CONTENT MARKETING & ONLINE
BEST PRACTICES FOR LAW FIRMS
TO ATTRACT NEW CLIENTS

SCOTT MOZARSKY
President, UBM Tech
A little about me..
7 years as an M&A associate at two
multinational law firms

6 years working with law firms as
General ...
SCOTT MOZARSKY
President – Media & Partner
Solutions, UBM Tech

Scott.Mozarsky@ubm.com

@smozarsky

May 9, 2013 // CASE ST...
PR Newswire is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect an...
May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients
SCOTT MOZARSKY@smozarsky
1
CONTENT MARKETING

May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients
SCOT...
CONTENT MARKETING:

The creation and sharing of high quality, valuable
content by the brand to engage current &
potential ...
The value exchange
LAW FIRM

AUDIENCE

Currency = Content

Currency = Personal Info

The firm continuously delivers
releva...
CREATE, CURATE &
OPTIMIZE CONTENT

IDENTIFY & TARGET

LISTEN, ANALYZE
MEASURES &
STRATEGIZE

PROMOTE &
SYNDICATE

ENGAGE &...
Map your content to the
client’s buying process

May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms...
What that looks like…
AWARENESS
• Ads
• Press releases
• Establishing Experts
• Social media

PREFERENCE
• Case studies
• ...
Not so very long ago…

Traditional methods worked independently to informclients
through EARNED and PAID media.
May 9, 201...
PAID
MEDIA

EARNED
MEDIA

OWNED
MEDIA

A brand pays to
place ad or content
in a channel to
drive conversation
forward.

Pu...
BRAND STREAMING:
A continual flow of new content by a brand
to differentiate from competitors, attract new
audiences, and ...
1A. CREATING QUALITY CONTENT
AT YOUR FIRM

May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to At...
I am herewith
returning the
stipulation to dismiss
in the above entitled
matter; the same
being duly executed
by me.

May ...
I am way too busy
to draft an article or
white paper. I need to
get to 3,000 billable
hours a year!!!

May 9, 2013 // CASE...
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...
Publish a steady
stream of content

TRUST

RELIABILITY

DELIGHT

Keep it relevant
& interesting
Adapted via: http://danspi...
2
CONTENT SYNDICATION

May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients
SC...
Amplify your reach through syndication to known and
unknown audiences
CLIENTS &
POTENTIAL CLIENTS

ONLINE NEWS SITES
& DAT...
There are
journalists &
bloggers being
followed by the
specific audiences
you want to reach.

Target these
influencers
to ...
LINK TO WEBSITE

May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients
SCOTT MO...
LINK TO PAPER

May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients
SCOTT MOZA...
May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients
SCOTT MOZARSKY@smozarsky
Web syndication results
Visits to
the KCSA
blog up by

51%

Visits to
the KCSA
website
increased by

56%

New visits
to th...
3
NEWSJACKING

May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients
SCOTT MOZA...
NEWSJACKING:
To publish news and other
content that provides insight
or commentary around
topical news conversations

May ...
Establish your expertise
on timely topics
Be heard by new and
existing audiences following
these conversations

Get notice...
May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients
SCOTT MOZARSKY@smozarsky
LMAtech2013: Content marketing best practices for law firms to use to attract new clients
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LMAtech2013: Content marketing best practices for law firms to use to attract new clients

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Scott Mozarsky, Chief Commercial Officer, PR Newswire

Law firms are finding the importance of developing and publishing original content to optimize their online marketing efforts. With the need to expand their online presence comes certain hurdles that come along with emerging technologies in communications today. Learn best practices to leverage the tools available to firms to drive business through the use of multiple channels to syndicate content and multimedia elements to fuel discovery, reach new audiences, and keep current audiences engaged.

The session will address:
•Content marketing best practices
•How to effectively syndicate and amplify messaging in the US and other target markets
•Newsjacking
•How to most effectively use video
•Law Firm website best practices

Published in: Education, Career, Business
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LMAtech2013: Content marketing best practices for law firms to use to attract new clients

  1. 1. CONTENT MARKETING & ONLINE BEST PRACTICES FOR LAW FIRMS TO ATTRACT NEW CLIENTS SCOTT MOZARSKY President, UBM Tech
  2. 2. A little about me.. 7 years as an M&A associate at two multinational law firms 6 years working with law firms as General Counsel and Head of M&A for a large media group. Currently in charge of commercial organization at PR Newswire May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  3. 3. SCOTT MOZARSKY President – Media & Partner Solutions, UBM Tech Scott.Mozarsky@ubm.com @smozarsky May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  4. 4. PR Newswire is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  5. 5. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  6. 6. 1 CONTENT MARKETING May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  7. 7. CONTENT MARKETING: The creation and sharing of high quality, valuable content 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 Clients SCOTT MOZARSKY@smozarsky
  8. 8. The value exchange LAW FIRM AUDIENCE Currency = Content Currency = Personal Info The firm continuously delivers relevant content & establishes its worth to the audience The audience trusts the firm enough to identify themselves & grant permission for engagement Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  9. 9. CREATE, CURATE & OPTIMIZE CONTENT IDENTIFY & TARGET LISTEN, ANALYZE MEASURES & STRATEGIZE PROMOTE & SYNDICATE ENGAGE & INTERACT LINKS FROM SOCIAL boost search rankings, so get your message shared [1] [2] May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  10. 10. Map your content to the client’s buying process May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  11. 11. What that looks like… AWARENESS • Ads • Press releases • Establishing Experts • Social media PREFERENCE • Case studies • Testimonials CONSIDERATION • Blog posts • White papers • Articles • Webinars CHOICE • Consultation • Out reach May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky 11
  12. 12. Not so very long ago… Traditional methods worked independently to informclients through EARNED and PAID media. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  13. 13. PAID MEDIA EARNED MEDIA OWNED MEDIA 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 • • • • • Company blogs • Company website • Company social accounts Press pickup Blog mention Social sharing Word of mouth SOCIAL + SEARCH + MOBILE Content drives them all May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  14. 14. BRAND STREAMING: A continual flow of new content by a brand to differentiate from competitors, attract new audiences, and build authority & goodwill with these audiences. And as audiences pick up this content, share it and comment on it, conversation around your brand begins to reverberate throughout the social ecosystem. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  15. 15. 1A. CREATING QUALITY CONTENT AT YOUR FIRM May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  16. 16. I am herewith returning the stipulation to dismiss in the above entitled matter; the same being duly executed by me. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky ?
  17. 17. I am way too busy to draft an article or white paper. I need to get to 3,000 billable hours a year!!! May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky ?
  18. 18. 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. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky ?
  19. 19. 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 May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  20. 20. Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting Adapted 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 Clients SCOTT MOZARSKY@smozarsky
  21. 21. 2 CONTENT SYNDICATION May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  22. 22. Amplify your reach through syndication to known and unknown audiences CLIENTS & POTENTIAL CLIENTS ONLINE NEWS SITES & DATABASES MEDIA OUTLETS JOURNALISTS SOCIAL MEDIA PUSH TO AUDIENCES SEARCH ENGINES VIDEO PORTALS BLOGGERS MOBILE May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  23. 23. There are journalists & bloggers being followed by the specific audiences you want to reach. Target these influencers to get your content to their audiences. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  24. 24. LINK TO WEBSITE May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  25. 25. LINK TO PAPER May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  26. 26. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  27. 27. Web syndication results Visits to the KCSA blog up by 51% Visits to the KCSA website increased by 56% New visits to the site increased by 35% May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  28. 28. 3 NEWSJACKING May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  29. 29. NEWSJACKING: To publish news and other content that provides insight or commentary around topical news conversations May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  30. 30. Establish your expertise on timely topics Be heard by new and existing audiences following these conversations Get noticed by influencers looking for expert sources May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
  31. 31. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky

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