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Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
Content Marketing Best Practices for Law Firms to Attract New Clients  - BDI 5/9/13 Social Media Marketing Summit for Law Firms
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Content Marketing Best Practices for Law Firms to Attract New Clients - BDI 5/9/13 Social Media Marketing Summit for Law Firms

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Case Study: Content Marketing Best Practices for Law Firms to Attract New Clients …

Case Study: Content Marketing Best Practices for Law Firms to Attract New Clients
Law firms are finding the importance of developing and publishing original content to optimize their online marketing efforts. With the need to expand their online presence comes certain hurdles that come along with emerging technologies in communications today. Learn best practices to leverage the tools available to firms to drive business through the use of multiple channels to syndicate content and multimedia elements to fuel discovery, reach new audiences, and keep current audiences engaged.
Presented by: Scott Mozarsky, Executive Vice President, Global Chief Commercial Officer, PR Newswire

www.bdionline.com

Published in: Business
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  • 1. CONTENT MARKETING & ONLINEBEST PRACTICES FOR LAW FIRMSTO ATTRACT NEW CLIENTSSCOTT MOZARSKYExecutive Vice President & GlobalChief Commercial Officer, PR Newswire
  • 2. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyA little about me..7 years as an M&A associate at twomultinational law firms6 years working with law firms asGeneral Counsel and Head of M&Afor a large media group.Currently in charge of commercialorganization at PR Newswire
  • 3. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyScott.Mozarsky@prnewswire.com@smozarskySCOTT MOZARSKYExecutive Vice President &Global Chief Commercial Officer,PR Newswire
  • 4. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyPR Newswire is the global leaderin innovative communicationsand marketing services,enabling organizations toconnect and engage with theirtarget audiences worldwide.
  • 5. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • 6. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyCONTENT MARKETING1
  • 7. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyCONTENT MARKETING:The creation and sharing of high quality, valuablecontent by the brand to engage current &potential audience and influencers.
  • 8. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyThe value exchangeLAW FIRMCurrency = ContentAUDIENCECurrency = Personal InfoJane Smithjane.smith@xyz.com555-555-5555CEO, XYZ Corp.The firm continuously deliversrelevant content & establishesits worth to the audienceThe audience trusts the firmenough to identify themselves &grant permission for engagement
  • 9. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyMap your content to theclient’s buying process
  • 10. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyWhat that looks like…AWARENESS• Ads• Press releases• Establishing Experts• Social mediaPREFERENCE• Case studies• TestimonialsCONSIDERATION• Blog posts• White papers• Articles• Webinars10CHOICE• Consultation• Out reach
  • 11. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyNot so very long ago…Traditional methods worked independently to informclientsthrough EARNED and PAID media.
  • 12. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyContent drives them allOWNEDMEDIAEARNEDMEDIAPAIDMEDIASOCIAL + SEARCH + MOBILEA brand pays toplace ad or contentin a channel todrive conversationforward.Publicity gainedthrough influencerpromotion,including shares,likes & tweets.Brand publishedcontent to driveearned media andsustain buzzaround brand.• Advertising• Events• Direct Marketing• Press pickup• Blog mention• Social sharing• Word of mouth• Company blogs• Company website• Company socialaccounts
  • 13. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyIDENTIFY & TARGETPROMOTE &SYNDICATECREATE, CURATE &OPTIMIZE CONTENTLISTEN, ANALYZEMEASURES &STRATEGIZEENGAGE & INTERACTLINKS FROM SOCIALboost search rankings, so getyour message shared [1] [2]
  • 14. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky1A. CREATING QUALITY CONTENTAT YOUR FIRM
  • 15. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyI am herewithreturning thestipulation to dismissin the above entitledmatter; the samebeing duly executedby me.?
  • 16. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyI am way too busyto draft an article orwhite paper. I need toget to 3,000 billablehours a year!!!?
  • 17. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyI can’t generatea blog post abouttoday’s news. It takestime. I need to checkcitations, proofreadand have a fewpeople internallyreview it.?
  • 18. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyHow to Create a Content Culture at Your FirmEncourage Content InDifferent FormatsBlogs, Videos, Infographics,White Papers, Slideshows, DataPlay to Their EgosLawyers have large egos;producing content establishesthem as a thought leaderPlay to Their WalletsShare data with attorneysregarding the ROI associatedwith content marketingUnleash Their Competitive SpiritLawyers don’t like to loseOutsource Content ProductionAbundance of available specialistsand content marketing platformsMake It EasyLawyers like to draft using forms fromprior work; the same can be used forcontent marketing purposes
  • 19. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyAdding the client’s voice into contentIt starts with LISTENINGClientFAQsWhat questions do yourpartners and associateshear most often?IncomingSearch TermsWhat are the mostpopular keywords &phrases bringingsearchers to your site?Social MediaChannels• Twitter hashtags #• LinkedIn groups• Relevant blogs• Anywhere your audienceis talking
  • 20. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • 21. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky8 tips for creating great web videosKnow your audienceDefine who you want to watchyour videoKeep it simpleThe most effective messagesare easy to understandChoose a formatNews style, how-to or corporate“Evergreen” for longevityUnless you’re covering breaking news,avoid dates or other timely referencesKeep it briefConsider breaking anything over3 minutes into smaller segmentsBe creative & engagingUse familiar language andscenarios; don’t over-scriptProvide a clear call to actionMake it clear what you want youraudience to do after watchingHire a production professionalThey can help you with planning,execution and post-production
  • 22. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyPublish a steadystream of contentKeep it relevant& interestingTRUST RELIABILITY DELIGHTAdapted via: http://danspira.com/2011/09/10/make-room-for-follow-through/
  • 23. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyYOUR WEBSITE2
  • 24. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyAudiences will spend more time on your site- and click more often - if it contains multimediaelements such as videos, photos and charts.
  • 25. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • 26. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyBRAND STREAMING:A continual flow of new content by a brandto differentiate from competitors, attract newaudiences, and build authority & goodwillwith these audiences.And as audiences pick up this content,share it and comment on it, conversationaround your brand begins to reverberatethroughout the social ecosystem.
  • 27. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • 28. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyPublishing content and fostering its interaction canhave a powerful impact on your site’s organic search rankSocial interactions withyour content sends potentsignals to search enginesindicating that people arefinding it usefulGETSOCIALOffering fresh andcurrent information givessearch engines incentive tocome back to your siterepeatedlyKEEP ITFRESH
  • 29. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyINFLUENCER ENGAGEMENT3
  • 30. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyThere arejournalists &bloggers beingfollowed by thespecific audiencesyou want to reach.Target theseinfluencersto get yourcontent to theiraudiences.
  • 31. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyEstablish expert profiles for your attorneys on platformsthat can get them interviewed and quoted by relevantjournalists and bloggers.EXPERTTax LawEXPERTCriminal LawEXPERTImmigration Law
  • 32. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyYour clients and potential clients are there,so engage with them and establish yourattorneys as the authorities on relevanttopics.
  • 33. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky1) Display socialmedia accountson homepage2) Prominentlyreference & link toblogs onhomepage3) Use Twitter &other accounts todrive blog traffic4) Try to tweet atleast once a day5) Post questionson Facebook &Twitter toencouragediscussion6) Be sure thatblogs focus onspecialty, nicheareas7) Importance ofLinked Incompany pages8) Short, originalYouTube videosfocused onproblem solvingKey tips forfirms leveragingsocial media
  • 34. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyCONTENT SYNDICATION4
  • 35. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyAmplify your reach through syndication to known andunknown audiencesPUSH TOAUDIENCESMOBILESOCIAL MEDIAONLINE NEWS SITES& DATABASESSEARCHENGINESCLIENTS &POTENTIAL CLIENTSMEDIAOUTLETSVIDEOPORTALSBLOGGERSJOURNALISTS
  • 36. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • 37. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyLINK TO WEBSITE
  • 38. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyLINK TO PAPER
  • 39. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • 40. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyWeb syndication results51%Visits tothe KCSAblog up by35%New visitsto the siteincreased by56%Visits tothe KCSAwebsiteincreased by
  • 41. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyMen’s Wearhouse utilized the a combination of multimedia, multipleassets, and multiple updates to power an integrated paid, ownedand earned media campaign and drive their CSR initiative; theirnational suit drive that collects gently worn clothing for thosetransitioning back into the work forceOBJECTIVES:> Secure at least 110,000 clothingdonations> Increase interaction withMultimedia content> Grow visibility and awarenessaround the National Suit Drive> Deliver high campaignImpressions without media buys> Garner traditional & social media |attention> Promote social engagement and |donations through Facebook &Twitter> Improve search visibilitysurrounding the campaignThe Increasing Sophistication of Syndication
  • 42. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky130,171 total garments collected. ARC ENGAGEMENT STATSTotal impressions through strategicmedia placements1,919,378Total video streams (views) 42,511Total landing page views 7,98895% of exit links went to the Men’s Wearhouse site400+ search queries leading to the ARC250 unique keyword searches leading to the ARCOwning a small piece of real estate on third party sitesSocial media mentions:35,536Impressions:46,212,223Facebook• 10,997 likes/comments/shares• 3,631 tab visits• 16,185,076 unique users• 35,577,116 total impressionsTwitter• Trending topic• 10,635,107 total impressions• ~10,500 retweetsAdditional $25k donated to the cause
  • 43. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyNEWSJACKING5
  • 44. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyNEWSJACKING:To publish news and othercontent that provides insightor commentary aroundtopical news conversations
  • 45. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyBe heard by new andexisting audiences followingthese conversationsEstablish your expertiseon timely topicsGet noticed by influencerslooking for expert sources
  • 46. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky

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