blog habitsWednesday, June 12, 13
✘ Writing foryourself✘ Untimely✘ Obscure languagehttp://www.stemlegal.com/strategyblog/2012/the-4-frequent-flaws-of-law-firm...
Where to beginWednesday, June 12, 13
Name your systemsWednesday, June 12, 13
Where’s the mismatch?http://www.flickr.com/photos/33671002@N00/Wednesday, June 12, 13
Your content lives herehttp://www.flickr.com/photos/rabsteen/Wednesday, June 12, 13
•Comprehensive view•Analysis•Review cycle•Access controlWednesday, June 12, 13
http://www.flickr.com/photos/macchianera/Wednesday, June 12, 13
http://www.flickr.com/photos/skistz/Wednesday, June 12, 13
Content inventoryWednesday, June 12, 13
Wednesday, June 12, 13
Wednesday, June 12, 13
Wednesday, June 12, 13
Wednesday, June 12, 13
http://www.flickr.com/photos/remysharp/Wednesday, June 12, 13
Wednesday, June 12, 13
•Comprehensive view•Analysis•Review cycle•Access controlWednesday, June 12, 13
Wednesday, June 12, 13
creekcontent.com/matrix.pdf• Index number [You create]• Where available [Website, socialmedia, print, etc.]• Dates [Due da...
Style guide?Talking points?Wednesday, June 12, 13
Traffic?Leads?Sales?Sentiment?Wednesday, June 12, 13
http://www.flickr.com/photos/kojotomoto/Wednesday, June 12, 13
Wednesday, June 12, 13
Wednesday, June 12, 13
Wednesday, June 12, 13
Content marketing metricsA	  Field	  Guide	  to	  the	  4	  Types	  of	  Content	  MarkeKng	  MetricshLp://www.slideshare....
Content marketing research2012	  In-­‐House	  Counsel	  New	  Media	  Engagement	  SurveyhLp://www.greentarget.com/wp-­‐co...
Content Marketing InstitutehLp://contentmarkeKnginsKtute.comWednesday, June 12, 13
Laura CreekmorehLp://creekcontent.comhLp://slideshare.net/lauracreekmorelaura@creekcontent.com	  @lauracreekmoreWednesday,...
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Content Marketing for Legal Firms

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Presentation for the Legal Marketing Association in Birmingham, AL.

Published in: Business, Technology
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Transcript of "Content Marketing for Legal Firms"

  1. 1. Content Marketingfor Law Firms@lauracreekmoreWednesday, June 12, 13
  2. 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. 3. Know whatyou want to sayhttp://www.flickr.com/photos/garryknight/Wednesday, June 12, 13
  4. 4. NOWednesday, June 12, 13
  5. 5. Wednesday, June 12, 13
  6. 6. It’s notabout you.Wednesday, June 12, 13
  7. 7. Know what theywant to hearhttp://www.flickr.com/photos/pamelav/Wednesday, June 12, 13
  8. 8. http://www.flickr.com/photos/deizans/Wednesday, June 12, 13
  9. 9. Wednesday, June 12, 13
  10. 10. The  User  Is  Always  Rightby  Steve  MulderA  Project  Guide  to  UX  Designby  Russ  Unger  and  Carolyn  ChandlerPersona BooksWednesday, June 12, 13
  11. 11. Photo by http://www.flickr.com/photos/rhysasplundh/-Know your audienceWednesday, June 12, 13
  12. 12. Know your contenthttp://www.flickr.com/photos/joeshlabotnik/Wednesday, June 12, 13
  13. 13. ✓Blogs✘Bad blog habitsWednesday, June 12, 13
  14. 14. ✘ Writing foryourself✘ Untimely✘ Obscure languagehttp://www.stemlegal.com/strategyblog/2012/the-4-frequent-flaws-of-law-firm-content/Wednesday, June 12, 13
  15. 15. Where to beginWednesday, June 12, 13
  16. 16. Name your systemsWednesday, June 12, 13
  17. 17. Where’s the mismatch?http://www.flickr.com/photos/33671002@N00/Wednesday, June 12, 13
  18. 18. Your content lives herehttp://www.flickr.com/photos/rabsteen/Wednesday, June 12, 13
  19. 19. •Comprehensive view•Analysis•Review cycle•Access controlWednesday, June 12, 13
  20. 20. http://www.flickr.com/photos/macchianera/Wednesday, June 12, 13
  21. 21. http://www.flickr.com/photos/skistz/Wednesday, June 12, 13
  22. 22. Content inventoryWednesday, June 12, 13
  23. 23. Wednesday, June 12, 13
  24. 24. Wednesday, June 12, 13
  25. 25. Wednesday, June 12, 13
  26. 26. Wednesday, June 12, 13
  27. 27. http://www.flickr.com/photos/remysharp/Wednesday, June 12, 13
  28. 28. Wednesday, June 12, 13
  29. 29. •Comprehensive view•Analysis•Review cycle•Access controlWednesday, June 12, 13
  30. 30. Wednesday, June 12, 13
  31. 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. 32. Style guide?Talking points?Wednesday, June 12, 13
  33. 33. Traffic?Leads?Sales?Sentiment?Wednesday, June 12, 13
  34. 34. http://www.flickr.com/photos/kojotomoto/Wednesday, June 12, 13
  35. 35. Wednesday, June 12, 13
  36. 36. Wednesday, June 12, 13
  37. 37. Wednesday, June 12, 13
  38. 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. 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. 40. Content Marketing InstitutehLp://contentmarkeKnginsKtute.comWednesday, June 12, 13
  41. 41. Laura CreekmorehLp://creekcontent.comhLp://slideshare.net/lauracreekmorelaura@creekcontent.com  @lauracreekmoreWednesday, June 12, 13

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