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Content Planning Clinic II: Creating Your Plan€¦ · Content Planning Clinic II: ... Define...
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Content Planning Clinic II: Creating Your Plan
Transcript of Content Planning Clinic II: Creating Your Plan€¦ · Content Planning Clinic II: ... Define...
Content Planning Clinic II: Creating Your Plan
Presented by:
›
Attorney & LawLytics CEO LawLytics Community Manager
Dan Jaffe Victoria Blute
About Today’s Webinar
● A quick review...● Anatomy of a Content Plan● Demo using LawLytics to plan content.● Q&A
What We’ll Cover:
A Comprehensive Content Plan
● Outline content that will go on your website in the next 12-36 months.
● Articulate how the content will be presented.
● Schedule when each piece or section will be completed.
● Assign accountability for creation of the content.
Types Of Content
Evergreen Pages
● Plan every detail.
● Map hierarchy.
● Cascade by importance.
Blog Posts
● Plan topics.
● Plan series.
● Plan rhythm.
From The Client’s Perspective
● Do you understand their problem?
● Do you have a solution?
● How much do you care?
● How good are you?
ANATOMY OF ALAW FIRM WEBSITE CONTENT PLAN
● Cover page.
● Articulate mission statement.
● Timeline.
● Accountabilities.
● Define audience.
● Define tone and style conventions.
● Define social proof strategy.
● Define practice area targeting.
● Plan your substantive practice area
pages.
● Define blogging strategy.
● Define media / collateral strategy.
● Signature page.
Your Cover Page
● Make it formal.
● Include date created.
● Include time span covered.
● Include firm logo.
Your Marketing Plan Mission Statement
● Detailed so outsiders could understand.
● Use affirmative words. No hedging.
● Stretch your imagination.
Your Plan’s Timeline
● Articulate aggressive but achievable milestones.
● Break milestones into average effort per month, week and day.
● Attach actual dates to each milestone.
● Create a milestone checklist.
● This can be completed after the rest of the plan is done, but reserve space
at front of the plan document.
Accountabilities
● Without this, usually nothing gets done. Do this even if you’re solo.
● Who is bottom line responsible for executing the plan?
● What are the duties of each person who will work on the plan?
● How will progress and accountability be measured, tracked and
enforced?
● What happens if somebody gets too busy or drops the ball?
Define Your Audience
● Who are you writing for?
● Where are they located?
● How will you address their needs?
● How will you deal with disparate needs of
diverse audiences when you have more than one
target audience?
Define Your Tone and Style
● First person v. third person?
● Formal, scholarly, informal, simple… etc?
● Friendly? Urgent? Scary? Aggressive?
● Above all, strive for consistency. You can’t be all things to all people.
● This defines your firm. Is it consistent with your branding and
personality?
Define Your Social Proof Strategy
● Who provides your proof?○ Recommendations
○ Case results
○ Representative clients
○ Published opinions
○ Media sources
○ What else?
● How will proof be procured and displayed?
Define Your Practice Area Targeting
● How many practice areas?
● Are they compatible / complementary?
● One site or more?
● Navigation structure.
● Level of detail on each topic (room to expand?).
● Local in nature?
● What questions will you answer?
Plan Your Substantive Practice Area Pages
● Nested, cascading hierarchy.
● Topical index pages.
● Define each individual page.○ Question to be answered.
○ Strategy to beat competition.
■ Word count / level of detail.
■ Subtopics.
● This may be dozens, hundreds or thousands of pages.
Define Your Blogging Strategy
● When will you start blogging?
● How often will you blog?
● What topics will you cover regularly?
● What topics will you monitor for opportunities?
● How will your blog posts compliment your substantive pages?
● Weekly cadence… anything more is too long.
Define Your Media & Collateral Strategy
● How will you use pictures?
● How will you use videos?
● How will you use infographics?
● How will you use collateral?
● How will you publish a newsletter?
● How will you automate your marketing to
provide more choices?
●
The Signature Page Of Your Plan
● Make it a contract with yourself and your firm.
● Add formal signature block.
● Have all stakeholders sign.
Demo: Page Planning In LawLytics
● Not meant to replace a formal plan.
● But provides flexibility as plans change.
Q & A
Submit questions via the GoToWebinar Control Panel
