3. Agenda
• The Content Merchandising Idea and Relevance
• Inside the Mind of a Retailer
• Inspirations from the World of Retail Merchandising
• Inspirations from the World of Online Merchandising
• Example for Law Firms
• Getting Started
4. The Idea Behind Content Merchandising
Hello My Name Is
+ Julie Smith
In-Store Marketer
11. Insights from a Retail Merchandiser
• Structuring the Store to Sell: Hot items, Basics & Sales
• Creating a Head to Toe Look & Sell More
• Knowing What Sells: Regionalization & buyers
• Innovation & Inspiration: Cutting-Edge Products
12. Ideas for Law Firms: Breakdown Aisles
Aisles of “content” with no cross-merchandising strategy
15. A Few Thoughts About Analytics
• Retailers focused on maximizing sales
– Numbers guide store merchandising decisions
• Positioning in store, distribution in region
– Numbers also guide future investment and distribution
– But this is always balanced with forward-thinking
• Introducing untested fresh ideas, new looks (Europe trips)
• For law firms
– Analyze true “sales”
• Use billings to figure out which areas are hot and which need more “front of store
attention”
– Use website analytics to understand what is getting traction on your website
• Use that knowledge to package content and seize “trend” opportunities
– Know how to sell the content
• Public interest/people stories often most effective (see yourself wearing that)
– Build business cases and plans based on analysis and fact
• This helps keep decisions objective
– But balance this with forward-thinking
• What are you seeing in the marketplace that your clients haven’t seen yet?
60. How to Get Started
• Understand the needs of your audience
• Review your analytics
• Map out your current content
• Plan for future content needs
• Always consider cross-sell opportunities
• Think about grabbing the attention of reader
• Include a call to action
• Keep an eye out for what’s next
Inspired by: business2community.com
