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Repurposing with
Rewards: A Guide to
Creating Website and
Social Media Content
InPractice
May 2, 2013
Welcome
 LMA New England
 175 members across all six states
 Serving 500+ New England professionals
 http://www.legalmarketing.org/p/cm/ld/fid=62
 Article, seminars, networking events
CT City Group
Panelists
 Kirsten Lovett
 President, Lovett Marketing
 Financial Officer, LMA NE (2012)
 Deb Scaringi
 President, Scaringi Marketing
 Program Committee Chair, LMA NE
I know I need to update my website
but…
 I don’t know what to write.
 I don’t have the time.
 I don’t like to write.
 I don’t know where to post
my news/articles.
No More
Excuses!
Today you will learn…
 Why content is KING
 How to create different types of content
 Where to post your content
 How to find the time
 Case Studies
 Questions
Google Search Rankings
Which Search Results Are Clicked On
How does Google ranks results?
“webmasters can improve the rank of their sites by
creating high-quality sites that users will want to use
and share.”
Content is King
 High-quality sites need high-quality content
 Create content to use on multiple sites:
 Websites, biography, articles, news items
 Blogs
 E-newsletters
 LinkedIn, Facebook, Twitter, Google+
 Seminars and presentations
 Consumers want easy to understand, informative
content that they can use immediately
How Content Helps You
CONTENTCONTENT
Types of Content
 Internal Initiatives
 Articles
 Blog posts
 Sponsorships
 Pro bono activities
 Firm news and
announcements
 Seminar materials
 Photos & videos
 Seminars & webinars
 External Initiatives
 Community & industry
events
 News stories
 Client achievements
 Photos & videos
 Other blogs
 Conferences
What Makes Good Content in
Google’s Eyes
 First 150 characters using key words
 Variety of content
 Unique material
 Images & video
 Brief and concise writing style
Where to Post Content
 Website
 Bios
 Blogs
 E-newsletters
 Print copies for
brochures
 LinkedIn
 Facebook
 Twitter
 Google+
 YouTube
Create a Content Development Plan
1. Identify target audience(s)
2. Select topics
3. Determine resources for creating &
promoting content (internal/external)
4. Determine where to post content
5. Create schedule for creation and posting
How Often Should You Post
Content?
 Website: monthly
 Website Bio: at least twice a year
 LinkedIn and Facebook: 1-3 times per week
 Twitter: 1-3 per week
 Blogs: weekly, bi-weekly, monthly
Promptly share timely information
Content Development Schedule Sample
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
WEEK 1 Post news
stories
from last
week
Update
industry
event
calendar
WEEK 2 same Legal
strategies
blog post
Promote
blog post on
social media
WEEK 3 same Firm
news
item
Promote
firm news
item on
social
media
WEEK 4 same Client
success
story
Congrats to
client on
social media
A Case Study
Content Creation and Sharing
A Case Study:
Creating Visibility for a Practice
 Retail, Restaurant & Consumer Practice
wanted to show their unique qualifications to
clients, prospective clients, reporters and
referral sources.
 Identified strengths as a multi-disciplinary
team.
 Blog allows group to cover all areas related to
the retail industry.
A Case Study:
Process for Creating Content
 Editorial board: responsible for topic
generation, content development oversight,
editing posts and following up with bloggers.
 Standards for approving posts/social media
policy guidelines.
 Quarterly brainstorm meetings for topic
generation.
 Twitter as a resource for timely topic
research.
A Case Study:
Getting it Done
 Blog post criteria: 300-500 words, single
take-away points, easy to read format, no
legal advice, resources are hyperlinked.
 Blogger researches topic and writes the post.
 One person is responsible for editing the post
to be sure it meets criteria.
 Consider a second person to confirm
accuracy of content.
 Post is put onto the blog.
Sharing is the fun part!
Original Blog Post
Shared on Twitter & LinkedIn
Placed on the Firm Website
& Shared on Facebook
A Case Study: The Results
 Use Google Analytics to track traffic coming
into/moving out from the blog.
 Blog is always in the top 10 sites referring
traffic to the firm’s website.
 Twitter, Linked In and Facebook are in the
top 10 referring sites to the blog.
 Blog posts are re-tweeted by followers of the
firm’s handle.
 Increased followers of firm’s Linked In
company page.
A Case Study
Sharing Content
Case Study: Other People’s
Content
 Solo Practitioner
 California Family Law Attorney
 Online Presence
 Website
 Blog
 Twitter
 LinkedIn
 Facebook
 Pinterest
Case Study: Other People’s
Content - Twitter (783 Followers)
UCLA article
Someone else’s blog
New Yorker article
Someone else’s website
Mark’s Facebook page
Case Study: Other People’s
Content - Facebook
Reusing Content from Twitter
Strong Following
Takes
Time
Case Study: Other People’s
Content - Blog
This blog post
gives a very
brief overview
and refers
reader to a
Washington
Post article
Case Study: Other People’s
Content - LinkedIn
1. Michael shared
an article from
Inc.
1. Other people
saw his posting
and “Liked” it
No More
Excuses!
Let’s Get Started…
1 Conference = 13 Online Postings
 2 news items on your websites
 3 Linked In Status Posts
 3 Facebook Updates
 3 Tweets (multiple tweets if live-tweeting)
 2 Blog posts
Before Conference
 Post as a news item on website or blog
 Status update on LinkedIn page
 Update on Facebook page
 Tweet
InPractice, Hartford, Ct
May 3, 2013
InPractice is a practical management conference for law firms.
Members from our firm will be attending to learn new methods to help
us serve our clients more effectively.
During Conference
 Post status update in LinkedIn
 Post Update on Facebook
 Tweet
Attending the InPractice Conference today in Hartford, CT.
Hope to see you here. (insert link to website posting)
After Conference
 Blog Post
 Write a summary of one of the sessions you attend (250-300 words).
Include a link to the presenters slides if available. Let the presenter
know you have posted a summary.
 Status Update on LinkedIn
 Update Facebook page
 Tweet
InPractice conference was filled with great tips I can implement
today. (insert link to blog posting)
Content Sharing Success Factors
Content is KING
Know your audience
Have a clear purpose
Schedule it
Be social
Be consistent
Promote it
Reuse it
Integrate with other activities
Questions
 Kirsten Lovett
 www.kirstenlovett.com
 @KirstenLovett
 www.linkedin.com/in/kirstenlovett
 Deb Scaringi
 www.scaringimarketing.com
 @DebScaringi
 www.linkedin.com/in/debscaringi/
 www.facebook.com/ScaringiMarketing

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Repurposing with Rewards: A Lawyer's Guide to Creating Website and Social Media Content

  • 1. Repurposing with Rewards: A Guide to Creating Website and Social Media Content InPractice May 2, 2013
  • 2. Welcome  LMA New England  175 members across all six states  Serving 500+ New England professionals  http://www.legalmarketing.org/p/cm/ld/fid=62  Article, seminars, networking events CT City Group
  • 3. Panelists  Kirsten Lovett  President, Lovett Marketing  Financial Officer, LMA NE (2012)  Deb Scaringi  President, Scaringi Marketing  Program Committee Chair, LMA NE
  • 4. I know I need to update my website but…  I don’t know what to write.  I don’t have the time.  I don’t like to write.  I don’t know where to post my news/articles. No More Excuses!
  • 5. Today you will learn…  Why content is KING  How to create different types of content  Where to post your content  How to find the time  Case Studies  Questions
  • 6. Google Search Rankings Which Search Results Are Clicked On
  • 7. How does Google ranks results? “webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.”
  • 8. Content is King  High-quality sites need high-quality content  Create content to use on multiple sites:  Websites, biography, articles, news items  Blogs  E-newsletters  LinkedIn, Facebook, Twitter, Google+  Seminars and presentations  Consumers want easy to understand, informative content that they can use immediately
  • 9. How Content Helps You CONTENTCONTENT
  • 10. Types of Content  Internal Initiatives  Articles  Blog posts  Sponsorships  Pro bono activities  Firm news and announcements  Seminar materials  Photos & videos  Seminars & webinars  External Initiatives  Community & industry events  News stories  Client achievements  Photos & videos  Other blogs  Conferences
  • 11. What Makes Good Content in Google’s Eyes  First 150 characters using key words  Variety of content  Unique material  Images & video  Brief and concise writing style
  • 12. Where to Post Content  Website  Bios  Blogs  E-newsletters  Print copies for brochures  LinkedIn  Facebook  Twitter  Google+  YouTube
  • 13. Create a Content Development Plan 1. Identify target audience(s) 2. Select topics 3. Determine resources for creating & promoting content (internal/external) 4. Determine where to post content 5. Create schedule for creation and posting
  • 14. How Often Should You Post Content?  Website: monthly  Website Bio: at least twice a year  LinkedIn and Facebook: 1-3 times per week  Twitter: 1-3 per week  Blogs: weekly, bi-weekly, monthly Promptly share timely information
  • 15. Content Development Schedule Sample Sunday Monday Tuesday Wednesday Thursday Friday Saturday WEEK 1 Post news stories from last week Update industry event calendar WEEK 2 same Legal strategies blog post Promote blog post on social media WEEK 3 same Firm news item Promote firm news item on social media WEEK 4 same Client success story Congrats to client on social media
  • 16. A Case Study Content Creation and Sharing
  • 17. A Case Study: Creating Visibility for a Practice  Retail, Restaurant & Consumer Practice wanted to show their unique qualifications to clients, prospective clients, reporters and referral sources.  Identified strengths as a multi-disciplinary team.  Blog allows group to cover all areas related to the retail industry.
  • 18. A Case Study: Process for Creating Content  Editorial board: responsible for topic generation, content development oversight, editing posts and following up with bloggers.  Standards for approving posts/social media policy guidelines.  Quarterly brainstorm meetings for topic generation.  Twitter as a resource for timely topic research.
  • 19. A Case Study: Getting it Done  Blog post criteria: 300-500 words, single take-away points, easy to read format, no legal advice, resources are hyperlinked.  Blogger researches topic and writes the post.  One person is responsible for editing the post to be sure it meets criteria.  Consider a second person to confirm accuracy of content.  Post is put onto the blog.
  • 20. Sharing is the fun part!
  • 22. Shared on Twitter & LinkedIn
  • 23. Placed on the Firm Website & Shared on Facebook
  • 24. A Case Study: The Results  Use Google Analytics to track traffic coming into/moving out from the blog.  Blog is always in the top 10 sites referring traffic to the firm’s website.  Twitter, Linked In and Facebook are in the top 10 referring sites to the blog.  Blog posts are re-tweeted by followers of the firm’s handle.  Increased followers of firm’s Linked In company page.
  • 26. Case Study: Other People’s Content  Solo Practitioner  California Family Law Attorney  Online Presence  Website  Blog  Twitter  LinkedIn  Facebook  Pinterest
  • 27. Case Study: Other People’s Content - Twitter (783 Followers) UCLA article Someone else’s blog New Yorker article Someone else’s website Mark’s Facebook page
  • 28. Case Study: Other People’s Content - Facebook Reusing Content from Twitter Strong Following Takes Time
  • 29. Case Study: Other People’s Content - Blog This blog post gives a very brief overview and refers reader to a Washington Post article
  • 30. Case Study: Other People’s Content - LinkedIn 1. Michael shared an article from Inc. 1. Other people saw his posting and “Liked” it
  • 32. 1 Conference = 13 Online Postings  2 news items on your websites  3 Linked In Status Posts  3 Facebook Updates  3 Tweets (multiple tweets if live-tweeting)  2 Blog posts
  • 33. Before Conference  Post as a news item on website or blog  Status update on LinkedIn page  Update on Facebook page  Tweet InPractice, Hartford, Ct May 3, 2013 InPractice is a practical management conference for law firms. Members from our firm will be attending to learn new methods to help us serve our clients more effectively.
  • 34. During Conference  Post status update in LinkedIn  Post Update on Facebook  Tweet Attending the InPractice Conference today in Hartford, CT. Hope to see you here. (insert link to website posting)
  • 35. After Conference  Blog Post  Write a summary of one of the sessions you attend (250-300 words). Include a link to the presenters slides if available. Let the presenter know you have posted a summary.  Status Update on LinkedIn  Update Facebook page  Tweet InPractice conference was filled with great tips I can implement today. (insert link to blog posting)
  • 36. Content Sharing Success Factors Content is KING Know your audience Have a clear purpose Schedule it Be social Be consistent Promote it Reuse it Integrate with other activities
  • 37. Questions  Kirsten Lovett  www.kirstenlovett.com  @KirstenLovett  www.linkedin.com/in/kirstenlovett  Deb Scaringi  www.scaringimarketing.com  @DebScaringi  www.linkedin.com/in/debscaringi/  www.facebook.com/ScaringiMarketing

Editor's Notes

  1. It is good to look at the process a larger firm has taken for a practice group. This process has worked very well and applies to small firms and solo practitioners.