The document discusses how law firms can use storytelling and content marketing on social media to define their brand and connect with clients. It notes that while law is based on logic, branding and business development are about relationships. It recommends that firms tell authentic, relatable, unique, and shareable stories through a variety of media formats to engage clients and stand out from competitors in an environment of information overload. Firms should focus on storytelling about their clients, themselves, and their work through visuals, titles, and human stories to build their brands and drive business results.

1. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Use Storytelling to Define Your
Brand and Connect on Social
Media
Tammy Mangan
Director of Marketing
December 12, 2014

2. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Branding and Business Development
are about relationships.
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Law is About Logic, but…

3. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Know you. Like you. Trust you.
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Relationships Matter

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Content Overload?
2010 In-house counsel beginning to consume
content from digital platforms.
 Law firms dramatically increase content production.
2014 In-house counsel show signs of
information overload —struggling to separate
good content from the merely mediocre.
2015 How does a firm make its content stand out?
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5. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Blah Blah Blah
• Client alert published
• Client alert turned into a video
• Client alert posted on website
• Same client alert posted on LinkedIn
• Tweet link to client alert
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6. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
A Story Told One Way…can be
Retold in Many Ways
• Use a variety of media formats
– Written word
– Video
– Animation
– Photos
– Infographics
Goal – connect with your audience
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7. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Connect Through Storytelling
Authentic
Relatable
Unique
Sharable
Is your content connecting this way?
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8. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
The Art of the Title
• Is your title Tweetable?
• Is it unique?
• Is it engaging?
• Is it shareable?
• Is it SEO effective?
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9. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.9
Tell the Story of Your Clients

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Tell Your Story

11. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Tell a Visual Story
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Tell a Memorable Story

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Tell a Human Story

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What Are You Waiting For?
• Only a quarter of firms surveyed say they
have a documented content strategy
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Source: 2014 State of Digital & Content Marketing Survey

15. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Goals & Challenges
• Law firm CMOs’ top goals for content marketing:
a) demonstrate practice and industry thought leadership
b) build brand awareness
c) increase awareness and exposure for individual attorneys
• Their biggest challenges are related to what they lack:
a) engagement from attorneys
b) writing talent or content-focused staff
c) dedicated professional to oversee content-marketing efforts
Source: 2014 State of Digital & Content Marketing Survey
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16. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Turbulence for the CMO
• More than a 1/3 of CMOs say they don’t
have the right people, tools, and resources
to meet their marketing objectives
• Rise of the marketing technologist
Source: Turbulence for the CMO, an Accenture Study
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17. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Consider Yourself Challenged!
There is tremendous opportunity for
those who seize the chance to
differentiate their brands and drive
business results through content.
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