National Law Review Baltimore LMA Content Marketing Feb 2014


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The term “Content Marketing “ yields 4,410,000 results in Google. The explosion in thought leadership marketing presents a unique opportunity for law firms - but what are legal consumers interested in reading and why? What role can thought leadership play in the retention of a law firm? What resources are available to your firm in order to generate a steady, usable stream of new content for your thought leadership? Once you invest in generating compelling content – how do you get it in front of folks who influence the decision to retain a law firm?

Addressing a major trend in professional services marketing, this program does a 360 degree examination of thought leadership from the view point of the legal consumer, the professional writing the content and third party platforms who publish thought leadership. Recent articles published by law firms will be examined to see what resonates (and what doesn’t) with legal consumers, law firms and third party publishers.

Jennifer Schaller is the co-founder and Managing Director of the National Law Review on-line edition, one of the highest volume business law websites in the U.S. In her role at the National Law Review, Jennifer has unique access to the readership metrics of 1,000’s of thought leadership pieces published by firms from across the country. Jennifer is also a former in-house attorney at CNA Insurance who was directly responsible for hiring law firms, and a marketing executive at the Aon Corporation, a Fortune 500 professional services firm. Jennifer started her legal career as an associate attorney at a 100+ attorney law firm and produced her practice group’s newsletter as a part of her duties.

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  • Coke billboard on interstate / thought leadership a piece / working out need to do regularly – redefine target audience for content (other than gen counsel) – image content projects (crappy late no thought in thought leadership) people producing content plant seeds
  • Law firm blogs growing like crazy – but how do you stand out – how do you come up with good content
  • 2 kiosks – pop up articles in 4 months both picked up by specialty retail report – but readership includes major retail companies, and three larger cities around where firm is located
  • Ok amount of traffic but direct link from IN Sec of State website announcing UCC change to your article – 88% of the click to this article come from the sec of state website
  • Initially ranked very high in GooleVery Detailed Article about text books overseas cheaply being send to us to resell -many clicks from educational institutions
  • Educate atty on broader target market example of doughinkle, don’t hire if annoyed in past, law student writing contest – 5 have articles on the firm web site
  • Too long in content – links also googd for SEO do series example of int’l law on ip, briefs in litigation state of law or applicable law – use this – very specific audient but they are your buyers
  • Late publishing, national in scope, adds no comment, ½ of content pimps to read their blog and to come back later
  • 1st rank in google still from 2013 post, local take on national issue for a large regional law firm
  • Law firms not pro news service, can irritate followers if not consistent, people will be mad if they click on bad stuff – Google Keywords many blocked but still good info avail
  • From Russia With Love –regional law firm Known for healthcare
  • Key Words & Hook Title front load important words, url gets cut after about 65 characters
  • Hummingbird – looking for stuff asking questions 1st rank in google answering a ? / Quickly posted articles / Taxes / Marriages – teaser text
  • Use terms people will search for – don’t start with how do you?? / key words / questions can get you a sexy hook 1startlc great traffic but will it get you business and reach your target market??
  • If your content marketing – learn from regular media – helps quells about cost to produce content
  • Can miss news cycles due to turn around time, back and forth logos headshots time & cost, In PDF, Print only, Log-in to read
  • Articles on DUI if your business law, forms –pleading – higher traffic volume but from who / self service may skew traffic volume with hummingbird – posting content other places ok if you can tie it to your identity – penalized if you post a low reputation places
  • National Law Review Baltimore LMA Content Marketing Feb 2014

    1. 1. What Works For:  Legal Consumers  Law Firms and  Publishers
    2. 2. Manage expectations. Begin with the end in mind.
    3. 3. • 51% growth in law firm blogs over the last 4 years • There are an estimated 40,000- 50,000 legal blogs 0 5 10 15 20 25 30 2010 2011 2012 2013 Percent of U.S. Law Firms with Blogs Source: Above the Law January 2014
    4. 4.  75% of legal consumers use the internet to find lawyers and to research lawyers  76% of corporate attorneys consider the usefulness of a law firm blog as a factor when deciding which firm to retain Source Greentarget Global In-House Attorney Survey 2013 - ABA 2012 Survey Corporate Attorneys: • 66% use LinkedIn weekly • 65% consult Wikipedia
    5. 5.  39.1% of attorneys had a client hire them as a result of their legal blog  This rises to 53.3 % for solos and to 50% of attorneys in firms of 2-9 attorneys Source Greentarget Global In-House Attorney Survey 2013 - ABA 2012 Survey Corporate Attorneys: • 53% read business publications on their smartphones
    6. 6.  Niche, Good Pick Ups, Not a Huge Number of Reads…but readers from:  Walmart, Crate & Barrel, Safeway, E-Bay, Josten Jewelers, Exclusively Diamonds, B of A  Cities of Madison, Stevens Point, Rockford • Communicate to stakeholders more than just raw readership numbers Source: Google
    7. 7.  Geographic-Specific News, Great Pick Up, Average Number of Reads…  88% of traffic clicks from the Indiana Secretary of State’s website • Often, Bar Associations & Government Agencies pick up content from 3rd parties rather than directly from law firms’ sites Source: Google
    8. 8.  National – International Topic, Huge Number of Reads…  Most traffic clicks from Facebook, Reddit, blog comments, educational institutions • The Average length for article on page 1 of Google is 2,000+ words Source: QuickSprout
    9. 9.  Go Deep:  a law department  within a company  within an industry  In house attorneys generally are generalists  Professional & School relationships  Karma  Play long ball & go wide • Over 70% of business to business content is not consumed by the intended audience Source: Findlaw In-House Blog & Meg Charendoff
    10. 10.  Go Deep – legal analysis  Do a series and link together  Add Value  Deep Sources of content  Applicable Law Section of Briefs  Build upon Regulatory Updates • Direct correlation between word count and the number of backlinks Source: Google, Moz & QuickSprout
    11. 11. • Be quick to get social media or other news links • Add value; add analysis  Legal News Reporting an event
    12. 12.  Legal News Reporting an event • Tough to rank high for news in a crowded market • Local take on national events
    13. 13.  If you want to chase news:  Be Very Quick  Do What You Know  Add Value  Google Trends and Cross with your Google Keywords  Gov. Agency Press Releases & Court Filings (not yours) Google: • 70-90% clicks page 1 • 73% don’t go to page 2 Source: Google & QuickSprout
    14. 14.  Lead with Important Words, established for topic, fresh content, page rank • Search results influenced by terms on websites, the freshness of content, your region and PageRank Source: Google
    15. 15.  Over 65 characters gets cut – key words first then hook  If established for topic more leeway with title • Abbreviate then end with full agency names • Assume a National audience; include jurisdiction Source QuickSprout , & National Law Forum
    16. 16. • Lead with most important words • Don’t overstuff with keywords Source: Meta.Stackoverflow
    17. 17. • Don’t start with “How do I…”. • Questions are a good way to get a hook Source: Meta.Stackoverflow Show Me the Money: When Can I Expect my Tax Refund? Reefer Madness? More States Likely to Legalize Recreational Marijuana; More Challenges for Employers Re-syndicated to’s Employment Blog Lyondell: Is the Safe Harbor Closed to Former Shareholders of LBOs (Leveraged Buyouts)? State of Play – Is 2014 the Year of Internet Gaming?
    18. 18. Biggest Challenge: • Lack of time and resources to produce content Top Five Content Marketing Tactics “Content marketing is about delivering the content your audience is seeking in all the places they are searching for it.” Content Marketing Insitute Quote- Michael Brenner, B2B Marketing Insider
    19. 19. 60 Minutes Most successful broadcast in TV history How many folks watch at 7pm on Sunday? On airplanes, kid versions, see clips on other news shows… Meet the Press 66th Season on TV Airs 3 times 1st day CNBC, MSNBC, Podcasts, Sirius, Dial Global, C-Span Radio
    20. 20. Turn around time, type and volume of traffic Alexa - Amazon, Quantcast Barriers for access to your content both by readers, potential linkers and search engines Loss of use by firm, firm branding, any analytics back on readership
    21. 21. Type of content accepted, self service site, content vetted – quality is king. Physical barriers to access content, format of content, SEO barriers to access content. Do they know your market, geography, alliance partnerships.
    22. 22. The National Law Review Jennifer B. Schaller, Esq. Managing Director (708) 207-1006 Legal Analysis. Expertly Written. Quickly Found.