Legal Marketing Association New York, March 2013
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hugeinc.com [email protected] 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843 March 21, 2013 Legal Marketing Association New York: Create Content That Matters
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The media landscape has changed. Marketers must become publishers and create great content. This presentation helps legal marketers to approach the new demands of marketing in the digital age.
Transcript of Legal Marketing Association New York, March 2013
hugeinc.com [email protected] 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843
March 21, 2013 Legal Marketing Association New York: Create Content That Matters
John McCrory Director, Content Strategy, Huge @johnmccrory
linkedin.com/in/johnmccrory
As a content strategist, I help organizations figure out how they can consistently create content that is meaningful to customers and builds the brand.
“
”
Agenda:
1. A changed landscape
2. Marketers as publishers
3. Four principles of
making great content
A changed
landscape.
How we get news has shifted.
Advertisers quickly noticed.
Our pitch calls ring at empty desks.
Journalism is an early warning
system of how digital is
upending all media businesses.
We’re at the Millennial Cliff.
0
10
20
30
40
50
60
70
80
90
100
Baby Boomers Gen X Millennials Gen Z
The Generations in 2015 In millions
Change leaps ahead
when technological change
works hand-in-hand with
generational social change.
Lawyers are going to get Yelped.
Are you ready for that?
Lawyers are going to get Yelped.
Are you ready for that?
How are you going to take
advantage of that?
Go direct:
Be a publisher.
Marketers as
publishers.
Four principles
of making great
content.
1.
Find a topic you can own.
A.
Know your strengths.
What topics do you know best?
B.
Know your audience.
What do they need to know?
What are they looking for before
they are looking for you?
Personas and scenarios.
C.
Pick what you’ll win on.
What’s the competition doing
and what audience needs are
not being met?
Opportunity
2.
Meet your audience on their
terms.
A.
Go where your customers are.
The audience chooses the
channel.
B.
“4 times in 4 different ways.”
Re-package and redistribute your
content in multiple formats.
Taste
Search listing
Tweet
Create content in different sizes.
Snack
Infographic
Video clip
Entrée
Blog post
Video
Full meal
Long-form
Article
eBook
C.
Plan for portability.
Design your content for search
and syndication.
Truncation happens.
• For page titles and headings 50 characters
• Summaries and descriptions 160 characters
• Tweets are limited to 140 characters
• Allow space: don’t write up to the limit
How brief is brief?
3.
Start small and do it really well.
A.
Be the person I want to know.
Craft a consistent voice and
don’t try to be everything for
everyone.
45 Main Street, 2nd Floor, Brooklyn, NY 11201
718 625 4843—www.hugeinc.com
Friday, December 17, 2010Fourseasons.com Redesign
Editorial Style Guide.
Guide content creators.
Friday, December 17, 2010 Page 7
Tone of Voice7KH�)RXU�6HDVRQV�GLJLWDO�EUDQG�DGKHUHV�WR�WKH�FRUH�EUDQG�YDOXHV�RI�)RXU�6HDVRQV�ZKLOH�LQWURGXFLQJ�DGGLWLRQDO�YDOXHV�WKDW�UHÀHFW�WKH�FKDQJLQJ�IDFH�RI�GLJLWDO�PHGLD��%\�LGHQWLI\LQJ�WKHVH�TXDOLWLHV��ZH�FDQ�EHWWHU�SRVLWLRQ�DOO�ZULWWHQ�FRQWHQW�WR�PDNH�VXUH�WKHUH�LV�EUDQG�FRQVLVWHQF\�DQG�WKH�)RXU�6HDVRQV�PHVVDJH�UHPDLQV�RQ�WDUJHW��1RW�RQO\�GRHV�WKLV�VWUDWHJ\�VHW�XS�WKH�H[SUHVVHG�YDOXHV�IRU�WKH�VLWH��EXW�DOVR�KHOSV�FXUUHQW��DQG�IXWXUH��ZULWHUV�DQG�FRQWULEXWRUV�FUDIW�DSSURSULDWH�FRQWHQW��,W�LV�FUXFLDO�IRU�REWDLQLQJ�JXHVW�FRQ¿GHQFH�ZLWKLQ�WKH�VLWHV�
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Core Brand Values�� Warmth
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* Digital writing is like a good conversation... with a very busy person.
B.
Help your lawyers become better
writers and speakers.
• Hire a writing or speaking coach.
• Lawyers can earn CLE credits in webinars designed to improve their writing skills.
• Provide media training.
• Interview subjects instead of asking them to write, or pair them with a ghostwriter.
Improve communication skills.
C.
Create a content calendar.
Align your efforts to your
channels.
• Make a spreadsheet with a column for each week for the next three months.
• List each week’s events at the top of its column.
• Make rows for each channel you use, and decide what you’ll create in each channel for each week.
• Bonus points: color code your events by type or audience.
• Near the end of the second month of a quarter, create the next quarter’s calendar.
Planning ahead cuts anxiety.
4.
Have a point of view.
“When you write, you are finding
the never-before thought about.”
If you want your audience to give
you time in their day, to pay
attention and listen to you,
you gotta have something to say.
hugeinc.com [email protected] 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843
Huge.
About Huge.
We help transform brands
and grow businesses.
Our approach.
Great user experiences are what drive
business performance and marketing.
AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines.
Social media agency of the year 2011 and 2012 by OMMA / MediaPost.
Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable.
Clients.
