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CONTENT IS STILL KING: BEST
PRACTICES FOR CREATING AND
DISTRIBUTING QUALITY CONTENT
Scott Mozarsky
President – Cross Platf...
A LITTLE ABOUT ME
8 years running Media and Information
Services organizations that provide marketing
services and earned ...
BLOOMBERG BNA
• Bloomberg BNA is a leading source of legal, tax,
regulatory, and business information for professionals.
•...
WHAT IS
CONTENT
MARKETING???
THE VALUE EXCHANGE
LAW FIRM
Currency = Content
AUDIENCE
Currency = Personal Info
Jane Smith
General Counsel
XYZ Corp.
A fi...
CREATING QUALITY
CONTENT
1
I am herewith returning
the stipulation to dismiss
in the above entitled
matter; the same being
duly executed by me.
?
I am way too busy
to draft an article or
white paper. I need to
get to 3,000 billable
hours a year!!!
?
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...
HOW TO CREATE A CONTENT
CULTURE AT YOUR FIRM
Encourage Content In
Different Formats
Blogs, Videos, Infographics,
White Pap...
ADDING THE CLIENT’S VOICE
INTO CONTENT
It starts with LISTENING
Client
FAQs
What questions do
your partners and
associates...
MAP YOUR CONTENT TO THE
CLIENT’S BUYING PROCESS
AWARENESS
Ads
Press releases
Establishing Experts
Social media
CONSIDERATI...
CONTENT TYPES
Content
White Papers
Videos
Infographics
Blogs
Presentations
Articles
Native
Advertising
Newsletters
Custom
...
8 TIPS FOR CREATING
GREAT WEB VIDEOS
Know your audience
Define who you want to watch
your video
Keep it simple
The most ef...
IF YOU BUILD IT, THEY
WON’T NECESSARILY COME:
MAXIMIZING ENGAGEMENT
2
SOME RELEVANT QUOTES
• “If you build it, [they] will come”
-Shoeless Joe Jackson, Field
of Dreams
• “Eighty Percent of Suc...
YOUR TARGET AUDIENCE
People
You
Know
People
You Don’t
Know
People
You Used
to Know
ENGAGEMENT MECHANISMS
Platforms
Live Events
Broadcast
Email
Press
Releases
Blogs
Display
Advertising
(Banners)Display
Adve...
CONSISTENT MESSAGING ACROSS POE
OWNED
MEDIA
EARNED
MEDIA
PAID
MEDIA
SOCIAL + SEARCH + MOBILE
A brand pays to
place ad or c...
YOUR WEBSITE
2A
Audiences will spend more time on your site
- and click more often - if it contains multimedia
elements such as videos, ph...
Publishing content and fostering its interaction can have a
powerful impact on your site’s organic search rank
Social inte...
EARNED MEDIA
AMPLIFICATION
2B
There are journalists
& bloggers being
followed by the
specific audiences
you want to reach.
Target these
influencers
to g...
LINK TO PAPER
NEWSJACKING:
To publish news and other
content that provides insight or
commentary around topical
news conversations
Be heard by new and existing
audiences following these
conversations
Establish your expertise
on timely topics
Get noticed...
Establish expert profiles for your attorneys on platforms that can
get them interviewed and quoted by relevant journalists...
Your clients and potential clients are there,
so engage with them and establish your attorneys
as the authorities on relev...
THANK YOU
Content is Still King: A look at best practices for creating and distributing quality Content - BDI 12/11 Social Media Mar...
Content is Still King: A look at best practices for creating and distributing quality Content - BDI 12/11 Social Media Mar...
Content is Still King: A look at best practices for creating and distributing quality Content - BDI 12/11 Social Media Mar...
Content is Still King: A look at best practices for creating and distributing quality Content - BDI 12/11 Social Media Mar...
Content is Still King: A look at best practices for creating and distributing quality Content - BDI 12/11 Social Media Mar...
Content is Still King: A look at best practices for creating and distributing quality Content - BDI 12/11 Social Media Mar...
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Content is Still King: A look at best practices for creating and distributing quality Content - BDI 12/11 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.

Published in: Business
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Content is Still King: A look at best practices for creating and distributing quality Content - BDI 12/11 Social Media Marketing Summit for Law Firms

  1. 1. CONTENT IS STILL KING: BEST PRACTICES FOR CREATING AND DISTRIBUTING QUALITY CONTENT Scott Mozarsky President – Cross Platform Businesses
  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.
  4. 4. WHAT IS CONTENT MARKETING???
  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. CREATING QUALITY CONTENT 1
  7. 7. I am herewith returning the stipulation to dismiss in the above entitled matter; the same being duly executed by me. ?
  8. 8. I am way too busy to draft an article or white paper. I need to get to 3,000 billable hours a year!!! ?
  9. 9. 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. ?
  10. 10. 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
  11. 11. 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
  12. 12. 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 15
  13. 13. CONTENT TYPES Content White Papers Videos Infographics Blogs Presentations Articles Native Advertising Newsletters Custom Research E-Books Digital Magazines
  14. 14. 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 Choose a format News style, how-to or corporate “Evergreen” for longevity Unless you’re covering breaking news, avoid dates or other timely references Keep it brief Consider breaking anything over 3 minutes into smaller segments Be creative & engaging Use familiar language and scenarios; don’t over-script 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. IF YOU BUILD IT, THEY WON’T NECESSARILY COME: MAXIMIZING ENGAGEMENT 2
  16. 16. 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
  17. 17. YOUR TARGET AUDIENCE People You Know People You Don’t Know People You Used to Know
  18. 18. ENGAGEMENT MECHANISMS Platforms Live Events Broadcast Email Press Releases Blogs Display Advertising (Banners)Display Advertising Print Newsletters Search Engine Marketing Aggregators Online Communities Website
  19. 19. CONSISTENT MESSAGING ACROSS POE OWNED MEDIA EARNED MEDIA PAID MEDIA SOCIAL + SEARCH + MOBILE A brand pays to place ad or content in a channel to drive conversation 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
  20. 20. YOUR WEBSITE 2A
  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 Social interactions with your content sends potent signals to search engines indicating that people are finding it useful GET SOCIAL Offering fresh and current information gives search engines incentive to come back to your site repeatedly KEEP IT FRESH
  23. 23. EARNED MEDIA AMPLIFICATION 2B
  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. Be heard by new and existing audiences following these conversations Establish your expertise on timely topics 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

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