Repurposing with Rewards: A Lawyer's Guide to Creating Website and Social Media Content


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Attorneys are busy and often have trouble finding the time to market themselves. In this presentation, we show how one article or blog post can be shared across multiple platforms, including the law firm's website, blog, LinkedIn, Facebook and Twitter. We also show how attorneys can increase their online presence, enhance their credibility and build relationships by sharing other people's content. Presented by Kirsten Lovett and Deb Scaringi at InPractice Hartford in May 2013.

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  • It is good to look at the process a larger firm has taken for a practice group. This process has worked very well and applies to small firms and solo practitioners.
  • Repurposing with Rewards: A Lawyer's Guide to Creating Website and Social Media Content

    1. 1. Repurposing withRewards: A Guide toCreating Website andSocial Media ContentInPracticeMay 2, 2013
    2. 2. Welcome LMA New England 175 members across all six states Serving 500+ New England professionals Article, seminars, networking eventsCT City Group
    3. 3. Panelists Kirsten Lovett President, Lovett Marketing Financial Officer, LMA NE (2012) Deb Scaringi President, Scaringi Marketing Program Committee Chair, LMA NE
    4. 4. I know I need to update my websitebut… I don’t know what to write. I don’t have the time. I don’t like to write. I don’t know where to postmy news/articles.No MoreExcuses!
    5. 5. Today you will learn… Why content is KING How to create different types of content Where to post your content How to find the time Case Studies Questions
    6. 6. Google Search RankingsWhich Search Results Are Clicked On
    7. 7. How does Google ranks results?“webmasters can improve the rank of their sites bycreating high-quality sites that users will want to useand share.”
    8. 8. Content is King High-quality sites need high-quality content Create content to use on multiple sites: Websites, biography, articles, news items Blogs E-newsletters LinkedIn, Facebook, Twitter, Google+ Seminars and presentations Consumers want easy to understand, informativecontent that they can use immediately
    9. 9. How Content Helps YouCONTENTCONTENT
    10. 10. Types of Content Internal Initiatives Articles Blog posts Sponsorships Pro bono activities Firm news andannouncements Seminar materials Photos & videos Seminars & webinars External Initiatives Community & industryevents News stories Client achievements Photos & videos Other blogs Conferences
    11. 11. What Makes Good Content inGoogle’s Eyes First 150 characters using key words Variety of content Unique material Images & video Brief and concise writing style
    12. 12. Where to Post Content Website Bios Blogs E-newsletters Print copies forbrochures LinkedIn Facebook Twitter Google+ YouTube
    13. 13. Create a Content Development Plan1. Identify target audience(s)2. Select topics3. Determine resources for creating &promoting content (internal/external)4. Determine where to post content5. Create schedule for creation and posting
    14. 14. How Often Should You PostContent? Website: monthly Website Bio: at least twice a year LinkedIn and Facebook: 1-3 times per week Twitter: 1-3 per week Blogs: weekly, bi-weekly, monthlyPromptly share timely information
    15. 15. Content Development Schedule SampleSunday Monday Tuesday Wednesday Thursday Friday SaturdayWEEK 1 Post newsstoriesfrom lastweekUpdateindustryeventcalendarWEEK 2 same Legalstrategiesblog postPromoteblog post onsocial mediaWEEK 3 same FirmnewsitemPromotefirm newsitem onsocialmediaWEEK 4 same ClientsuccessstoryCongrats toclient onsocial media
    16. 16. A Case StudyContent Creation and Sharing
    17. 17. A Case Study:Creating Visibility for a Practice Retail, Restaurant & Consumer Practicewanted to show their unique qualifications toclients, prospective clients, reporters andreferral sources. Identified strengths as a multi-disciplinaryteam. Blog allows group to cover all areas related tothe retail industry.
    18. 18. A Case Study:Process for Creating Content Editorial board: responsible for topicgeneration, content development oversight,editing posts and following up with bloggers. Standards for approving posts/social mediapolicy guidelines. Quarterly brainstorm meetings for topicgeneration. Twitter as a resource for timely topicresearch.
    19. 19. A Case Study:Getting it Done Blog post criteria: 300-500 words, singletake-away points, easy to read format, nolegal advice, resources are hyperlinked. Blogger researches topic and writes the post. One person is responsible for editing the postto be sure it meets criteria. Consider a second person to confirmaccuracy of content. Post is put onto the blog.
    20. 20. Sharing is the fun part!
    21. 21. Original Blog Post
    22. 22. Shared on Twitter & LinkedIn
    23. 23. Placed on the Firm Website& Shared on Facebook
    24. 24. A Case Study: The Results Use Google Analytics to track traffic cominginto/moving out from the blog. Blog is always in the top 10 sites referringtraffic to the firm’s website. Twitter, Linked In and Facebook are in thetop 10 referring sites to the blog. Blog posts are re-tweeted by followers of thefirm’s handle. Increased followers of firm’s Linked Incompany page.
    25. 25. A Case StudySharing Content
    26. 26. Case Study: Other People’sContent Solo Practitioner California Family Law Attorney Online Presence Website Blog Twitter LinkedIn Facebook Pinterest
    27. 27. Case Study: Other People’sContent - Twitter (783 Followers)UCLA articleSomeone else’s blogNew Yorker articleSomeone else’s websiteMark’s Facebook page
    28. 28. Case Study: Other People’sContent - FacebookReusing Content from TwitterStrong FollowingTakesTime
    29. 29. Case Study: Other People’sContent - BlogThis blog postgives a verybrief overviewand refersreader to aWashingtonPost article
    30. 30. Case Study: Other People’sContent - LinkedIn1. Michael sharedan article fromInc.1. Other peoplesaw his postingand “Liked” it
    31. 31. No MoreExcuses!Let’s Get Started…
    32. 32. 1 Conference = 13 Online Postings 2 news items on your websites 3 Linked In Status Posts 3 Facebook Updates 3 Tweets (multiple tweets if live-tweeting) 2 Blog posts
    33. 33. Before Conference Post as a news item on website or blog Status update on LinkedIn page Update on Facebook page TweetInPractice, Hartford, CtMay 3, 2013InPractice is a practical management conference for law firms.Members from our firm will be attending to learn new methods to helpus serve our clients more effectively.
    34. 34. During Conference Post status update in LinkedIn Post Update on Facebook TweetAttending the InPractice Conference today in Hartford, CT.Hope to see you here. (insert link to website posting)
    35. 35. After Conference Blog Post Write a summary of one of the sessions you attend (250-300 words).Include a link to the presenters slides if available. Let the presenterknow you have posted a summary. Status Update on LinkedIn Update Facebook page TweetInPractice conference was filled with great tips I can implementtoday. (insert link to blog posting)
    36. 36. Content Sharing Success FactorsContent is KINGKnow your audienceHave a clear purposeSchedule itBe socialBe consistentPromote itReuse itIntegrate with other activities
    37. 37. Questions Kirsten Lovett @KirstenLovett Deb Scaringi @DebScaringi