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Content Marketing & Online Best Practices for Law Firms to Attract New Clients
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Content Marketing & Online Best Practices for Law Firms to Attract New Clients

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By Scott Mozarsky - Executive Vice President & Global CCO of PR Newswire

By Scott Mozarsky - Executive Vice President & Global CCO of PR Newswire

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  • About me… die-hard rangers/mets/jets fansManic associate at a law firmCompany picSomebody sellingUnique perspective
  • Many of you are familiar with PR Newswire as being one of the leading distributors of press release content for the last 50+ years. However over the last 10-15 years PR Newswire has morphed into one of the largest content syndication companies in the world. While PR Newswire’s goal is to help companies amplify their stories to make content visible and engage their audiences, I’m not here to talk about PR Newswire services today. At the heart, PR Newswire is interested in driving growth and winning customers/clientsjust like many of you. We have embraced content marketing over the last 2-3 years in order to reach our target marketers. Today we are focusing on how law firms can leverage those trends, what we’ve observed, and what has worked for us.
  • Now let’s talk how this relates to law firms. Law firms have a significant amount of great content, but they tend not to optimize it. They tend to only syndicate to known audiences. It often can be too high brow and not actionable. So our focus today is on how law firms can get the most out of their content marketing efforts as well as some other related best practices. Clearly there are a lot of challenges. Small budgets. Control issues re social media, etc. Bandwidth. Getting associates and partners to free up time to write, but firms can do content marketing in a cost efficient and functional way and it will get them a lot more benefit than buying ads in ALM publications or a column in the NY Law Journal.
  • It is critical that a firm - engage in thought leadership activities online.  Publish articles, white papers, webinars, short videos, etc. that address the questions and concerns your potential customers may have, and that build credibility with this audience.  Law firms do a decent job of this, but the problem is that a significant part of the universe to which the relevant firm is marketing itself will never see this content.  That is because a very large majority of the content that law firms create is placed on their website and maybe distributed to their email lists (i.e. a known audience).  In order to successfully drive more leads and clients, firms need to amplify what they are doing to their known audiences by distributing their content throughout earned, paid and owned media. Email, broadcast and print advertising can be effective, but they are that much more effective when the relevant content is distributed to numerous other relevant sites online.  This makes the content more discoverable.INTERESTING, VALUABLE, ENGAGING AND CREATIVE CONTENT.
  • Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency.  The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
  • More advanced/sophisticated content strategies should map to “desired outcome” Depending on the situation, you can’t just throw a proposal at a client. Need to nurture them.
  • Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization.  Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise.  Content should include specific ‘Calls to Action’ – Whether the “Calls to Action” are focused on sharing the content or asking the audience to provide you with information in exchange for the content or lead to an immediate sales opportunity, CTAs are critical to measuring the results of your content marketing efforts. If you have a benchmark like State Farm did, you can measure against that. Content has to be easily found by your audience - Search engines and social networks play a huge role in the ability to drive content marketing, but so does syndication. When your content is visible on websites that your audiences rely on for information, the content is credible.
  • We’re entered the era of more interactive, two-way communication between consumer and brand across all media. Companies must provide value and engage customers in meaningful and exciting ways in order to gain their trust.
  • Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable. Great to create a content strategy and editorial calendar and to have someone manage it, but even if you don’t, you can still be an effective content marketer.
  • 1. Keep it real. Make your attorneys more approachable by showing their human sides. Don’t script the video; come prepared with a list of questions and record the natural answers that follow. Prep your subject and make sure he/she understands that honesty and approachability are paramount.2. Make it short and sweet. No one will watch an epic video on your law firm (unless it has an extremely compelling story, of course). Keep your videos short and to the point—no longer than a minute if you can fit everything in. That way, you’ll keep your viewer’s attention in that short window.3. Record more than you need. You’ve heard of the cutting room floor. Now, it’s time to put your producer’s cap on and use it. Always record more material than you could possibly use in a video. That way, you can trim the fat and have plenty of valuable content left over.4. Represent your brand.If you’ve developed a unique voice to match your brand identity, make sure your videos align with
  • Rapid pace of high quality content creation. Get everyone to contribute. Get senior and powerful partners blogging or in front of a camera. Not just marketing. Lawyers are great assets. Set guidelines and Marketing can edit. Encourage different content forms. use numbers to communicate the impact it has on your business.Its much more concrete to communicate that a blog post generated 500 page views, 20 inbound links, 3 new leads - one of which is poised to close this week - than to say, "Fred wrote a really interesting blog post last month."If staff members can see for themselves how their content is directly contributing to important company goals, like hitting marketing's leads goal, or sales hitting their quota, you can bet people will be much more interested in creating content. It's a good feeling.
  • Bringing customer voice into content… this will also help get your content seen in future searches (as you’re incorporating terms and keywords that your audience is using)
  • Take a look at the video on this law firm website (believe its one of the Martindale ones). Does anyone really think a video of lawyers standing around talking at each other, a framed certificate of admission to the Supreme Court, what looks to be an yellow page ad, and some newspaper headlines is going to incent clients to call them? Some tips: Know your audience1. It's very slickly produced. In my opinion, I'm not sure I believe the guy speaking. It's way too slick on "markety" 2. The video doesn't really have much personality. 3. It doesn't really answer the question in a clear way. 4. If this was really good content marketing, it would be clear what someone should do after watching the video. Right now it flashes a website that is basically an "about the corporate practice page". This should lead to some additional content on the subject. 5. Besides just call to action, ask yourself if this is content that someone would want to share with another audience.....and then actually try to share it. In this case, you actually can't share the video at all. It can't be embedded somewhere else. It can be posted on social media directly. It can't even be emailed. The only way to share this content is by that long URL.
  • Trust today is so important especially online. Trust is the ultimate goal because once your audience trusts you and your content they will keep coming back. This means that you have to have reliable content on a regular basis, and that content has to delight your audience on a regular basis. So, think closely and really determine whether your audience will go with you on your content journey if you start to veer off path, because once you do veer off your path your audience may not come back....at least not as often as you might like.
  • A law firm’s website serves two purposes.Find information about the firm Hub of a firm’s marketing activities. Pull in aggregated content. Multimedia = more engagement>Any marketer will tell you that your target audiences will spend more time on your site and click more often if your site contains multimedia elements, such as videos, photos and charts. Sadly, many law firm sites do not contain any of these elements (other than pictures of lawyers).  Brandstreaming>Blend the About Us section of your website with your News & Events content to differentiate your firm from competitors while building authority and goodwill with your audience
  • http://www.allenmatkins.com/
  • A law firm’s website serves two purposes.Find information about the firm Hub of a firm’s marketing activities.  Multimedia = more engagement>Any marketer will tell you that your target audiences will spend more time on your site and click more often if your site contains multimedia elements, such as videos, photos and charts. Sadly, many law firm sites do not contain any of these elements (other than pictures of lawyers).  Brandstreaming>Blend the About Us section of your website with your News & Events content to differentiate your firm from competitors while building authority and goodwill with your audience
  • One of the biggest benefits of publishing the content and fostering the interactions mentioned above is the fact that these activities can have a powerful impact on your web site’s organic search rank.   Providing fresh and current information gives search engines incentive to come back to your site repeatedly, and social interactions send potent signals to the search engines indicating people are finding the content useful.  Because the majority of internet searchers choose to click on organic links rather than sponsored ads within their search results,  it is easy to see why getting your firm onto the first page of search results is important.
  • Bloggers and journalists produce content for communities that follow them own a small piece or real estate online that is trafficked by interested parties.  Engageinfluencers to “rent” a portion of this real Using a credible third-party distribution service helps because journalists and bloggers need content and are more likely to use content from a reliable source.  Another tactic is to use platforms that get experts (i.e. attorneys) quoted by relevant journalists and bloggers.
  •   Another tactic is to use platforms that get experts (i.e. attorneys) quoted by relevant journalists and bloggers.which lead to having your content create influence by actually creating content that your influencer peer network would want to share.
  • Like most lawyers, I have control issues.  Giving up control by posting something in social media can be scary.  That said, more and more firms are doing it, especially to establish their attorneys as thought leaders.  Your clients and potential clients are on LinkedIn, Twitter and Facebook and social media is often the best way to engage with them and establish yourself as the go to person on a topic.  There are many ways to increase your followers on social networks.Sharing among your core key influential audiences is today one of the (if not the #1) form of earned media today. For the legal world, it's not just about getting quoted in the NY Times and on networks, but it's the recommendations that come and get passed along when someone goes online via Twitter, LinkedIn, Facebook and suggest that they are looking for help on a matter. This matters when a start up just gets VC funding and the VC suggests that they work with one of the follow attorneys or firms because..... and then the start up starts to do the research on their own. If that law firm doesn't look the part that they understand the business / culture, then they are likely to get passed over.
  • The big issue/push back is balancing risk/reward in an online environment.  Lawyers are control freaks and the more you push out, the less you own.  I think it’s important to weave into remarks. 
  • A firm can link to an expert profile, a white paper, an event registration page or their own website.
  • Clearly this isn’t only picked up in full form on the Yahoo! Site, but journalists and bloggers are grabbing it and writing about it.
  • >Because of the mentions of the National Suit Drive on social media, Men’s Wearhouse was able to donate an additional $25,000 to the cause.
  • Whether it be a key Supreme Court decision or some other event, things are happening every day that provide an opportunity for a firm to share its perspective and expertise.  We have seen many firms jump in on issues such as Obamacare, new tax laws, the fiscal cliff, gun control, etc.  By engaging in newsjacking, the firm is able to draft off of an event to accelerate its Marketing efforts and drive more leads.  And the beauty of this is that so long as the quality of the content is high, a small firm can be just as effective as a large firm.
  • Whether it be a key Supreme Court decision or some other event, things are happening every day that provide an opportunity for a firm to share its perspective and expertise.  We have seen many firms jump in on issues such as Obamacare, new tax laws, the fiscal cliff, gun control, etc.  By engaging in newsjacking, the firm is able to draft off of an event to accelerate its Marketing efforts and drive more leads.  And the beauty of this is that so long as the quality of the content is high, a small firm can be just as effective as a large firm.
  • The Dodd-Frank legislation regarding derivatives and swaps is getting alot of play in the news this week and leading to alot of debate. See: http://dealbook.nytimes.com/2012/02/23/regulators-adopt-new-derivatives-rules/LeClair Ryan (a New Jersey firm) did at: http://www.prnewswire.com/news-releases-test/new-rules-on-swaps-create-burdens-for-energy-cos-attorney-says-140292753.htmlTalk about great results, despite a tremendous amount of coverage, if you search for Dodd-Frank on Google, our release through Marketwatch comes up second. By joining the conversation and positioning itself as an expert, a firm can drive visibility and clients.

Content Marketing & Online Best Practices for Law Firms to Attract New Clients Content Marketing & Online Best Practices for Law Firms to Attract New Clients Presentation Transcript

  • CONTENT MARKETING & ONLINEBEST PRACTICES FOR LAW FIRMSTO ATTRACT NEW CLIENTSSCOTT MOZARSKYExecutive Vice President & GlobalChief Commercial Officer, PR Newswire
  • 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
  • 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
  • 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.
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyCONTENT MARKETING1
  • 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.
  • 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
  • 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
  • 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
  • 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.
  • 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
  • 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]
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky1A. CREATING QUALITY CONTENTAT YOUR FIRM
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyI am here withreturning thestipulation to dismissin the above entitledmatter; the samebeing duly executedby me.?
  • 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!!!?
  • 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.?
  • 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
  • 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
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • 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 breakingnews, avoid dates or other timelyreferencesKeep 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 withplanning, execution and post-production
  • 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/
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyYOUR WEBSITE2
  • 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.
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • 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 thiscontent, share it and comment onit, conversation around your brand beginsto reverberate throughout the socialecosystem.
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • 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
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyINFLUENCER ENGAGEMENT3
  • 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.
  • 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
  • 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.
  • 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
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyCONTENT SYNDICATION4
  • 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
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyLINK TO WEBSITE
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyLINK TO PAPER
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky
  • 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
  • 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
  • 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
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarskyNEWSJACKING5
  • 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
  • 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
  • May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New ClientsSCOTT MOZARSKY@smozarsky