LMAtech2013: Content marketing best practices for law firms to use to attract new clients

CONTENT MARKETING & ONLINE BEST PRACTICES FOR LAW FIRMS

TO ATTRACT NEW CLIENTS

SCOTT MOZARSKYPresident, UBM Tech

May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky

A little about me..

7 years as an M&A associate at two multinational law firms

6 years working with law firms as General Counsel and Head of M&A for a large media group.

Currently in charge of commercial organization at PR Newswire


[email protected]

@smozarsky

SCOTT MOZARSKYPresident – Media & Partner Solutions, UBM Tech


PR Newswire is the global leader in innovative communications

and marketing services, enabling organizations to

connect and engage with their target audiences worldwide.


So, how does this

relate to law firms?


CONTENT MARKETING1


CONTENT MARKETING:

The creation and sharing of high quality, valuable content by the brand to engage current & potential audience and influencers.


The value exchange

LAW FIRMCurrency = Content

AUDIENCECurrency = Personal Info

Jane [email protected], XYZ Corp.

The firm continuously delivers relevant content & establishes

its worth to the audience

The audience trusts the firmenough to identify themselves &grant permission for engagement


IDENTIFY & TARGET

PROMOTE &SYNDICATE

CREATE, CURATE & OPTIMIZE CONTENT

LISTEN, ANALYZE MEASURES & STRATEGIZE

ENGAGE & INTERACT

LINKS FROM SOCIAL boost search rankings, so get your message shared [1] [2]


Map your content to the client’s buying process


What that looks like…

AWARENESS

• Ads• Press releases• Establishing Experts• Social media

PREFERENCE

• Case studies• Testimonials

CONSIDERATION

• Blog posts• White papers• Articles• Webinars

11

CHOICE

• Consultation• Out reach


Not so very long ago…

Traditional methods worked independently to informclients through EARNED and PAID media.


Content drives them all

OWNEDMEDIA

EARNEDMEDIA

PAIDMEDIA

SOCIAL + SEARCH + MOBILE

A brand pays to place ad or content

in a channel to drive conversation

forward.

Publicity gained through influencer

promotion, including shares,

likes & tweets.

Brand published content to drive

earned media and sustain buzz

around brand.

• Advertising• Events• Direct Marketing

• Press pickup• Blog mention • Social sharing• Word of mouth

• Company blogs• Company website• Company social

accounts


BRAND STREAMING:

A continual flow of new content by a brand to differentiate from competitors, attract new audiences, and build authority & goodwill with these audiences.

And as audiences pick up this content, share it and comment on it, conversation around your brand begins to reverberate throughout the social ecosystem.


1A. CREATING QUALITY CONTENT AT YOUR FIRM


I am herewith returning the

stipulation to dismiss in the above entitled

matter; the same being duly executed

by me.

?


I am way too busyto draft an article or

white paper. I need to get to 3,000 billable

hours a year!!!

?


I can’t generatea blog post about

today’s news. It takes time. I need to check citations, proofread

and have a few people internally

review it.

?


How to Create a Content Culture at Your Firm

Encourage Content In Different Formats

Blogs, Videos, Infographics, White Papers, Slideshows, Data

Play to Their EgosLawyers have large egos;

producing content establishes them as a thought leader

Play to Their WalletsShare data with attorneys

regarding the ROI associated with content marketing

Unleash Their Competitive SpiritLawyers don’t like to lose

Outsource Content ProductionAbundance of available specialists and content marketing platforms

Make It EasyLawyers like to draft using forms from prior work; the same can be used for

content marketing purposes


Publish a steady stream of content

Keep it relevant & interesting

TRUST RELIABILITY DELIGHT

Adapted via: http://danspira.com/2011/09/10/make-room-for-follow-through/


CONTENT SYNDICATION2


Amplify your reach through syndication to known and unknown audiences

PUSH TOAUDIENCES

MOBILE

SOCIAL MEDIA

ONLINE NEWS SITES & DATABASES

SEARCH ENGINES

CLIENTS &POTENTIAL CLIENTS

MEDIA OUTLETS

VIDEO PORTALS

BLOGGERS

JOURNALISTS


There are journalists &

bloggers being followed by the

specific audiences you want to reach.

Target these influencersto get your

content to their audiences.


LINK TO WEBSITE


LINK TO PAPER


Web syndication results

51%Visits to the KCSA blog up by

35%New visits to the site increased by

56%

Visits to the KCSA website increased by


NEWSJACKING3


NEWSJACKING:

To publish news and other content that provides insight or commentary around topical news conversations


Be heard by new and existing audiences following these conversations

Establish your expertiseon timely topics

SUPREME COURTDECISIONS

NEW TAX

LAWSHEALTHCARE

Get noticed by influencers looking for expert sources

LMAtech2013: Content marketing best practices for law firms to use to attract new clients

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