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Content is still King: A look at best practices for creating and distributing quality Content - BDI 10/15 Social Media Marketing Summit for Law Firms


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Presentation: Content is still King: A look at best practices for creating and distributing quality Content
Presented by: Scott Mozarsky, President - Cross Platform Businesses , Bloomberg BNA
This session will focus on best practices for creating Content that will enable marketers to achieve strong ROI in their Content Marketing efforts. The session will also focus on the elements of a multi-faceted engagement and distribution strategy that will ensure that if you build it, they will come.

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Content is still King: A look at best practices for creating and distributing quality Content - BDI 10/15 Social Media Marketing Summit for Law Firms

  2. 2. A LITTLE ABOUT ME 8 years running Media and Information Services organizations that provide marketing services and earned media solutions
  3. 3. BLOOMBERG BNA • Bloomberg BNA is a leading source of legal, tax, regulatory, and business information for professionals. • Our network of more than 2,500 reporters, correspondents, and leading practitioners deliver expert analysis, news, practice tools, and guidance — the information that matters most to our customers. • Bloomberg BNA’s authoritative coverage spans the full range of legal practice areas, including tax & accounting, labor & employment, intellectual property, banking & securities, employee benefits, health care, privacy & data security, human resources, and environment, health & safety.
  5. 5. THE VALUE EXCHANGE LAW FIRM Currency = Content AUDIENCE Currency = Personal Info Jane Smith General Counsel XYZ Corp. A firm continuously delivers valuable content establishing its worth to the audience The audience trusts the firm enough to identify themselves & grant permission for engagement
  6. 6. CONTENT TYPES White Papers Content Videos Infographics Blogs Presentations Articles Native Advertising E-Books Newsletters Custom Research Digital Magazines
  8. 8. I am herewith returning the stipulation to dismiss in the above entitled matter; the same being duly executed by me. ?
  9. 9. I am way too busy to draft an article or white paper. I need to get to 3,000 billable hours a year!!! ?
  10. 10. I can’t generate a blog post about today’s news. It takes time. I need to check citations, proofread and have a few people internally review it. ?
  11. 11. HOW TO CREATE A CONTENT CULTURE AT YOUR FIRM Encourage Content In Different Formats Blogs, Videos, Infographics, White Papers, Slideshows, Data Play to Their Egos Lawyers have large egos; producing content establishes them as a thought leader Play to Their Wallets Share data with attorneys regarding the ROI associated with content marketing Unleash Their Competitive Spirit Lawyers don’t like to lose Outsource Content Production Abundance of available specialists and content marketing platforms Make It Easy Lawyers like to draft using forms from prior work; the same can be used for content marketing purposes
  12. 12. ADDING THE CLIENT’S VOICE INTO CONTENT It starts with LISTENING Client FAQs What questions do your partners and associates hear most often? Incoming Search Terms What are the most popular keywords & phrases bringing searchers to your site? Social Media Channels • Twitter hashtags # • LinkedIn groups • Relevant blogs • Anywhere your audience is talking
  13. 13. 8 TIPS FOR CREATING GREAT WEB VIDEOS Know your audience Define who you want to watch your video Keep it simple The most effective messages are easy to understand “Evergreen” for longevity Unless you’re covering breaking news, avoid dates or other timely references Choose a format News style, how-to or corporate Be creative & engaging Use familiar language and scenarios; don’t over-script Keep it brief Consider breaking anything over 3 minutes into smaller segments Provide a clear call to action Make it clear what you want your audience to do after watching Hire a production professional They can help you with planning, execution and post-production
  15. 15. SOME RELEVANT QUOTES • “If you build it, [they] will come” -Shoeless Joe Jackson, Field of Dreams • “Eighty Percent of Success is Just Showing Up” -Woody Allen • “ News is something somebody doesn’t want printed; all else is advertising” -William Randolph Hearst
  16. 16. YOUR TARGET AUDIENCE People You Know People You Used to Know People You Don’t Know
  17. 17. ENGAGEMENT MECHANISMS Live Events Platforms Broadcast Email Press Releases Blogs Display Advertising Display (Banners) Advertising Print Newsletters Online Communities Aggregators Search Engine Marketing Website
  18. 18. CONSISTENT MESSAGING ACROSS POE OWNED MEDIA EARNED MEDIA PAID MEDIA A brand pays to place ad or content in a channel to drive conversation SOCIAL + SEARCH + MOBILE forward. Publicity gained through influencer promotion, including shares, likes & tweets. Brand published content to drive earned media and sustain buzz around brand. • Advertising • Events • Direct Marketing • Press pickup • Blog mention • Social sharing • Word of mouth • Firm blogs • Firm website • Firm social accounts
  19. 19. MAP YOUR CONTENT TO THE CLIENT’S BUYING PROCESS AWARENESS Ads Press releases Establishing Experts Social media CONSIDERATION Blog posts White papers Articles Webinars PREFERENCE Case studies Testimonials CHOICE Consultation Out reach 22
  20. 20. 2A YOUR WEBSITE
  21. 21. Audiences will spend more time on your site - and click more often - if it contains multimedia elements such as videos, photos and charts.
  22. 22. Publishing content and fostering its interaction can have a powerful impact on your site’s organic search rank GET SOCIAL Social interactions with your content sends potent signals to search engines indicating that people are finding it useful KEEP IT FRESH Offering fresh and current information gives search engines incentive to come back to your site repeatedly
  24. 24. There are journalists & bloggers being followed by the specific audiences you want to reach. Target these influencers to get your content to their audiences.
  25. 25. LINK TO PAPER
  26. 26. NEWSJACKING: To publish news and other content that provides insight or commentary around topical news conversations
  27. 27. Establish your expertise on timely topics Be heard by new and existing audiences following these conversations Get noticed by influencers looking for expert sources
  28. 28. Establish expert profiles for your attorneys on platforms that can get them interviewed and quoted by relevant journalists and bloggers. EXPERT Tax Law EXPERT Criminal Law EXPERT Immigration Law
  29. 29. Your clients and potential clients are there, so engage with them and establish your attorneys as the authorities on relevant topics.
  30. 30. THANK YOU