Getting your online content read best editorial practices

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JD Supra co-founder Adrian Lurssen talks about why some legal content is more popular than others — and how we can develop our own best editorial and content marketing practices to make sure we are well-read online.

Adrian walks through a case study of recent legal coverage (to do with a change to the U.S. patent system), showing how and why one article in particular received far wider readership than all the others.

From this you will have concrete takeaways to make sure your written legal expertise is getting the attention it deserves online.

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Getting your online content read best editorial practices

  1. 1. What makes some content pieces more popular than others?
  2. 2. TOPICS PAGE
  3. 3. INDIVIDUAL UPDATES
  4. 4. A BLOG ROUNDUP
  5. 5. VIDEO ANALYSIS
  6. 6. WHAT YOUR CONTENT & NELSON MANDELA HAVE IN COMMON
  7. 7. Conversation between others Goal: become the subject of other people’s conversations Market intelligence: listen, learn, utilize Connect with peers & others Your own networking Sharing & discussion between others ‘ENGAGEMENT’ MEANS MORE THAN YOU THINK
  8. 8. US Patent Law Reform - What It Means to Your Corporation Intellectual Property Networking Patent Professionals Society of Physician Entrepreneurs (SoPE) Chemical Angel Network The Linked CXO / President, CEO, COO… Rockies Venture Club Global Innovations (GI) Angel Capital Association Patents - Intellectual Property Patent and Intellectual Property Practitioners GROUPS
  9. 9. Readable (Why) Timely (When) Relevant (What)
  10. 10. §  The America Invents Act §  Important Patent Law Changes §  Top Ten Reasons To File Your Patent Applications Before March 16, 2013 TITLES TELL BUSY PEOPLE WHY TO READ NOW
  11. 11. §  Tenth Circuit Finds Emails Provide Sufficient Evidence of a Contract §  Court Finds Email Communications Result in Binding Contracts §  Think That Email Isn’t a Contract? Think Again… TITLES TELL BUSY PEOPLE WHY TO READ NOW
  12. 12. READABLE §  Readers don’t need to work to find your big takeaways §  Each element clarifies the reason to be reading this
  13. 13. 16 MAR Before it happens After it happens BREAKINGNEWS TIMELY
  14. 14. DON'T TALK ABOUT THE LAW §  Talk about how changes in the law affect the people you serve
  15. 15. THE PROMISE OF WEB PUBLISHING: 1995 TO TODAY CONTENT Something to sayThe means to publish TECHNOLOGY An audience/readers VISIBILITY
  16. 16. Thanks – more info: @adrianlurssen adrian@jdsupra.com

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