MARKETING BEYOND THE WEBSITE:
Best practices to build credibility
through multichannel distribution.
ANDREW MERANUS
Region...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
@asteven14
Andrew.Meranus@prnewswire.c...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
PR Newswire is the GLOBAL LEADER
in in...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
INFORMATION OVERLOAD
PROBLEM:
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
YOUR WEBSITE
Image source: http://scie...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
DISCOVERY VIA CONTENT
SOLUTION:
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
The value exchange
LAW FIRM
Currency =...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Content drives them all
OWNED
MEDIA
EA...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
YOUR WEBSITE
Image source: http://scie...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Creating a Content Strategy
CREATE
QUA...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
CREATE QUALITY CONTENT
1
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
There are
journalists &
bloggers being...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Be heard by new and
existing audiences...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Establish expert profiles for your att...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Establishing trust as a thought leader...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Map your content to the
client’s buyin...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Looking for ideas of what content to c...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Visual elements will increase views & ...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Tips for Creating Online Videos
KEEP I...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
OWNED MEDIA CHANNELS
2
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Your clients and potential clients are...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
1) Display social
media accounts
on ho...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
DISTRIBUTION
3
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Posting Content to Owned Media
Reaches...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Distribution
Media
pick up
Major
media...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
PRNewswire.com
Blogs
PRN Widget
Nation...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
LINK DRIVES
TRAFFIC TO
COMPANY SITE
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
LINKS TO
BRANDED
CONTENT
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
LINK DRIVES TRAFFIC
TO BRANDED
MICROSI...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Publish a steady
stream of content
Kee...
Marketing Beyond the Website: Best Practices to Build Credibility Through Multichannel Distribution
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Marketing Beyond the Website: Best Practices to Build Credibility Through Multichannel Distribution

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Law firms now recognize the growing importance of producing content such as blog posts and engaging on social media to generate new client leads. Given the specialized nature of the legal industry, which is founded on the principles of trust, it is important for communications and marketing executives for law firms to have the right tools in place that ensure their messages gain the maximum amount of exposure among targeted audiences through a multichannel distribution strategy.

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  • Sure you can make the title text look better
  • Replace photo / info w/Andrew Meranus
  • Sarah to review/provide text for law firms –NEW TEXT BELOW BUT I TRIED TO TWEAK & SHORTEN MYSELF ABOVE.

    PR Newswire provides end-to-end solutions to produce, optimize and target content — from rich media to online video to multimedia — and then distribute content and measure results across traditional, digital, mobile and social channels. These comprehensive platforms enable law firm communicators to build their company’s credibility through heightened exposure among potential client leads, as well as through PR Newswire’s trusted third party content distribution network.
  • Now let’s talk how this relates to law firms - I don’t know if you want to keep this one.
  • Once upon a time… it was easy for you to get in front of your audience.
  • Today’s problem: Information overload. This is generally everyone’s problem right?
  • WITH LACK OF ENGAGEMENT WITH YOUR CONTENT THAT SITS ON YOUR SITE YOU MUST RETHINK STRATEGY.

    Your owned media is just a small portion of the audience who are interested in your content.
    Add distribution and syndication to your content strategy amplify your reach and thus increase awareness and discoverability.
    Don’t waste your content investment by solely relying on your owned media channels for promotion
  • Fix the problem with influencer engagement along with syndication of content.
  • Remove
  • 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.

    DO WE HAVE AN UPDATE TO THIS SLIDE. THINK IT’S STILL IMPORTANT EITHER WAY.
  • WITH LACK OF ENGAGEMENT WITH YOUR CONTENT THAT SITS ON YOUR SITE YOU MUST RETHINK STRATEGY.

    Your owned media is just a small portion of the audience who are interested in your content.
    Add distribution and syndication to your content strategy amplify your reach and thus increase awareness and discoverability.
    Don’t waste your content investment by solely relying on your owned media channels for promotion
  • 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.
  • Needs a source
  • 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.
  • 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.

  • More advanced/sophisticated content strategies should map to “desired outcome”
  • 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)
  • By nature, humans are drawn to pictures.
    Multimedia 1) grabs attention, 2) simplifies complex ideas and 3) conveys emotion.

    Because of this connection, multimedia is a key factor in search algorithms and social streams.
  • 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
  • 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.
  • All LinkedIn example companies have a LOT of followers. They are all regularly posting content to the platform.

    clients are congregating there professionally more than on any other social platform
  • 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. 

  • <Slide build>
    Posting content to owned channels will only reach your known audience.
    By adding syndication and distribution to targeted audiences, you can increase visibility and awareness.
  • Here’s a look at one of the experiments, for Awareness, a company that released two similar pieces of content

    One through our network, and another one only through its own channels

    Distributing through PR Newswire drives several types of outcomes:

    Media Pickup
    Display on major media websites
    Better SERP

    Source: 2013 survey by leading professional services firm.

  • Distribution allows for discovery.
    Brings users back to your site who find this content through search, social, etc.
  • Clear call-to-action allows readers to immediately dive deeper into this information and connect with your brand.
  • Great use of multimedia: Captures attention and humanizes law firm.

  • 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.
     
  • Marketing Beyond the Website: Best Practices to Build Credibility Through Multichannel Distribution

    1. 1. MARKETING BEYOND THE WEBSITE: Best practices to build credibility through multichannel distribution. ANDREW MERANUS Regional Vice President PR Newswire
    2. 2. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 @asteven14 Andrew.Meranus@prnewswire.com ANDREW MERANUS Regional Vice President PR Newswire
    3. 3. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 PR Newswire is the GLOBAL LEADER in innovative communications and marketing platforms, enabling law firm communicators to BUILD COMPANY CREDIBILITY with their target audiences worldwide.
    4. 4. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
    5. 5. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
    6. 6. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 INFORMATION OVERLOAD PROBLEM:
    7. 7. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 YOUR WEBSITE Image source: http://sciencelakes.com How will customers find you?
    8. 8. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 DISCOVERY VIA CONTENT SOLUTION:
    9. 9. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 The value exchange LAW FIRM Currency = Content AUDIENCE Currency = Personal Info Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp. 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
    10. 10. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Content drives them all 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 • Company blogs • Company website • Company social accounts
    11. 11. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 YOUR WEBSITE Image source: http://sciencelakes.com
    12. 12. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Creating a Content Strategy CREATE QUALITY CONTENT POST TO OWNED CHANNELS DISTRIBUTE TO NEW AUDIENCES 1 2 3 • Compelling • Relevant • Website & Blog • Social Media • Distribution • Influencers
    13. 13. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 CREATE QUALITY CONTENT 1
    14. 14. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 There are journalists & bloggers being followed by the specific audiences you want to reach. Target these influencers to get your content to their audiences.
    15. 15. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
    16. 16. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Be heard by new and existing audiences following these conversations Establish your expertise Get noticed by influencers looking for expert sources
    17. 17. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 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
    18. 18. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Establishing trust as a thought leader • Your firm’s content must be highly-relevant and compelling to your target audience. • Timely content with a consistent push of new content will ensure your audience continues to follow and trust you.
    19. 19. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Map your content to the client’s buying process
    20. 20. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Looking for ideas of what content to create? Start by 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
    21. 21. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Visual elements will increase views & engagement
    22. 22. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Tips for Creating Online Videos KEEP IT REAL. SHORT IS SWEET. RECORD MORE THAN YOU NEED. ALIGN WITH YOUR BRAND VOICE.
    23. 23. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 OWNED MEDIA CHANNELS 2
    24. 24. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Your clients and potential clients are there, so engage with them and establish your counsel as the authorities on relevant topics.
    25. 25. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
    26. 26. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 1) Display social media accounts on homepage 2) Prominently reference & link to blogs on homepage 3) Use Twitter & other accounts to drive blog traffic 4) Try to tweet at least once a day 5) Post questions on Facebook & Twitter to encourage discussion 6) Be sure that blogs focus on specialty, niche areas 7) Importance of Linked In company pages 8) Short, original YouTube videos focused on problem solving Key tips for firms leveraging social media
    27. 27. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 DISTRIBUTION 3
    28. 28. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Posting Content to Owned Media Reaches Your Known Audience YOUR EMAIL LISTS, WEBSITE, & SOCIAL MEDIA PRESENCE Distribution Increases Awareness & Grows Your Known Audience Content
    29. 29. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Distribution Media pick up Major media Online discoverability benefits “Art of Dairy” May 3, 2013 Picked up multiple times RANK 13 Google search of store name WIRE “World Vegetarian Day” October 1, 2013 Not Picked up RANK 35 (below the fold) Google search of store name NO WIRE Distribution vs. Owned Experiment Large Grocery Retail Chain Source: 2013 survey by leading professional services firm.
    30. 30. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 PRNewswire.com Blogs PRN Widget National News Sites Local News Affiliate Sites Portals & Databases Trade News Sites Mobile App Partnerships Mobilized Websites Your Website MediaRoom Video Portals Multimedia Release PRN Mobile Site & App High Ranking Search Results PR Newswire for Journalists Media Outlet News Feeds “The Wire” Twitter SocialPost Email Microlists / Media Lists
    31. 31. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 LINK DRIVES TRAFFIC TO COMPANY SITE
    32. 32. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 LINKS TO BRANDED CONTENT
    33. 33. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 LINK DRIVES TRAFFIC TO BRANDED MICROSITE
    34. 34. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Publish a steady stream of content Keep it relevant & interesting TRUST RELIABILITY DELIGHT Adapted via: http://danspira.com/2011/09/10/make-room-for-follow-through/

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